DXO Consultants

As a consultant specializing in digital experience optimization (DXO) and conversion rate optimization (CRO), I help businesses enhance their online presence and drive measurable growth. With a proven track record in e-commerce and digital marketing, I provide strategic insights and actionable solutions to boost customer engagement and increase conversions.

Chief Executive Officer

Ideal Living

In this capacity, I directed the strategic and day-to-day execution of all E- Commerce aspects, including sales, budgets, promotions, customer experience, and digital marketing programs (SEO, SEM, CMS, PPC, Email, retargeting, mobile, affiliates, social media, and marketplaces). I oversaw digital acquisition for a portfolio of 10-15 unique brands, managing distinct CPA goals and critical KPIs. I maximized website usability, performance, ROI, P&L, and online marketplaces including Amazon US, Amazon International, and Walmart.

Key Achievements:
• Increased online revenue by 83% in 2020 and over 100% from 2021 to 2023 through innovative marketing techniques and platform optimization.

• Directed and managed a diverse portfolio of 10-15 unique brands, leading digital acquisition and customer retention strategies, consistently achieving and surpassing critical KPI goals.

• Elevated Amazon sales from 7 figures to 8 figures from 2019 to 2023, achieving a 223% revenue growth.

Vice President, Digital

Hi-Health Corporation

While serving in this role, I directed the strategic and day-to-day execution of all E-Commerce activities, including sales, budgets, promotions, customer experience, and digital marketing programs (SEO, SEM, CMS, PPC, Email, Retargeting, Mobile, Affiliates, and social media). I developed marketing strategies to drive customer growth and manage online customer interaction.

Key Achievements:
• Enhanced site usability and reduced load times by 50%, leading to a 109% increase in the e-commerce conversion rate, improving overall customer experience and sales.

• Created and launched targeted marketing campaigns that increased online revenue by 30%, showcasing my ability to develop effective strategies driving substantial financial growth.

• Targeted the best and most profitable brands, resulting in an 11% increase in online AOV.

• Reduced paid search CPA by 59%, cut PPC costs by 22%, and increased revenue by 71% through optimized advertising strategies, demonstrating my ability to enhance advertising efficiency and ROI.

• Elevated email marketing revenue by 28% and increased the conversion rate by 38% by improving the quality of campaigns and creative pieces.

Vice President, Ecommerce

ZAGG, Inc.

During this time, I was recruited to design, build, and manage the company's technical infrastructure and lead e-commerce operations. I oversaw strategic planning and execution of e-commerce activities, achieving double-digit growth in online sales consistently for 10 years. I led the digital strategy and operations, contributing to double-digit growth in online sales annually, demonstrating sustained success in driving revenue growth.

Key Achievements:
• Achieved a return on investment exceeding 600% through innovative customer acquisition strategies via social media.

• Produced formalized budgets and strategic plans for the executive team, aligning with profitable business strategies and ensuring healthy profit and loss.

• Recruited and led a team of skilled web developers to architect and build an enterprise-class e-commerce platform supporting $36 million in annual sales.

• Directed and managed re-platforming on three occasions, including the transition to the Magento Enterprise Edition e-commerce platform.

• Utilized YouTube to drive sales and acquire customers, resulting in 15 million video views, and was invited by Google to participate in the YouTube Marketing Ambassadors program.

Director of E-Commerce/Global Web Operations

Are you struggling to turn website visitors into loyal customers? You're not alone!

Many online businesses face the challenge of:

→ Low Conversion Rates: Visitors come to your site, but few take action, leaving potential revenue on the table.
→ Poor Digital Experience: A frustrating user experience can drive your audience away before they even explore your offerings.
→ Lack of Insights: Without the right analytics, you may be guessing at what’s working and what’s not.

But fear not! I specialize in conversion rate and digital experience optimization services that can:

Transform your website into a conversion powerhouse, turning visitors into customers.
Create an engaging and seamless user experience that keeps potential clients interested.
Provide actionable insights based on data analytics to fine-tune your strategy for maximum results.
Ready to elevate your online business? Let's connect and start optimizing your conversions today!

