Will Laurenson, the founder of Customs Who Click, discusses the importance of conversion rate optimization (CRO) in e-commerce. He explains that CRO involves customer research, problem-solving, and optimizing the website to improve advertising efficiency, conversion rates, and customer satisfaction.
Brands typically reach out to CRO agencies either because they have a problem on their website or because they want to scale and improve their performance.
Laurenson introduces the UAM method (usability, anxiety, motivation) that his agency uses to analyze and suggest areas for improvement. He emphasizes the significance of usability, search functionality, and clear navigation in enhancing the user experience.
In our chat, Will discusses the importance of reducing anxiety and building trust in the e-commerce customer journey. He emphasizes the need to make search more obvious and to provide reassurance, reputation, and reliability to customers.
We’ve also discussed the importance of highlighting both the benefits and features of a product, as well as the challenges of abandoned carts.
Will provides tips for digital commerce leaders, including the importance of speaking to customers and asking for help.
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Guest: Will Laurenson, the founder of Customs Who Click
LinkedIn: https://www.linkedin.com/in/willlaurenson/
Customs Who Click – https://www.customerswhoclick.com/
Takeaways:
- Conversion rate optimization (CRO) involves customer research, problem-solving, and optimizing the website to improve advertising efficiency, conversion rates, and customer satisfaction.
- The UAM method (usability, anxiety, motivation) is used to analyze and suggest areas for improvement in CRO.
- Usability, search functionality, and clear navigation are key factors in enhancing the user experience and improving conversion rates. Reducing anxiety and building trust are crucial in the e-commerce customer journey.
- Making search more obvious can improve the user experience.
- Reassurance, reputation, and reliability are key elements of building trust.
- Highlighting both the benefits and features of a product is important in convincing customers to make a purchase.
- Speaking to customers and asking for help are valuable strategies for digital commerce leaders.
Chapters:
00:00 Introduction and Background
02:48 The Importance of Conversion Rate Optimization
06:00 The UAM Method: Analyzing and Improving Conversion Rates
10:02 Enhancing Usability, Search Functionality, and Navigation
23:06 Making Search More Obvious for a Better User Experience
26:08 The 3R Trust Method: Reassurance, Reputation, and Reliability
29:12 Balancing Benefits and Features in Product Messaging
35:30 Addressing the Challenges of Abandoned Carts
37:39 Tips for Digital Commerce Leaders: Speaking to Customers and Asking for Help
