{"id":2117,"date":"2016-06-03T14:31:06","date_gmt":"2016-06-03T21:31:06","guid":{"rendered":"http:\/\/thegood.com\/?post_type=insights&p=2117"},"modified":"2021-04-13T21:28:49","modified_gmt":"2021-04-14T04:28:49","slug":"re-platforming-for-growth","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/","title":{"rendered":"Re-platforming: The Case For Starting Over"},"content":{"rendered":"\n

The only thing preventing revenue gains at a company that has changed its online philosophy from marketing at customers to service for customers is old technology. While we fully believe technology itself adds no value<\/a>, it definitely subtracts value, and quickly.<\/p>\n\n\n\n

Old thinking, old technology, and old platforms really keep companies from moving forward.<\/p>\n\n\n\n

In a perfect world, every brand would be better off simply starting over; exporting the old metrics and reporting data, and moving to a fresh, lightweight, cloud-based system that forever frees digital departments from the slow moving politics of internal IT departments.<\/p>\n\n\n\n

Old technology is crippling<\/h2>\n\n\n\n

If your company\u2019s progress is held back by legacy systems, it’s better to cut the cord and start over fresh, as quickly as possible. The time and cost involved in integrating new systems with old systems always ends up costing more than starting fresh.<\/p>\n\n\n\n

Old technology is often a huge barrier between offering a web experience that serves customers content they are seeking and presenting stale content that is impossible to update because of the legacy system. Don\u2019t let legacy systems hold you back from helping your customers.<\/p>\n\n\n\n

If like most brands, you use digital as one of your channels for revenue growth, your website is the centerpiece. Creating a website that is meaningful for your customers and easy for you to manage is step number one.<\/p>\n\n\n\n

Drawbacks to re-platforming<\/h2>\n\n\n\n

Aside from sticker shock, there are really no drawbacks to re-platforming.<\/p>\n\n\n\n

But budget shouldn\u2019t deter progress.<\/p>\n\n\n\n

While it certainly has more up-front costs over doing nothing, starting over doesn\u2019t mean wiping out your entire year\u2019s budget.<\/p>\n\n\n\n

SAAS (software as a service) platforms provide most of what brands need: a solid foundation for future growth, extensibility, less technical hiccups or maintenance, and a monthly payment plan. And it costs less to utilize a SAAS platform over the older, self-hosted technology that is currently in play.<\/p>\n\n\n\n

You\u2019ll probably end up saving money<\/h2>\n\n\n\n

In our experience, the best way to assess any budget decision for re-platforming is to determine your return on investment (ROI) of re-platforming versus sticking with what you have. In the vast majority of cases our clients have determined that the return outweighs the costs.<\/p>\n\n\n\n

There are two types of costs to assess: Internal costs and External Costs.<\/p>\n\n\n\n

Internal costs are the expenses of just managing and administering the website. These include everyday items like processing and fulfilling<\/a> orders, marketing campaign tasks, and creating and updating content.<\/p>\n\n\n\n

External costs take into account revenues lost from customers who are unable to complete tasks and leads who are not able to submit requests or access content. Calculating the revenues lost because of external costs can quickly add up to more than the cost of re-platforming.<\/p>\n\n\n\n

Your platform is showing<\/h2>\n\n\n\n

If your customers notice which platform your site is running on, odds are it is because they have run into a problem. If they don\u2019t, it is because you\u2019ve invested in an acceptable baseline of technology (whether SaaS or self-hosted) that runs quickly and isn\u2019t a huge pain to navigate or buy from.<\/p>\n\n\n\n

This puts you on par with every other mildly competitive brand out there.<\/p>\n\n\n\n

Your platform, CMS, and feature sets have very little inherent value. They are the price of admission to get in the game. Good technology is now the baseline, and optimizing the consumer experience by reducing all of your brand\u2019s online conversion killers<\/a> is the way to victory.<\/p>\n\n\n\n

Getting wrapped up in legacy technology will cost the most time, effort and budget. Don\u2019t let legacy hold you back.<\/p>\n