As a results-driven E-commerce Leader and Digital Marketing expert, I have a proven track record of driving substantial revenue growth and enhancing conversion rates through innovative strategies and careful platform enhancements. My expertise lies in orchestrating all facets of E-Commerce operations, including sales, budgets, promotions, customer experience, and comprehensive digital marketing programs (SEO, SEM, CMS, PPC, Email, retargeting, mobile, affiliates, social media, and marketplaces).

I have directed the strategic and day-to-day execution of all E-commerce activities. My leadership not only achieved an 83% increase in online revenue in 2020 but also spurred over 100% growth from 2021 to 2023, demonstrating a consistent ability to drive financial growth through creative marketing techniques and intelligent digital optimizations.

I have significantly improved e-commerce conversion rates by 109% by enhancing site usability and reducing load times by 50%. My targeted marketing campaigns have increased online revenue by 30%, while my optimized advertising strategies have effectively reduced CPA and increased ROI. Furthermore, I've led large-scale social media campaigns, achieving a return on investment exceeding 600% and substantially boosting brand presence and customer engagement.

I am passionate about leveraging data-driven insights to refine business decisions and marketing strategies, continuously improving performance metrics and business outcomes.

John Hesch

CEO The Good – Optimization for top brands like Nike, Xerox, Adobe, The Economist & many more | Author & Speaker | 6'7" 🏀 | Jr Olympic 🥇🥋 | jonmacdonald.com | 📘 Latest Book 👉 thegood.com/oito

Every bad digital experience costs you money. My mission is simple: remove them all until conversion becomes inevitable.

I founded The Good 16+ years ago to turn user insights into revenue. We're the trusted Digital Experience Optimization advisory for household names like Adobe, Nike, Xerox, Intel, and The Economist.

Together, we've generated hundreds of millions in additional revenue by optimizing the full digital journey from first touch to retention.

I've written three best-selling books on conversion optimization and am a frequent keynote speaker at Google, Autodesk, and industry events worldwide.

Also building tools for UX researchers and consultants. Currently in beta: Clipses.ai. Turn user interview transcripts into shareable video clips in minutes. Helping teams eliminate hours of rewatching footage.

Folks will tell you I love to compete: I'm a former college basketball player (and still playing on a club travel team) and won the USA Jr Olympic gold medal in Taekwondo when I was 10. But, business is the ultimate sport.

Book a 15-minute optimization strategy call → https://thegood.com/contact/

📨 DM me to start improving the digital journey of your website or app… or to debate LeBron vs Jordan as the GOAT.

Jon MacDonald

I laughed at Docusign's 7,000 employees. But the iceberg beneath that number changed my mind.

A digital signature tool. How hard can it be?

Then I looked at the actual operation.

35 billion signatures processed every year. Compliance across 180 countries. 1.8 million paying customers. A dataset of 150 million consented agreements no competitor can replicate.

CEO Allan Thygesen broke the headcount down. Roughly 5,000 in sales, marketing, and support. About 2,000 in engineering and product.

The signing page is maybe 2% of the work. The other 98% is what keeps 95% of the Fortune 500 coming back.

I recognize this pattern from running The Good for 16 years.

From the outside, conversion optimization looks simple. Test some buttons. Change some headlines. Ship it.

In reality, it requires deep research methodology, enterprise compliance knowledge, and pattern recognition from hundreds of engagements with Adobe, Nike, and Xerox.

The visible part of any serious business is always the smallest part.

Vibe coders look at a signing page and think they can rebuild Docusign in a weekend. They're rebuilding the 2%. The other 98% took two decades.

Every mission-critical SaaS is an iceberg. If you can only see the interface, you're missing what actually makes it work.

Digital Experience Optimization + AI Browser Agent Optimization + Entrepreneurship Lessons | 3x Author | Speaker | Founder @ The Good – helping Adobe, Nike, The Economist & more increase revenue for 16+ years

I've spent 16 years in user research. The outrage over synthetic users is misdirected.

Not because they're perfect. They're not.

