Customers Who Click (Will Laurenson)

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this episode, we welcome Tracy Laranjo, an expert in harnessing the voice of the customer. We discuss the importance of customer feedback, customer service, and how it can improve business strategies. Tracy shares her expertise in conversion optimization and experimentation, emphasizing the value of customer reviews, support tickets, and surveys. We also discuss the challenges of aligning customer desires with leadership goals and the importance of prioritizing the customer experience. The conversation includes examples of how changes in return policies and discreet shipping can impact conversion rates. We also caution against blindly following best practices and copying competitors. Tracy also recommends using open-ended questions to gather customer insights and emphasizes the value of continuous testing and experimentation. If you want to learn more, tune in to this insightful podcast!

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 141 of the Customers Who Click podcast, Will spoke with James Robinson, the Head of CRO at Sofology. We explored a range of topics including CRO for high ticket products, the importance of measuring impact throughout the funnel, and how to provide customisation without overwhelming and confusing customers. Understanding what a business need was, understanding what a user need was, understanding what could be achieved from a digital perspective, and helping kind of create those experiences. Trust is essential for any business, and it comes about through social proof, and the way the company acts and behaves. If a company treats its customers well, gives them a great experience on top of a great product, they’ll see conversion and retention. James is the Head of CRO at Sofology, you can find him on LinkedIn or head over to sofology.com

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join Eric Melchor, Partnership and Personalisation Ambassador at OptiMonk, as he discusses Conversion Rate Optimization (CRO) and how it can be used to create a personalized online shopping experience for customers. Learn about tactics such as the Trojan Horse method for building an email and SMS list, gamification or quizzes for collecting zero-party data, and creating a sense of urgency with next-day delivery or free delivery options. Plus, get access to a personalization project plan template and checklist when you attend one of Eric's workshops every other week at OptiMonk.com/bootcamp.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this episode of Customers Who Click, Will Laurenson chats with Guljeet Samra. Guljeet shares her journey from digital media to e-commerce, emphasizing the importance of mapping the customer journey and having a well-structured team. She discusses strategies for dealing with tech bloat, the benefits of leveraging agencies, and the value of community in the e-commerce space. Tune in for practical insights on optimizing customer experience and driving growth in challenging times.

Peter Carter, a marketing consultant specialising in Facebook ads explains the key do’s and don’t behind Facebook advertising. You’ll learn some of the biggest mistakes people make when approaching Facebook advertising (including going to Facebook groups for the answers), and how easy it is to actually run these easily and profitably for your business. Peter’s been running Facebook ads since 2013. Built and sold 2 of his own brands (one of them did $175,00 in month 2 after launch).

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 107 of the Customers Who Click podcast I was joined by Dominick Keenan from ClickBank, one of the biggest affiliate platforms in the world. We’re going to be talking through what makes a good affiliate program, what mistakes brands make, and also what brands need to be aware of & cautious of when dealing with affiliates. While it is a performance channel, affiliate marketing isn’t just a platform channel, its a relationship channel. You absolutely need to be building relationships with affiliates that you actually want to work with, and will perform for you, you can’t just signup anyone and let them do their thing. Dominick is the VP of Sales & Account Management at ClickBank, an affiliate marketplace for entrepreneurs and ecommerce companies. You can connect with him on Linkedin or head over to https://www.clickbank.com/

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join us for the latest episode of the podcast, where Cale Ostby, Director of Ecommerce at Wichita Furniture, shares his insights on how to create a great customer experience both online and offline. We'll discuss topics such as marketing automation platforms, website search capabilities, product selection challenges and more. Tune in now to learn more!