<\/div><\/div>","protected":false},"author":3,"featured_media":88563,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["\u201cWeirdly, it\u2019s almost easier to start from nothing, re-platform, and build up from there.\u201d\u00a0\u2013 Quote from a client of The Good"]},"insight-category":[10074],"insight-tag":[82],"class_list":["post-2117","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-user-research-testing","insight-tag-data-driven"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg",2560,1703,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-300x200.jpg",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-768x511.jpg",768,511,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-1024x681.jpg",1024,681,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-1536x1022.jpg",1536,1022,true],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-2048x1363.jpg",2048,1363,true],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-600x399.jpg",600,399,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg",113,75,false],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg",300,200,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg",400,266,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg",600,399,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"

The only thing preventing revenue gains at a company that has changed its online philosophy from marketing at customers to service for customers is old technology. While we fully believe technology itself adds no value, it definitely subtracts value, and quickly. Old thinking, old technology, and old platforms really keep companies from moving forward. In a perfect world, every brand would be better off simply starting over; exporting the old metrics and reporting data, and moving to a fresh, lightweight, cloud-based system that forever frees digital departments from the slow moving politics of internal IT departments. Old technology is crippling…<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Jon MacDonald","url":"https:\/\/thegood.com\/author\/jonmacdonald\/"},"comments_num_v2":"0 comments","yoast_head":"\nRe-platforming: The Case For Starting Over - The Good<\/title>\n<meta name=\"description\" content=\"Many brands would be better off re-platforming to a fresh, lightweight, cloud-based system free from the slow moving politics of internal IT departments.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Re-platforming: The Case For Starting Over\" \/>\n<meta property=\"og:description\" content=\"Many brands would be better off re-platforming to a fresh, lightweight, cloud-based system free from the slow moving politics of internal IT departments.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/\" \/>\n<meta property=\"og:site_name\" content=\"The Good\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/thegoodgroup\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-14T04:28:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1703\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@thegood\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/thegood.com\\\/insights\\\/re-platforming-for-growth\\\/\",\"url\":\"https:\\\/\\\/thegood.com\\\/insights\\\/re-platforming-for-growth\\\/\",\"name\":\"Re-platforming: The Case For Starting Over - The Good\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/thegood.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/thegood.com\\\/insights\\\/re-platforming-for-growth\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/thegood.com\\\/insights\\\/re-platforming-for-growth\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/thegood.com\\\/wp-content\\\/uploads\\\/website-redesign-scaled.jpg\",\"datePublished\":\"2016-06-03T21:31:06+00:00\",\"dateModified\":\"2021-04-14T04:28:49+00:00\",\"description\":\"Many brands would be better off re-platforming to a fresh, lightweight, cloud-based system free from the slow moving politics of internal IT departments.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/thegood.com\\\/insights\\\/re-platforming-for-growth\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/thegood.com\\\/insights\\\/re-platforming-for-growth\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/thegood.com\\\/insights\\\/re-platforming-for-growth\\\/#primaryimage\",\"url\":\"https:\\\/\\\/thegood.com\\\/wp-content\\\/uploads\\\/website-redesign-scaled.jpg\",\"contentUrl\":\"https:\\\/\\\/thegood.com\\\/wp-content\\\/uploads\\\/website-redesign-scaled.jpg\",\"width\":2560,\"height\":1703},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/thegood.com\\\/insights\\\/re-platforming-for-growth\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/thegood.