Converting More of Your Website Visitors into Buyers


On this week’s show Sean interviews Jon MacDonald, founder and president of The Good, a conversion rate optimization firm that helps brands convert more of their existing website traffic into buyers.

With names like Adobe, Nike and The Economist on its client list, it’s fair to say that The Good has been a success- confirmed by its position on Oregon’s list of top 20 fastest growing private companies.

Hardly surprising, given that many brands that have worked with The Good have seen a 100% increase in revenue, on average.

Jon knows a thing or two about encouraging site visitors to take action, and shares his expertise on conversion optimisation in publications, such as Entrepreneur and Inc.

In addition to this, Jon volunteers for several causes throughout the Pacific Northwest and is an active committee member of industry associations and peer groups, such as Entrepreneurs’ Organization (EO).

Sean and Jon discuss a number of topics in today’s show, including:

  • Jon’s background and how he came about founding The Good
  • Why Jon hasn’t been tempted to diversify The Good’s services, and why there’s value in expertise
  • Jon’s personal approach to CRO: The Conversion Growth Programme
  • The nature of tests that Jon runs to establish the best method of conversion optimisation for clients and how false data can misguide businesses
  • The most common issues among clients at the start of new CRO projects: navigation and branded terms
  • When clients should expect to see gains, and when improvements are likely to level out
  • The specificities of two services offered by The Good: Data-Driven Redesign and Audit-Only Research. These are just two CRO services that clients can choose
  • How companies that can’t afford to invest in third-party services can implement their own CRO strategy and how these techniques can put companies at a much better starting place if they do invest in a service, such as The Good at a later date.

Want to learn more? Check out The Good’s content. Sign up to the weekly email list for tips on how you can help your own business with CRO.

Does your website receive at least 10k hits each month? Try out The Good’s free landing page assessment.

Contact John directly:


Twitter: @jonmacdonald

Services Jon mentions:

Google Analytics


Google Optimize

Optimal Workshop

Usability Hub

As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunes, Stitcher and now on Spotify. If you like it we’d be grateful if you could leave a review

How To Promote Content on Facebook to Generate a 22-1 ROI

Facebook ROI

This week, Sean interviews Daniel Daines-Hutt, Co-founder of AmpMyContent. Both Daniel and his business partner, Freyja Spaven, are internationally recognized experts in Content Creation, Strategy and Sales Systems. Having originally started a clothing company to gain the right to remain living in New Zealand, AmyMyContent were stocked in five stores and selling thousands of items both in store and online within five weeks. This business development forced Daniel and Freyja to focus on the use of both content marketing and promotion for traffic and retargeting for more sales, which is how he has become such an expert.

Daniel now works behind-the-scenes at AmyMyContent to create the paid traffic systems and automations, as well as writing about paid traffic and the promotion of paid content. While Daniel also talks about the sister site to their main venture, InboundAscension, it’s at AmpMyContent that he shares the lessons he learned along the way.

One of Daniel’s most recent achievements is that his guide to paid content promotion featured as article of the week on GrowthHackers. It’s this (30,000 word!) article, advising how to generate a 22:1 ROI promoting blog posts, to a cold audience using Facebook ads, that Sean and Daniel discuss in this week’s show. Sean and Daniel cover a range of topics, including:

  • Why more people should promote the content that they work so hard to create, and why it’s not necessarily as simple as hitting the ‘boost’ button on Facebook
  • A run through of the four main parts to Daniel’s process and how each is integral to the overall process
  • Why businesses must have a strategy and understand the goal of each piece of content
  • The importance of knowing business numbers to be able to develop a successful strategy
  • How understanding your audience inside and out is also paramount
  • How to create the best ad copy for your audience to achieve the highest number of clicks and conversions
  • Why it’s important to invest time and money into your business ads on Facebook, and how you don’t need to have a huge budget to do this
  • When design comes into play with ads, and why it shouldn’t be the first thing you think about
  • Which tools and processes are best to track ads and report on them
  • The vital role of testing when it comes to Facebook ads

Dan Headshot

Want to know more about what Daniel has to say?

Follow on Twitter: @InboundAscend

Subscribe to the newsletter

Bonuses resources:

Guide to creating killer content

‘Manifesto’ about promoting posts

As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunesStitcher and now on Spotify. If you like it we’d be grateful if you could leave a review

Growth Marketing with Jim Huffman

Growth Marketing

On this week’s podcast, Sean speaks with Jim Huffman, founder of growth agency GrowthHit and author of The Growth Marketer’s Playbook: A Strategic Guide to Growing a Business in Today’s Digital World

On top of this, Jim has scaled another online business to three million impressions per month in under 18 months and is currently overseeing the marketing for C-backed ecommerce brand that has 100,000 members and does over seven figures in monthly sales- so it’s hardly surprising that his startups have been featured by The Wall Street Journal, TODAY, Forbes, TechCrunch, GQ and Wired. As if that wasn’t enough, Jim is a marketing instructor for the ANA (Association of National Advertisers) and has advised brands like Mattel, FedEx, Sephora and Clorox. He also shares his expertise as a Techstars growth mentor and a teacher of digital marketing at General Assembly and, in this podcast, Jim shares his knowledge of growth marketing with Sean.