But the panic follows a pattern I've seen before.

When online surveys replaced in-person interviews, researchers called them unreliable. When unmoderated testing replaced lab studies, purists said it was reckless. When analytics tools started supplementing qualitative work, teams resisted for years.

Every time a faster, cheaper tool showed up, the industry called it snake oil. Every time, the tool found its place.

We're researching this right now at The Good. There are 248 peer-reviewed papers on LLMs simulating human behavior, up from 27 in 2023 to 121 last year alone. Research presented at ICML showed LLM-based participants can replicate findings from classic psychology and economics experiments.

Even Nielsen Norman Group acknowledged synthetic users work for early hypothesis testing and exploration.

The co-founder of Synthetic Users said it himself: "You're never gonna stop talking to real people."

The real problem is vendors marketing AI participants as a replacement for real research. Criticize the sales pitch, not the tool.

Most enterprise teams I work with aren't choosing between synthetic and real participants. They're choosing between real users and speed. Synthetic research lets them test 10 hypotheses in the time it takes to recruit for one usability study.

Perfect research is a myth. The teams shipping the best products use every tool available, in the right context, at the right time.

I built my first website in 1996. Anyone can do that now in 5 minutes.

But nobody vibe coded Adobe's trust in us.

I've heard the same prediction for 16 years. WordPress will kill agencies. Then Squarespace. Then no-code tools. Now AI coding.

Each time, the pundits focus on the wrong thing. They see the interface and assume that's the product.

It never is.

The interface is maybe 5% of the value. The other 95% took years to build.

Enterprise relationships. Regulatory knowledge. Institutional expertise from hundreds of engagements. SOC 2 compliance. The phone call at 2am when something breaks.

There are five things you can't vibe code: brand trust, distribution, regulatory compliance, proprietary data, and customer relationships.

I'd add a sixth. The judgment that comes from optimizing digital experiences for Adobe, Nike, Xerox, and The Economist over 16 years.

A weekend coder can build a checkout flow. They can't tell you why it's underperforming or what to change. That takes pattern recognition from thousands of tests.

Technology always lowers the barrier to building. It never eliminates the need for expertise.

My business has grown through every "this kills that" cycle. I expect this one will be no different.

I spent 6 months building a product. Then zero people showed up to the launch.

The launch emails went straight to spam.

Here's what happened…

We had a waitlist of people who asked to be notified. Real signups. Real interest. We crafted the launch announcement. Hit send.

Crickets.

Not low open rates. Zero engagement. Like the email never existed.

Turns out, new domains have no sender reputation. Email providers (Gmail, Outlook, Yahoo) treat them like potential spam sources by default. Your carefully written launch sequence lands in junk folders before anyone sees it.

The product wasn't the problem. The infrastructure was.

We've since added Warmy.io to every pre-launch checklist at The Good Ventures. It warms up new domains over 2-3 weeks, building sender reputation before you send anything important.

Not glamorous work. Nobody talks about it in launch playbooks.

But it's the difference between an invisible launch and one your audience actually sees.

If you're launching something new, check where your emails are actually landing before you hit send on that announcement.

Your waitlist signed up because they wanted to hear from you. Make sure they can.


PS – here’s a free week to give Warmy.io - Email channel. Reliable. a try: https://warmy.io?fpr=jon

Google started rejecting emails outright in November 2025. Microsoft followed. Most founders have no idea their emails are being blocked.

This isn't about cold outreach or marketing blasts.

This affects every email your company sends. Password resets. Invoices. Order confirmations. Customer support replies.

Google moved from "filter to spam" to "reject entirely" for emails that don't meet authentication requirements. Microsoft did the same in May 2025. No bounce notification. No warning. Just silence.

The requirements at a minimum are now SPF, DKIM, and DMARC all properly configured. Spam complaint rates below 0.3%. And a one-click unsubscribe for bulk senders.

If your domain doesn't meet these standards, your emails simply don't arrive.

I discovered this while launching new products under The Good Ventures. We now use Warmy to monitor domain health and warm up new sending domains before any important communications go out.