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 120 of the Customers Who Click podcast I spoke with James Ewens, the Head of Ecommerce at Furniture Box. We had a great chat about how businesses can use their tech stack to help them grow. Not just from a marketing point of view, but also creating efficiencies within the business, and removing mistakes and errors. All of what we do is based around using tech to further improve the speed at which we can list or the efficiency with which we can sell. If you can make efficiencies in key areas of the business, such as Product Information Management, it can significantly speed up the process of listing products on new channels, and it also reduces the likelihood of mistakes being made. This in turn then gives you more time and resource to dedicate to other areas of the business where you havent yet made these efficiencies. James is the Head of Ecommerce at Furniture Box. You can connect with him on LinkedIn or head over to https://www.furniturebox.co.uk/.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 114 of the Customers Who Click podcast I sat down with Kaus Majita, Co-Founder of Mason, to talk about how brands can use automation to grow their business. Not just your standard marketing automation emails though, there’s a wealth of opportunity out there for brands to automate areas of their business and become more efficient. About 25,000 stores set up on Shopify every month, thats a crazy amount of choice for customers. Brands are going to succeed by doing 2 things well, standing out, and creating efficient businesses. Think of all the tasks you spend hours doing each week, realistically how many of those could be automated to save you time? Thats what Kaus and Mason are here to help with. Kaus is the Co-Founder of Mason, a content automation platform for ecommerce brands. You can connect with her on LinkedIn or head over to https://getmason.io/.

Ottilia Stridh, CRM Manager at Act London, joins Will Laurenson to discuss the power of subscription models in e-commerce. They dive into strategies for customer retention, the role of personalisation in CRM, and how brands can enhance loyalty through tailored experiences. Ottilia also shares insights on cross-channel consistency, direct mail strategies, and overcoming pricing objections in the premium beauty space. Whether you're a subscription-based business or looking to improve customer engagement, this episode is filled with actionable takeaways. Tune in to learn how CRM can be a game-changer for e-commerce growth.

In episode 57 of the Customers Who Click podcast, I was joined by Robert Rand to talk about site speed. Robert is the Director of Partnerships & Alliances at JetRails, a mission-critical eCommerce hosting service. Robert has over a decade of experience in helping merchants benefit from sound eCommerce and digital marketing strategies, assisting organizations of all types and sizes to grow and succeed via digital commerce.

In episode 41 of the podcast i spoke with Oli Bridge the CMO at Bonjoro about how brands can go that step further and delight customers in a targeted, scalable manner. Delighting customers is a great way to build loyalty and word of mouth, and it really helps show the human side of your brand. It helps connect your employees with customers and helps them view the business on a more individual basis, rather than just looking at spreadsheets and data all day.

In episode 100 of the Customers Who Click podcast with Jeremy Epperson, the Chief Growth Officer at ConversionAdvocates, we'll be exploring how brands can get going with Conversion Rate Optimisation, Jeremy is a leader in the Conversion Rate Optimisation space with over 14 years experience helping startups kick off their CRO programs You can connect with him on LinkedIn.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Dive into the world of ecommerce video marketing with Stela Braje, VP of Sales at VideoWise, in this episode of Customers Who Click. Discover how video content revolutionizes consumer engagement and boosts conversion rates, offering a near-in-store experience online. Learn from Stella's expertise in implementing effective video strategies, hear success stories from top brands, and get a peek into the future of digital marketing. This episode is a treasure trove for marketers and e-commerce professionals looking to leverage video content to elevate their brand and connect deeply with their audience.