In the podcast, Jim and Sean touch on a number of topic areas, including:

  • What exactly is growth marketing and why it’s so important to businesses
  • The main reasons that startups fail in today’s business world and how knowing your customers is one of the most important elements in success
  • The benefit of frameworks in business growth and the idea behind Jim’s own FACT framework
  • How and when a business knows that it’s ready for growth and ways in which startups can recognise and uncover growth opportunities
  • How businesses can ensure they have the right marketing infrastructure in place to grow successfully and how to go about planning and prioritising the next steps in the growth journey
  • The primary tactical elements businesses should consider once they’re ready to acquire new customers, convert interest into sales and scale up the process
  • Jim’s top recommendations for marketing tech tools, starting with the basics of project management to tracking tools.

Want to learn more about growth marketing? Buy Jim’s new book to delve deeper into his knowledge and put his advice into practise using the exclusive promo code for Click and Convert listeners: seanclark

Connect with Jim Huffman on Twitter

Other resources:

As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunesStitcher and now on Spotify. If you like it we’d be grateful if you could leave a review

Leveraging The Power of Webinar To Drive Sales with Todd Earwood

Leveraging the power of webinar to drive sales

On this week’s show we have Todd Earwood, founder and CEO of MoneyPath. Todd and his team help to build growth campaigns, specific to the particular needs of clients.

As an advocate of webinars, Todd believes that these are hugely underused as a marketing campaign. Having helped his clients produce webinars for a number of years, HubSpot and GotoWebinar urged Todd to share his webinar formula, which led to the creation of his webinar training program. Webinar Works.

Today, on the Click and Convert podcast, Todd shares his expertise on the use of webinars for marketing, using ROI marketing to drive sales.

On the show, Sean and Todd discuss a number of different topics, including:

  • How to set realistic goals for webinar marketing, and what expectations customers should have
  • What type of content works in webinars, and how to go about identifying potential topics for your webinars
  • The sectors that webinars work for, and how this marketing technique isn’t more or less suited to any particular sector
  • Where webinars fit into the sales process, and how it isn’t necessarily the same in every situation
  • The best way to promote your webinars, and how to balance the investment of time and money in this promotion.
  • How there are many more types of webinar than simply live vs pre-recorded, and the benefits of each, providing you’re being honest to your customers
  • The importance of being sophisticated in your direct response marketing technique in your webinars and how to do this
  • The best webinar platforms, for both experienced webinar producers and webinar newcomers and how it can be worth investing more in a higher-quality platform
  • Audience size target should be a good ratio of how many people actually sign up to how many people actually listen to the webinar and how high-intent leads are most valuable. The importance of targeting those who didn’t listen as a follow up
  • Todd finishes the webinar with one key takeaway: the best webinars have more than just one person talking

Connect with Todd Earwood on Twitter

Bonus for all listeners:

As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunes, Stitcher and now on Spotify. If you like it we’d be grateful if you could leave a review


The Power of Conversational Copywriting

The power of conversational copywriting

On this week’s Click and Convert podcast, we speak with Nick Usborne copywriting and web writing expert.

Nick has written for some of the world’s best-known brands Citibank, Apple,
Chrysler, and New York Times to name just a few, having won 15 rewards for direct response copywriting in his time.

But it’s not just his own writing that is so impressive; Nick is also known for the training courses he gives to other copywriters and businesses looking to improve the quality of content on their websites.

Nick attributes his success to ‘conversational copywriting’, on which he shares his experience and expertise in today’s interview.

Sean and Nick discuss a range of different topics, including:

  • What exactly is conversational copywriting, and what makes it different to standard copywriting
  • The main elements of conversational copywriting and why it works so well
  • How businesses can use conversational copywriting to drive sales, for both long and short form ads, including Google Ads and Facebook Ads- you just need to encourage your audience to click
  • How anyone can employ these techniques, regardless of their existing copywriting skills and resources and how you can go about developing a conversational voice in your copy
  • Examples of companies that have successfully used conversational copywriting and conversation in their advertising. It applies to more businesses than you might expect.
  • The next step for someone looking to understand more about conversational copywriting and how they can use in their own writing.