The bar for email deliverability jumped significantly in 2025. But most small companies haven't caught up because nobody told them to.

Check your domain's authentication status today.

What you don't know about your email infrastructure is already costing you customers who never receive your messages.


PS – Here’s a free week to give Warmy a try: https://warmy.io?fpr=jon

I've spent 16 years optimizing digital experiences for brands like Nike, Adobe, and Xerox.

But the next wave of "visitors" to their websites won't be human.

AI agents are already browsing sites, researching products, and making purchase decisions on behalf of real buyers. Most enterprise websites aren't ready for them.

Profound just raised $96M to fix that. And I'm fired up about it.

Engineers have Cursor. Lawyers have Harvey. Marketers now have Profound.

Their agents aren't just tools. They're autonomous workers that collaborate across your entire marketing team. AEO, SEO, content, PR, demand gen.

That's a massive unlock. We're talking 10x productivity potential for lean marketing teams who are already stretched thin.

Figma, Walmart, Ramp, U.S. Bank are already investing here. The enterprise demand for AI-powered marketing infrastructure is real and accelerating.

Congrats to the Profound team. Answer Engine Optimization is one of the fastest-moving categories in marketing right now, and the brands that figure this out early will have a massive edge.

More on the raise 👉 https://lnkd.in/gtAGfJ5E

I spent 16 years fixing the same conversion failures for Nike, Adobe, and The Economist. But I never realized I was doing product research.

Every engagement at The Good followed a pattern:

A brand calls. Visitors aren't converting. We dig in, find the friction, and optimize it away. Then the next brand calls with the exact same problems: Broken onboarding. Confusing pricing pages. Checkout flows that leak revenue at every step.

After a few hundred of these, something shifted. I stopped seeing individual client problems and started seeing product opportunities.

That realization built The Good Ventures.

UserInput was born from watching brands waste weeks waiting for user testing results they needed in days.

Clipses came from watching researchers spend entire afternoons hunting through interview footage to find one quote. We had the same problem internally.

PredictiveAX came from an even stranger pattern. We'd optimize a site for human visitors, then watch AI agents completely fail on the same pages. Different user. Same site. Opposite outcomes.

Every product in the portfolio started as a manual fix we repeated too many times. The pattern recognition from client work was the market research.

Most founders build first, then hunt for customers. Consultants have the opposite problem. We already have validated pain. We just need to build.

If you keep solving the same problem across different clients, you already have what most founders spend years searching for: validated demand.

I watched COVID nearly destroy 11 years of building The Good. But that crisis built something better.

In 2020, our services business all but shut down for a quarter. Clients froze budgets overnight. Projects vanished.

One revenue stream. One point of failure.

I'd spent a decade helping brands reduce risk through optimization. Testing small changes. Measuring results. Never betting everything on one idea.

Yet my own company was one giant bet.

In 2021, I launched The Good Ventures. A portfolio of small, focused products. Each born from patterns we kept seeing across client work.

No massive funding rounds. No 18-month builds. Small bets with clear metrics and fast feedback.

Jeff Bezos built Amazon's dominance through thousands of small experiments, not moonshots. I applied that same principle to venture building.

Some of our bets took off. Others taught expensive lessons. The portfolio absorbs both.

My EO forum helped me see this clearly. Several founders ran diversified businesses. They weathered downturns that nearly broke mine.

One revenue stream feels like focus.

It's actually fragility.

Diversify like you'd optimize: small bets, real data, and the willingness to kill what isn't working.

I laughed at this LinkedIn reply. But Okta data shows 350 SaaS apps per enterprise.

The reply: "I can now create the same tool in about a day. SaaS is over."

This take is everywhere right now. B2B SaaS stocks lost $1 trillion in value this year. The narrative feels convincing.

The data tells a different story.

Bureau of Economic Analysis numbers show corporate spending on self-built software dropped from 50% to just 15%.

Companies don't want to build tools. Even when they can.

Because building is the easy part. Maintaining, securing, updating, supporting, and scaling is where the real work lives.