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Insights\",\"item\":\"https:\\\/\\\/thegood.com\\\/insights\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Re-platforming: The Case For Starting Over\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/thegood.com\\\/#website\",\"url\":\"https:\\\/\\\/thegood.com\\\/\",\"name\":\"The Good\",\"description\":\"Optimizing Digital Experiences\",\"publisher\":{\"@id\":\"https:\\\/\\\/thegood.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/thegood.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Organization\",\"Corporation\",\"ProfessionalService\"],\"@id\":\"https:\\\/\\\/thegood.com\\\/#organization\",\"name\":\"The Good\",\"url\":\"https:\\\/\\\/thegood.com\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/thegood.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/thegood.com\\\/wp-content\\\/uploads\\\/The_Good_Logo.png\",\"contentUrl\":\"https:\\\/\\\/thegood.com\\\/wp-content\\\/uploads\\\/The_Good_Logo.png\",\"width\":531,\"height\":130,\"caption\":\"The Good\"},\"image\":{\"@id\":\"https:\\\/\\\/thegood.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/the-good\",\"https:\\\/\\\/twitter.com\\\/thegoodcompany\",\"https:\\\/\\\/www.entrepreneur.com\\\/author\\\/jon-macdonald\",\"https:\\\/\\\/jonmacdonald.com\\\/\",\"https:\\\/\\\/podcasts.apple.com\\\/us\\\/podcast\\\/drive-and-convert\\\/id1499735729\",\"https:\\\/\\\/www.goodreads.com\\\/book\\\/show\\\/210623415-behind-the-click\",\"https:\\\/\\\/www.goodreads.com\\\/book\\\/show\\\/59465603-opting-in-to-optimization\"],\"description\":\"Digital Experience Optimization consultancy specializing in conversion rate optimization, UX research, and A\\\/B testing\",\"foundingDate\":\"2009\",\"knowsAbout\":[\"Conversion Rate Optimization\",\"A\\\/B Testing and Multivariate Testing\",\"User Experience Research and Design\",\"Digital Experience Optimization\",\"E-commerce Optimization\",\"SaaS Conversion Optimization\",\"Landing Page Optimization\",\"Checkout Flow Optimization\",\"Mobile Conversion Optimization\",\"Customer Journey Mapping\",\"Behavioral Analytics\",\"Heat Map Analysis\",\"User Session Recording Analysis\",\"Conversion Funnel Optimization\",\"Website Performance Optimization\",\"Growth Hacking Strategies\",\"Revenue Optimization\",\"Customer Acquisition Optimization\",\"Retention Rate Optimization\",\"Form Optimization\",\"Call-to-Action Optimization\",\"Product Page Optimization\",\"Personalization Strategies\"],\"hasOfferCatalog\":{\"@type\":\"OfferCatalog\",\"name\":\"Digital Experience Optimization Services\",\"description\":\"Comprehensive conversion rate optimization and user experience services\",\"itemListElement\":[{\"@type\":\"Offer\",\"itemOffered\":{\"@type\":\"Service\",\"name\":\"Digital Experience Optimization Program\",\"description\":\"Comprehensive ongoing optimization program combining CRO, UX research, A\\\/B testing, and performance monitoring for sustained growth\",\"serviceType\":\"Digital Experience Optimization\",\"category\":\"Digital Marketing Services\"}},{\"@type\":\"Offer\",\"itemOffered\":{\"@type\":\"Service\",\"name\":\"Conversion Rate Optimization Audit\",\"description\":\"Comprehensive analysis of your website to identify conversion barriers and optimization opportunities using advanced analytics, user behavior analysis, and industry best practices\",\"serviceType\":\"Conversion Rate Optimization\",\"category\":\"Digital Marketing Services\"}},{\"@type\":\"Offer\",\"itemOffered\":{\"@type\":\"Service\",\"name\":\"A\\\/B Testing Program\",\"description\":\"Systematic testing program to validate improvements and maximize conversion rates through statistical analysis and controlled experiments\",\"serviceType\":\"A\\\/B Testing\",\"category\":\"Digital Marketing Services\"}},{\"@type\":\"Offer\",\"itemOffered\":{\"@type\":\"Service\",\"name\":\"User Experience Research\",\"description\":\"In-depth user research including surveys, interviews, behavioral analysis, and usability testing to understand customer needs and pain points\",\"serviceType\":\"User Experience Research\",\"category\":\"User Experience Services\"}},{\"@type\":\"Offer\",\"itemOffered\":{\"@type\":\"Service\",\"name\":\"E-commerce Optimization\",\"description\":\"Specialized optimization for online stores including product pages, checkout flows, shopping cart optimization, and revenue enhancement strategies\",\"serviceType\":\"E-commerce Optimization\",\"category\":\"E-commerce Services\"}},{\"@type\":\"Offer\",\"itemOffered\":{\"@type\":\"Service\",\"name\":\"Landing