Elevate & Scale

We help ecommerce brands unlock hidden revenue and put their sales on autopilot while spending $0 extra on advertising. Our clients typically see 30% to 50% of their total revenue attributed to email (and SMS) marketing from our services.

Founder

Legacy Global Development

A real estate development company that owns and builds luxury resorts in Latin America and the Caribbean.

Chief Marketing Officer

Freelance

Expertise includes marketing strategy, branding, copywriting, paid traffic, and email marketing.

Services include:
● Craft a Brand Story and Unique Value Proposition that differentiates your brand from your competition and increases the perceived value of your offering.
● Plan a custom-tailored digital marketing strategy to meet your specific business objectives, such as improving brand awareness, generating more leads, or increasing sales.
● Leverage paid traffic (Google Adwords, Facebook Ads, etc) to send hyper-targeted traffic to your website or landing page.
● Build an automated marketing system (funnels, email marketing, etc) to attract and nurture leads while you sleep.

Copywriter & Consultant

Red Horizon Energy, Inc

I provided landman services for Fortune 500 oil companies and invested in and sold oil and gas assets. Our projects led to successful drilling programs that grossed over $530 million.

Owner

Is email marketing your most consistent and profitable sales channel?

It should be.

As advertising costs continue to soar and social media gets even more competitive, brands are seeing their profits dwindle because they no longer get the same ROI they used to from their top-of-funnel marketing.

That’s where email (and SMS) marketing come in.

Email marketing might not be the newest, sexiest thing, but it remains the highest, most consistent ROI of any marketing channel. And 72% of consumers STILL prefer receiving emails from their favorite brands.

The problem?

Most marketing emails suck… and we’re changing that.

At Elevate & Scale, we help ecommerce brands unlock hidden revenue and put their sales on autopilot while spending $0 extra on advertising.

Our clients typically see 30% to 50% of their total revenue attributed to email marketing.

What’s our “secret sauce” for high ROI emails?

1) Our unique Growth Branding Methodology – the art of infusing direct response copywriting, brand storytelling, and intuitive design for high-converting content that customers love.

2) Sales Process Optimization – the science of increasing conversions, average order value, and customer lifetime value through our proven email strategy frameworks.

3) Consumer-Focused Data – we leverage powerful insights from Klaviyo and Shopify to send targeted, personalized campaigns that scale your email marketing revenue.

Increase the ROI from your existing traffic and create an amazing customer experience!

Are you ready to elevate your email marketing?

Let's talk!

Kyle Stout

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.

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

By age 26, I'd had 33 different jobs.

My parents thought I was lost.

Every family gathering came with the question. "What are you doing now?" said with a mixture of hope and concern.

Paperboy. Busser. Radio DJ at 1am. Prep cook. Tae Kwon Do instructor. BBS host in the dial-up era. RedBull promo designer. House flipper. The list kept growing.

To some, it looked like failure. A kid who couldn't commit to anything.

But something strange was happening beneath the surface.

Each role forced me to learn fast.

The radio booth taught me to fill dead air without panic. The restaurant kitchen taught me systems under pressure. Coaching youth basketball taught me leadership through patience.

I was collecting adaptability.

When I founded The Good during the 2009 recession, those 33 "failures" became our competitive advantage. I could speak to designers, developers, marketers, and executives because I'd actually done their jobs.

The meta-skill behind all of it was learning how to learn.

Observing patterns, asking the right questions, and adapting quickly.

Once you master that skill, every unfamiliar situation becomes opportunity. Every new role becomes achievable. Every challenge becomes solvable.

I'm still collecting roles. Still learning. And... the parents have stopped worrying.

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

An MBA professor explained marketing better in 6 bullet points than most textbooks do in 600 pages.

I saw this taped to a wall in a conference room years ago. Still remember every line.

That's the test of great communication. Not complexity, but memorability.

After 16+ years of explaining conversion optimization to enterprise clients, I've learned something counterintuitive: the simpler your explanation, the more likely people are to act on it.

Early in my career, I'd show up with 40-slide decks packed with data. Executives would nod politely. Nothing changed.

Now I look for the version that fits on a napkin. The metaphor that makes someone laugh and immediately understand.

For example: "Your checkout has friction because you're treating it like a checkout instead of a conversation."

That single reframe has gotten more buy-in than any 12 page sales deck I've written.

Your customers don't need more information. They need an explanation they can't forget.

The same goes for your team, your investors, and your board.