Looking for more information on conversational copywriting? Visit Nick’s website or take advantage of his free course on conversational copywriting for listeners of the Click and Convert podcast.

Follow Nick on Twitter: @nickusborne

Check out one of Nick’s books

Nick’s examples of conversational copywriting done well:

As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunesStitcher and now on Spotify. If you like it we’d be grateful if you could leave a review

The Art of the Click by Glenn Fisher

art click

In this week’s show we interview Glenn Fisher, founder of, a free online resource for direct response copywriters and marketers. For over a decade, Glenn has worked with Agora, a multi-million pound international financial publisher and now writes on a freelance basis as well as coaching aspiring copywriters. In this interview, Glen delves into the wisdom behind his recent publication ‘The Art of the Click: How to Harness the Power of Direct-Response Copywriting and Make More Sales’, covering a range of topics including:

  • What exactly is copy, and the difference between direct and indirect-response copywriting
  • What experience goes into becoming a successful direct-response copywriter, and why it’s worth taking time to respect your copy- even if you don’t invest in a copywriting specialist
  • How direct-response copywriting is essential when it comes to the success of Google and Facebook Ads
  • The importance of reading and researching the entire way through the copywriting process and how getting inside the subject makes writing so much easier
  • How we can leverage rote learning to learn copywriting
  • The importance of touching emotions in copywriting to sell products
  • The four Ps and Us in copywriting and how they help you produce quality copy
  • The role a headline plays in the efficiency of your ad copy and the other ways you can attract attention to your copy
  • Why you need to get creative with your use of testimonials in your copy
  • The importance of giving users and incentive to make the click, and how clarity is vital in your call to action.
  • Knowing when to stop writing and managing your time.

Want to know more? Buy Glenn’s book ‘The Art of the Click: How to Harness the Power of Direct-Response Copywriting and Make More Sales

Get in touch with Glenn:

Twitter- @allgoodcopy



As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunesStitcher and now on Spotify. If you like it we’d be grateful if you could leave a review.

How To Apply A Subscription Model To Any Business with Gabe Weisert

How To Apply A Subscription Model To Any Business with Gabe Weisert

In this week’s show we speak to Gabe Weisert, managing editor of Zuora’s ‘Subscribed’ magazine and co-author of the recently released Subscribed: Why the Subscription Model Will Be Your Company’s Future – and What to Do About It. Gabe has previously written for Yahoo!,, and Andrew Harper’s Hideaway Report. Sean and Gabe discuss a range of topics covered in Gabe’s latest release including:

    • What exactly is the Zuora platform and how it allows businesses to convert their business into a subscription service.
    • How the subscription model can be beneficial to businesses and how even big brands, such as Caterpillar, have adopted this subscription model, as well as why certain subscription businesses haven’t been successful in the past.
    • The key implications on revenue, and what you should be aware of before you embark on the shift towards a subscription business model.
    • How your audience and SLA should be the key focus of your business model.
    • Why the four Ps of marketing (Price, Product and Promotion and Place) might not be as important as they used to be.
    • How the shape of your business and make up of your team will change as you make the shift to a subscription model.
    • The starting blocks for businesses looking to transition to subscription services and how a subscription model is suitable for every business as we transfer from an ‘asset to access’ mindset.

Want to find out more about applying the subscription model to your own business? Buy your copy of Subscribed: Why the Subscription Model Will Be Your Company’s Future – and What to Do About It. You can also take heed of Zuora’s inspiring advice by listening to the Subscribed podcast, or attending one of their global Subscribed conferences.

Get in touch with Gabe via Twitter or LinkedIn.

Killing Your Conversion Killers with Joris Bryon

Killing Your Conversion Killers with Joris Bryon

In this week’s podcast, we spoke to Joris Bryon, co-founder of, the conversion optimisation specialists.

Joris and his team help e-commerce companies increase revenue through a combination of conversion optimisation and A/B testing.

Joris’ recent publication ‘Kill Your Conversion Killers with The Dexter Method™ – A Pragmatic Approach to Conversion Optimization for E-commerce’ passes on his expertise so that you too can kill your conversion killers.