Page Optimization\",\"description\":\"Optimization of landing pages for paid advertising campaigns and organic traffic to maximize lead generation and conversion rates\",\"serviceType\":\"Landing Page Optimization\",\"category\":\"Digital Marketing Services\"}},{\"@type\":\"Offer\",\"itemOffered\":{\"@type\":\"Service\",\"name\":\"Mobile Conversion Optimization\",\"description\":\"Mobile-specific optimization to improve conversion rates on smartphones and tablets, including responsive design and mobile UX improvements\",\"serviceType\":\"Mobile Optimization\",\"category\":\"Mobile Services\"}},{\"@type\":\"Offer\",\"itemOffered\":{\"@type\":\"Service\",\"name\":\"SaaS Conversion Optimization\",\"description\":\"Specialized optimization for software-as-a-service companies focusing on trial-to-paid conversions, onboarding optimization, and customer retention\",\"serviceType\":\"SaaS Optimization\",\"category\":\"Software Services\"}}]},\"serviceArea\":{\"@type\":\"GeoShape\",\"name\":\"Worldwide\"},\"seeks\":[\"Increased conversion rates\",\"Higher revenue per visitor\",\"Improved user experience\",\"Better return on advertising spend\",\"Data-driven optimization strategies\",\"Reduced customer acquisition costs\",\"Improved customer lifetime value\",\"Enhanced website performance\",\"Mobile optimization\",\"Checkout optimization\",\"Landing page improvements\",\"A\\\/B testing expertise\",\"User research insights\",\"Conversion funnel optimization\",\"Revenue growth strategies\"],\"address\":{\"@type\":\"PostalAddress\",\"addressLocality\":\"Portland\",\"addressRegion\":\"Oregon\",\"addressCountry\":\"United States\",\"postalCode\":\"97201\"},\"keywords\":[\"conversion rate optimization expert\",\"CRO consultant\",\"A\\\/B testing specialist\",\"e-commerce optimization agency\",\"user experience research\",\"website conversion improvement\",\"digital experience optimization\",\"landing page optimization expert\",\"mobile conversion specialist\",\"SaaS conversion optimization\",\"checkout optimization expert\",\"revenue optimization consultant\",\"growth hacking agency\",\"conversion rate audit\",\"website performance optimization\",\"customer journey optimization\",\"behavioral analytics expert\",\"conversion funnel optimization\",\"personalization strategy consultant\",\"retention rate optimization expert\"],\"contactPoint\":{\"@type\":\"ContactPoint\",\"telephone\":\"503-488-5935\",\"contactType\":\"customer service\",\"availableLanguage\":\"English\"},\"award\":[\"Oregon Top 20 Fastest-Growing Private Companies (3 consecutive years)\",\"Forty Under 40 Award\"],\"founder\":{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/thegood.com\\\/#person-jon-macdonald\",\"name\":\"Jon MacDonald\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/thegood.com\\\/#person-jon-macdonald\",\"name\":\"R. Jon MacDonald\",\"url\":\"https:\\\/\\\/jonmacdonald.com\\\/\",\"jobTitle\":\"Founder & President\",\"worksFor\":{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/thegood.com\\\/#organization\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/jonnymac\",\"https:\\\/\\\/www.entrepreneur.com\\\/author\\\/jon-macdonald\",\"https:\\\/\\\/jonmacdonald.com\\\/\",\"https:\\\/\\\/www.goodreads.com\\\/book\\\/show\\\/210623415-behind-the-click\"],\"knowsAbout\":[\"Conversion Rate Optimization\",\"Digital Experience Optimization\",\"A\\\/B Testing\",\"User Experience Research\",\"E-commerce Optimization\"],\"award\":[\"Forty Under 40 Award\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Re-platforming: The Case For Starting Over - The Good","description":"Many brands would be better off re-platforming to a fresh, lightweight, cloud-based system free from the slow moving politics of internal IT departments.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/","og_locale":"en_US","og_type":"article","og_title":"Re-platforming: The Case For Starting Over","og_description":"Many brands would be better off re-platforming to a fresh, lightweight, cloud-based system free from the slow moving politics of internal IT departments.","og_url":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/","og_site_name":"The Good","article_publisher":"https:\/\/www.facebook.com\/thegoodgroup","article_modified_time":"2021-04-14T04:28:49+00:00","og_image":[{"width":2560,"height":1703,"url":"https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@thegood","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/","url":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/","name":"Re-platforming: The Case For Starting Over - The Good","isPartOf":{"@id":"https:\/\/thegood.