That "one day" to build becomes one year to get SOC 2 certified. Two years to earn enterprise procurement approval. Five years to build the integration ecosystem customers depend on.

The average large company runs 350-400 SaaS apps because each one solved a problem they didn't want to own.

It's all been said before... WordPress was going to replace agencies. No-code was going to replace developers. AI is going to replace SaaS.

Each prediction confuses the ability to build with the ability to operate.

SaaS isn't dying. The bar for earning enterprise trust is just getting higher.

I got to be one of five returning guests who interviewed Sani for the No Hacks 5-year anniversary episode.

Five years. 218 episodes. Zero hacks.

That didn't happen by accident. It happened because Sani has spent five years doing the work, sharing what he learns, and earning trust the hard way.

Slobodan is one of the smartest people I know when it comes to the agentic web. He's also one of the most generous with his time and knowledge.

We're building PredictiveAX together on the side, helping companies prepare their websites for AI browser agents. Working alongside him has been one of the highlights of my career. 

Listen to this episode. It's packed with insights on where the agentic web is headed and what you need to do about it now.

Congrats on 5 years, Sani 🎉

We haven’t quite figured out how AI understand and uses the web we built for ourselves. I’m trying to do that. | Keynote speaker | Host of the No Hacks podcast (200+ eps)

After five years and 218 episodes I couldn't think of a better way celebrate than letting other people ask the questions for once.

I invited five previous guests to interview me for the anniversary episode. Kelly Wortham, Iqbal Ali, Talia Wolf, Jon MacDonald, Shiva Manjunath. Five different people, five different angles on the agentic web. One of them tried to convince me the whole thing is overhyped. (It didn't work)

Here's what kept coming up across all five conversations:

The basics are the strategy. A fully functional website built for humans gets you 80-90% ready for AI agents. Accessibility, semantic HTML, schema, page speed. The stuff you've been putting off? That's optimization now.

AI agents are already between users and websites. Chrome has 3 billion users and started shipping Gemini. Apple is putting AI into every device. There will be an AI layer in front of every interaction. Your website needs to be discovered, cited, and usable by that layer.

WebMCP is one of those things that could change everything. Right now it takes an AI agent 3-5 minutes to fill a basic web form. WebMCP gives agents a clean interface to your front end. It's still early, but if it lands as a standard, every website can become an agentic website.

The rankings model is dead. Prompting ChatGPT a hundred times and averaging your position to 4.7 is not measurement. Real tracking is just arriving. Bing launched AI analytics in beta last week. Google will have to follow.

Five years of this podcast and the message hasn't changed. No hacks. Just do it well. The difference is that now the cost to not doing it is higher.

Link in comments.

Every SaaS growth guide tells you to run A/B tests, offer free trials, and iterate quickly.

But what if your users are patients whose data you can't touch? Or bank customers protected by strict compliance rules?

I've watched too many regulated SaaS leaders give up on optimization entirely, believing their constraints make growth impossible. They see Canva and Spotify's success stories and think, "That could never be us."

They're half right.

Traditional product-led growth won't work when system failures mean massive fines or when your HR platform needs enterprise-wide rollout to function.

But here's what we discovered: You can validate hypotheses and optimize experiences before they ever touch your production environment.

Our research shows AI-powered heatmaps can predict user behavior with 92% accuracy, without requiring any actual user data. Lookalike user testing reveals friction points without exposing sensitive information. Rapid experimentation validates ideas before a single line of code changes.

It's off-site, experiment-led growth. Same insights, different methods.

Healthcare software. Fintech platforms. Government contractors. They're all growing within their constraints.

Your compliance requirements don't have to be growth blockers. For the full breakdown of tactics and implementation steps, check out the article below.

View newsletter: Digital Journey Insights

The traditional growth playbook falls short when compliance, privacy, and regulations limit your ability to experiment or follow product-led growth pr

Open article: Regulated SaaS Companies Need a Different Approach to Growth. What Actually Works? by Jon MacDonald • 8 min read

Regulated SaaS Companies Need a Different Approach to Growth. What Actually Works?

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