Retention expert Thomas Lalas joins Will Laurenson to discuss why most brands fail at keeping customers engaged and how to fix it. They cover pricing strategies that drive long-term subscriptions, why brands should focus on value perception in the first two weeks, and how tools like Klaviyo, Typeform, and ReferralCandy can be used in unexpected ways. Thomas also shares experiments on direct mail, personalised videos, and the impact of branding on retention. If you’re struggling with churn or want to improve customer lifetime value, this episode is full of practical strategies you can implement right away.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 118 of the Customers Who Click podcast I sat down with Neil Forrest, the Strategic Partner Manager at Gorgias, one of the most popular customer support platforms in the ecommerce space right now. A lot of businesses treat customer service as a cost centre, its just something that has to be done. But there’s actually so much opportunity to help the business grow by both converting, and retaining customers. And while it probably shouldnt be treated as a sales team, its absolutely possible to measure the impact good customer service has on revenue. The key thing that people agreed on was doubling down on retention. Its looking more and more likely that we’re going to head into a difficult period, so its absolutely crucial that businesses do whatever they can to convert customers, and importantly retain them. Retained customers are significantly cheaper to generate extra revenue from, so once you’ve got people through the door, make sure you keep them. Neil is the strategic partner manager at Gorgias, an ecommerce focused customer support platform. You can connect with him on LinkedIn or head over to https://www.gorgias.com/.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 1119 of the Customers Who Click podcast I spoke with Sarah Williams, an on-air host and producer. She specialises in shoppable live streaming, helping brands sell using engaging video content that also engages their community at the same time. The money that gets made through shoppable live streaming in the east is just, it's insanity. It can be a bit tough to get into shoppable live streaming, and really make it work for your business. But if you get it right, the rewards it will reap will be amazing. This can work for any business that has products that either require a bit of an explanation, or benefit from demos and tutorials. Fashion might be a bit more difficult, but anything skincare, jewellery, beauty is great. Even electronics, computing, home appliances, cooking, maybe food…as long as you can create content showing off your products and talking about them without talking unnecessarily. Sarah is an on-air host and producer, you can connect with her on LinkedIn or head over to her website, Jeremy is the Chief Growth Office of ConversionAdvocates, a CRO agency specialising in turning data into business intelligence. Jeremy has been running CRO programs for over 14 years. You can connect with him on LinkedIn or head over to https://sarahwilliams.tv/

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 132 of the Customers Who Click podcast I caught up with Harvey Hodd, co-founder and CEO of Relo by Blueprint. With a background in building and running successful Shopify stores, Harvey witnessed first-hand some of the issues in the customer journey - specifically post-order. We’ll be discussing Harvey’s thoughts about these issues, and how best to solve them. Ultimately struggling with subscription churn prompted Harvey and his business partner to launch an app specifically to help with this problem, so you can expect plenty of practical advice on optimising and managing subscription models effectively. Harvey is CEO and co-founder at Relo by Blueprint, you can connect with him on Linkedin.

In episode 53 of the Customers Who Click podcast, I had a fantastic chat with Kenda Macdonald about buyer’s psychology and customer journey.  Kenda is the CEO of Automation Ninjas, a digital agency specialising in behavioural marketing automation. Interestingly enough, Kenda started off as a Forensic psychology major, but while still in Uni, she got involved in marketing automation and realised there’s a massive mismatch between the way the brain works and how people put marketing together.

In episode 37 I spoke with Chris Jordan, founder of Carryr, all about how brands can use more flexible and convenient delivery options to improve conversion rates, average order values, and loyalty. Allowing your customers to pick the time slots they want to receive an order (down to an hour or 2) significantly boosts your brand reputation. With customers happy to pay more to receive their orders at times that are actually convenient for them.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx This podcast conversation discusses the "try before you buy" model and how it fits into the customer journey. Imagine being able to order all the products you want from a shop, without spending any more, receiving those products, trying them or checking them out, and just sending back anything thats not what you had hoped for? And only then do you get charged. Of course you’re convert better. Of course you’re going to spend more money per order. Almost all of the risk in the purchase is removed, because you only pay for the items that you keep, and youre only going to keep the items you’ve experienced and decided are fit for purpose. Seems like a no brainer to me as a business, don’t you? Today i am joined by Ben Davis, Founder and CEO of Trynow, if you haven’t heard of them, they’re a platform that allows businesses to offer a Try Before You Buy model to their customers. Super important given the growth of ecommerce and people purchasing at distance, they obviously dont have the opportunity to experience the product in hand as you would in-store. TryNow changes that.