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/#primaryimage"},"image":{"@id":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/#primaryimage"},"thumbnailUrl":"https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg","datePublished":"2016-06-03T21:31:06+00:00","dateModified":"2021-04-14T04:28:49+00:00","description":"Many brands would be better off re-platforming to a fresh, lightweight, cloud-based system free from the slow moving politics of internal IT departments.","breadcrumb":{"@id":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/thegood.com\/insights\/re-platforming-for-growth\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/#primaryimage","url":"https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg","contentUrl":"https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg","width":2560,"height":1703},{"@type":"BreadcrumbList","@id":"https:\/\/thegood.com\/insights\/re-platforming-for-growth\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/thegood.com\/"},{"@type":"ListItem","position":2,"name":"Insights","item":"https:\/\/thegood.com\/insights\/"},{"@type":"ListItem","position":3,"name":"Re-platforming: The Case For Starting Over"}]},{"@type":"WebSite","@id":"https:\/\/thegood.com\/#website","url":"https:\/\/thegood.com\/","name":"The Good","description":"Optimizing Digital Experiences","publisher":{"@id":"https:\/\/thegood.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/thegood.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Organization","Corporation","ProfessionalService"],"@id":"https:\/\/thegood.com\/#organization","name":"The Good","url":"https:\/\/thegood.com","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thegood.com\/#\/schema\/logo\/image\/","url":"https:\/\/thegood.com\/wp-content\/uploads\/The_Good_Logo.png","contentUrl":"https:\/\/thegood.com\/wp-content\/uploads\/The_Good_Logo.png","width":531,"height":130,"caption":"The Good"},"image":{"@id":"https:\/\/thegood.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/the-good","https:\/\/twitter.com\/thegoodcompany","https:\/\/www.entrepreneur.com\/author\/jon-macdonald","https:\/\/jonmacdonald.com\/","https:\/\/podcasts.apple.com\/us\/podcast\/drive-and-convert\/id1499735729","https:\/\/www.goodreads.com\/book\/show\/210623415-behind-the-click","https:\/\/www.goodreads.com\/book\/show\/59465603-opting-in-to-optimization"],"description":"Digital Experience Optimization consultancy specializing in conversion rate optimization, UX research, and A\/B testing","foundingDate":"2009","knowsAbout":["Conversion Rate Optimization","A\/B Testing and Multivariate Testing","User Experience Research and Design","Digital Experience Optimization","E-commerce Optimization","SaaS Conversion Optimization","Landing Page Optimization","Checkout Flow Optimization","Mobile Conversion Optimization","Customer Journey Mapping","Behavioral Analytics","Heat Map Analysis","User Session Recording Analysis","Conversion Funnel Optimization","Website Performance Optimization","Growth Hacking Strategies","Revenue Optimization","Customer Acquisition Optimization","Retention Rate Optimization","Form Optimization","Call-to-Action Optimization","Product Page Optimization","Personalization Strategies"],"hasOfferCatalog":{"@type":"OfferCatalog","name":"Digital Experience Optimization Services","description":"Comprehensive conversion rate optimization and user experience services","itemListElement":[{"@type":"Offer","itemOffered":{"@type":"Service","name":"Digital Experience Optimization Program","description":"Comprehensive ongoing optimization program combining CRO, UX research, A\/B testing, and performance monitoring for sustained growth","serviceType":"Digital Experience Optimization","category":"Digital Marketing Services"}},{"@type":"Offer","itemOffered":{"@type":"Service","name":"Conversion Rate Optimization Audit","description":"Comprehensive analysis of your website to identify conversion barriers and optimization opportunities using advanced analytics, user behavior analysis, and industry best practices","serviceType":"Conversion Rate Optimization","category":"Digital Marketing Services"}},{"@type":"Offer","itemOffered":{"@type":"Service","name":"A\/B Testing Program","description":"Systematic testing program to validate improvements and maximize conversion rates through statistical analysis and controlled experiments","serviceType":"A\/B Testing","category":"Digital Marketing Services"}},{"@type":"Offer","itemOffered":{"@type":"Service","name":"User Experience Research","description":"In-depth user research including