In the interview, Sean and Joris discuss a range of topics, including:

  1. How there’s more to increasing revenue for e-commerce websites than simply increasing traffic- not all traffic is equal.
  2. Why continually redesigning your website might seem like a good idea, but can often be counterproductive.
  3. The red button/green button theory and why the colour isn’t the most important factor in increasing your conversions, but the contrast and the size.
  4. A/B testing might be an essential element of conversion optimisation, but it isn’t the first or most important test, especially for low-level traffic sites.
  5. How often you might expect to find a winning combination when you’re running tests on methods to increase your conversions and how using a process, like the Dexter Method, can be a much more efficient way of testing.
  6. The potential dangers of following ‘best practises’ for e-commerce website optimisation- every site is different. This means that it’s important to find what works for your business, and that directly copying your competitors can be a bad idea.
  7. Getting people to convert can be about psychology. But before going there, there are some typical aspects of your site that should be assessed first, such as accessibility and usability.
  8. How big an impact design has on CRO, and how some elements of your homepage, such as sliders and video backgrounds can do more damage than good to conversion rates.
  9. What is micro-copy and why is it so important? Expedia saw a $12 million profit increase due to one micro change.
  10. An overview of the Dexter Method for CRO and its key steps: collect your data, execute the changes based on this data, test these changes, evaluate the changes, repeat. Joris explains the value of each step in this method.

Want to find out more? Buy your copy of ‘Kill Your Conversion Killers with The Dexter Method™ – A Pragmatic Approach to Conversion Optimization for E-commerce’

Get in touch with Joris:


Developing A LinkedIn Lead Generation System with Christine Nicholson

LinkedinIn this week’s Click and Convert podcast, Sean interviews Christine Nicholson, an author, speaker and consultant who helps businesses change their outcomes, in turn changing the lives of business owners and their families’ lives. In her role as The Profit Fixer, Christine has 25 years’ experience working with small and medium business owners to change how they think about success, teaching them to work smarter instead of harder to achieve their goals and increase their profits.

Christine kindly shared her expertise on how businesses can make the most out of LinkedIn and distinguish their business profile in just an hour each week, without spending a penny on premium features. Her advice touches on:

  • The importance of client engagement and connecting with the correct people on LinkedIn to ensure that your connections are mutually beneficial.
  • Why you need to understand your company and what you have to offer, researching competitors and pinpointing your USP before you create your profile.
  • The difference between your service and its value, but how both are intrinsically linked.
  • The value of posting and sharing high value content to show your connections and potential clients that you’re a good source of information. They’ll remember what they learned and link it back to you.
  • It’s not just your connections that are important, but the people they’re connected with, too.
  • Why automated messages simply won’t work, and how you’ll need to build your messaging machine before you get started.
  • The importance of consistency to establish your voice as trustworthy and respectful. People don’t want to be manipulated, and mixed messages can give the impression that you’re being dishonest.

If you’re looking for more of Christine’s expertise, be sure to check out her 2017 publication, 5-Minute Finance for advice on understanding numbers in business. Keep an eye out for her new book, What’s Your Profit Scoretm, due to be released in September 2018, that can help you understand how to get more out of your business.

Think you might benefit from Christine’s services? Head to to complete the short questionnaire for a business diagnosis and tips on how to help your business.

Contact Christine:

LinkedIn – /cnicholson66 – be sure to reference Click and Convert in your request to connect!

Email –

Facebook – /christinefixer

Twitter- @christinefixer


Crafting a Culture to Massively Grow a Business with Scott Bintz

Crafting a Culture to Massively Grow a Business with Scott Bintz

In this week’s episode, we spoke to Scott J. Bintz, founder of and author of Principles to Fortune: Crafting a Culture to Massively Grow a Business. Scott founded e-commerce in 1997, but after selling the successful business in 2015, he turned his attention to Red Headed Rebel, advising companies on their e-commerce & digital marketing ventures.

Scott used his passion for business to develop the Red Headed Rebel brand further, launching entrepreneurial coffee company RHR Brews and, a website selling parts for drag race cars.

In this interview, Sean and Scott discuss a number of different topics, including:

  • How Scott made his transition from his non-business background to e-commerce.
  • The strategies used Scott to onboard suppliers to take a risk on e-commerce when they were used to selling in brick and mortar stores.
  • How ‘the endless pursuit for more’ caused Scott to lose interest in business, and how his interested in dirt track racing and the development of helped him stay inspired.
  • The importance of overcoming failure. How testing something, reviewing its impact and making changes accordingly can make a bigger difference than getting it right first time.
  • The importance of being humble. Scott discusses how transparency and treating people right is the most important advertising method of all, and how he can balance this with running a successful business.
  • How both new businesses and developed businesses can take heed of Scott’s advice. He says it’s simply a matter of trial and improvement in getting a business to run smoothly.
  • The importance of nurturing the culture of a business in order that it outlives the CEO, and how Scott has been involved with since he sold the business in 2015.

Scott had some incredibly useful insights to share in this interview. If you’d like to know more, or have any further questions, these links may help:

Buy Scott’s book on Amazon.

Twitter: @Bintzness101


As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunesStitcher and now on Spotify. If you like it we’d be grateful if you could leave a review.