If you can't explain what you do in a way that makes someone smile and nod, you haven't simplified enough yet.

Find your version of the dating analogy for whatever you're trying to teach.

I got a marketing email last week with this subject line: "FRAUD ALERT: Immediate action may be required."

Inside? A Black Friday sale extension.

Between the fake fraud alerts, the fake "oops we ordered too much" apologies, and the fake scarcity countdown timers, I need brands to bring different energy in 2025.

Because this is... trash.

Consumer trust is already in the basement. Some brands are actively digging to see how much lower they can go.

After 16+ years optimizing digital experiences, I've watched this pattern repeat. Brands chase a short-term conversion bump. They torch their customer lifetime value in the process.

The math never works out.

Hidden checkout fees? Statista research shows 56% of shoppers abandon carts when hit with unexpected charges.

Confusing unsubscribe flows? You keep the email but lose the customer forever.

Misleading button labels? Every tricked click erodes years of brand equity.

Harry Brignull coined "dark patterns" in 2010. Fifteen years later, brands are still choosing manipulation over persuasion.

Real optimization removes friction. It helps people find what they want faster. It builds experiences worth returning to.

Dark patterns take something from people without consent. That's not optimization... it's theft dressed in conversion metrics.

Your customers know the difference even when your analytics don't show it yet.

The brands winning long-term? They're competing on experience, not deception.

I've spent 16 years testing checkout flows for companies doing $50MM+ in digital revenue. Now I'm also running those same flows through AI browser agents.

Most are failing completely.

Industry research shows AI agents achieve only 14-61% success rates on websites. Sites converting humans at 60%+ are watching agents fail more than half the time.

These aren't experimental tools anymore.

OpenAI's Atlas. Anthropic's Claude for Chrome. Google's Gemini. Perplexity's Comet. 13 major browser agents are live and actively shopping.

47% of Gen Z uses AI weekly for shopping. 73% of all shoppers use AI somewhere in their journey.

Last week I watched Claude try to buy a shirt from a Fortune 500 retailer. It found the product, added it to cart, then spent 47 seconds fighting a size dropdown that required hover, pause, then click.

It gave up. So would anyone on mobile.

The sites winning agent commerce aren't redesigning for robots. They're simplifying for everyone.

Clean semantic HTML, proper form labels, and navigation that works without JavaScript gymnastics.

Every fix that helps agents also helps screen readers, slow connections, and impatient humans.

So if you're running $50MM+ in digital revenue and haven't tested your site with browser agents, you have a conversion leak you can't see.

The abandonment is already happening.

I asked the founder/CEO of a Shark Tank funded company why he chose The Good to turn their website into a top revenue channel.

Here's what he said.

___

✅ Want to turn your website into a top revenue channel for your company in the next 90 days?

👉 Find out how we can help: https://hubs.la/Q03SX2P80

Most ecommerce brands are already planning their holiday discount strategy.

That's probably why they'll miss their revenue targets.

After working with enterprise brands for over a decade, I've noticed a pattern: The teams obsessing over the latest holiday shopping "trends" are the same ones scrambling to explain underperformance in January.

Meanwhile, the brands hitting their goals aren't chasing trends at all.

They're focusing on seven fundamental principles that convert traffic year-round—not just during the holiday surge.

Here's the reality: You can't compete with Amazon on price. But you can destroy them on experience.

• Make it effortless. Give shoppers control over their time with clear navigation and easy access to what they need.

• Limit choices strategically. More options sound good until cognitive overload kills the sale.

• Be authentic and available. Nothing tanks conversion faster than burying customer service behind endless FAQ pages.

• Build trust through transparency. Full disclosure on shipping and returns beats fine print every time.

• Win on experience, not discounts. The lowest price isn't always the best buy, and shoppers know it.

The brands still running the discount playbook are training customers to never pay full price. That's not a growth strategy—it's a race to the bottom that ends with explaining missed targets.

Holiday traffic is an opportunity to prove your value, not slash your margins.

Get all seven principles to leverage holiday traffic for long-term growth (without joining the pricing race) in the article below.

View newsletter: Digital Journey Insights

Learn how to leverage your increased holiday traffic for long-term growth instead of simply resorting to short-term seasonal discounts. Originally sha

Open article: Holiday Shopping Trends: Separating Short-Term Hype from Long-Term Help by Jon MacDonald • 7 min read

Holiday Shopping Trends: Separating Short-Term Hype from Long-Term Help

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