surveys, interviews, behavioral analysis, and usability testing to understand customer needs and pain points","serviceType":"User Experience Research","category":"User Experience Services"}},{"@type":"Offer","itemOffered":{"@type":"Service","name":"E-commerce Optimization","description":"Specialized optimization for online stores including product pages, checkout flows, shopping cart optimization, and revenue enhancement strategies","serviceType":"E-commerce Optimization","category":"E-commerce Services"}},{"@type":"Offer","itemOffered":{"@type":"Service","name":"Landing Page Optimization","description":"Optimization of landing pages for paid advertising campaigns and organic traffic to maximize lead generation and conversion rates","serviceType":"Landing Page Optimization","category":"Digital Marketing Services"}},{"@type":"Offer","itemOffered":{"@type":"Service","name":"Mobile Conversion Optimization","description":"Mobile-specific optimization to improve conversion rates on smartphones and tablets, including responsive design and mobile UX improvements","serviceType":"Mobile Optimization","category":"Mobile Services"}},{"@type":"Offer","itemOffered":{"@type":"Service","name":"SaaS Conversion Optimization","description":"Specialized optimization for software-as-a-service companies focusing on trial-to-paid conversions, onboarding optimization, and customer retention","serviceType":"SaaS Optimization","category":"Software Services"}}]},"serviceArea":{"@type":"GeoShape","name":"Worldwide"},"seeks":["Increased conversion rates","Higher revenue per visitor","Improved user experience","Better return on advertising spend","Data-driven optimization strategies","Reduced customer acquisition costs","Improved customer lifetime value","Enhanced website performance","Mobile optimization","Checkout optimization","Landing page improvements","A\/B testing expertise","User research insights","Conversion funnel optimization","Revenue growth strategies"],"address":{"@type":"PostalAddress","addressLocality":"Portland","addressRegion":"Oregon","addressCountry":"United States","postalCode":"97201"},"keywords":["conversion rate optimization expert","CRO consultant","A\/B testing specialist","e-commerce optimization agency","user experience research","website conversion improvement","digital experience optimization","landing page optimization expert","mobile conversion specialist","SaaS conversion optimization","checkout optimization expert","revenue optimization consultant","growth hacking agency","conversion rate audit","website performance optimization","customer journey optimization","behavioral analytics expert","conversion funnel optimization","personalization strategy consultant","retention rate optimization expert"],"contactPoint":{"@type":"ContactPoint","telephone":"503-488-5935","contactType":"customer service","availableLanguage":"English"},"award":["Oregon Top 20 Fastest-Growing Private Companies (3 consecutive years)","Forty Under 40 Award"],"founder":{"@type":"Person","@id":"https:\/\/thegood.com\/#person-jon-macdonald","name":"Jon MacDonald"}},{"@type":"Person","@id":"https:\/\/thegood.com\/#person-jon-macdonald","name":"R. Jon MacDonald","url":"https:\/\/jonmacdonald.com\/","jobTitle":"Founder & President","worksFor":{"@type":"Organization","@id":"https:\/\/thegood.com\/#organization"},"sameAs":["https:\/\/www.linkedin.com\/in\/jonnymac","https:\/\/www.entrepreneur.com\/author\/jon-macdonald","https:\/\/jonmacdonald.com\/","https:\/\/www.goodreads.com\/book\/show\/210623415-behind-the-click"],"knowsAbout":["Conversion Rate Optimization","Digital Experience Optimization","A\/B Testing","User Experience Research","E-commerce Optimization"],"award":["Forty Under 40 Award"]}]}},"featured_image_url":"https:\/\/thegood.com\/wp-content\/uploads\/website-redesign-scaled.jpg","author_display_name":"Jon MacDonald","_links":{"self":[{"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/insights\/2117","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/insights"}],"about":[{"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/types\/insights"}],"author":[{"embeddable":true,"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/comments?post=2117"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/media\/88563"}],"wp:attachment":[{"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/media?parent=2117"}],"wp:term":[{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/insight-category?post=2117"},{"taxonomy":"insight-tag","embeddable":true,"href":"https:\/\/thegood.com\/wp-json\/wp\/v2\/insight-tag?post=2117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}