Matthew Barnett, founder of Bonjoro takes us through how businesses can use personalised and unique videos to surprise and delight their customers. In this episode, you’ll learn how quickly and easily you can create these videos and even send them to hundreds or thousands of customers easily to create a more engaged and loyal customer base.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 117 of the Customers Who Click podcast I spoke with Anthony Ciavirella, one of the Co-Founders at ManMade, a new men's products brand based in Canada. They place a huge focus on the quality of their product and speaking with their customers to make sure they continue to provide the best for them. Impressively, they’ve managed to put together a team of four friends who not only get along fantastically, but also complement each other's ability It’s myself and my three best friends, our tightest and more compatible friends. They spent 10 months in R&D putting together, going through about 34 iterations to come up with their hero product. There’s no cutting corners for these guys, they’re serious about their stuff (and I can confirm, its great!). Anthony is the Co-Founder at ManMade, a mens products brand based in Canada. You can connect with him on LinkedIn or head over to https://manmadebrand.com/.

In episode 75 of the Customers Who Click podcast, I sat down with Arlen Robinson to discuss what affiliate marketing is and how it relates to influencer marketing. We also talk about what mistakes hold brands back from their profits, and how brands & affiliates can survive a cookie-free world.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Ethan Song joined the podcast to talk us through how brands can leverage communities to grow their e-commerce presence. Whether this is utilising existing communities, or build their own, it's definitely one of the hottest topics in e-commerce right now.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this podcast episode, Will and guest, John Chan, CEO of 2X Growth Agency, discuss the challenges brands face in choosing the right marketing channels and when to expand. They share insights on generating demand, optimizing conversion rates, and selecting channels based on product category. They also delve into the importance of profitability, testing, and scaling channels sequentially. With practical advice and real-life examples, this podcast is a valuable resource for anyone looking to enhance their marketing strategies and grow their business.

In episode 93 of the Customers Who Click podcast, I had a fantastic chat with Asad Hamir about how DTC brands can use content marketing to grow. Asad is the Co-Founder of Nolii, a lifestyle-led tech accessories ecommerce brand. He has been involved in the telecoms and tech industry for 12 years but surprisingly, he comes from a medical background. Specifically, optometry. You can connect with him on Twitter, LinkedIn or head over to https://nolii.com/

In episode 48 of the Customers Who Click podcast, I spoke with Deri Jones about how to build a reliable tech stack. If there’s a way to complete a task without getting a team of developers involved, you’d probably jump right onto it - I know I would (and I do!). Sometimes there really is no need to reinvent the wheel, especially when a single widget or a plugin can do the job, right? But, with so many options available to marketers today, choosing the right solution can be a bit of a nightmare.

In episode 32 I spoke with Roger Nairn, Founder & CEO of JAR Audio, an agency which helps launch podcasts for brands. Podcasts are a great way for brands big and small to grow, provided you get your strategy right. Roger has an extensive career in advertising including 8 years at DDB working with some of the worlds biggest brands. He founded JAR Audio in 2018 to help brands build ROI driven podcasts that help acquire, engage, and retain customers.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this episode, Jonny Longden, the Director of Digital Experience at Journey Further discusses the misunderstood concept of Conversion Rate Optimization (CRO). He emphasizes the importance of evidence-based decision-making and differentiation in CRO. The conversation also explores common mistakes and the need for a holistic approach. They address the challenge of explaining CRO's value to smaller brands and suggest gradually introducing them to its benefits. The use of Full Story as a CRO tool is recommended, along with investing in expertise.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Dive into the fascinating world of email and SMS marketing with Jimmy Kim, the visionary behind Sendlane. Discover how Jimmy transitioned from automotive sales to a digital entrepreneur, revolutionizing e-commerce communication. Learn the secrets behind leveraging customer clicks for targeted marketing campaigns and hear Jimmy's expert strategies for boosting revenue through intelligent segmentation and retargeting. This episode is a treasure trove of insights for marketers aiming to enhance their digital strategies and deepen customer engagement in today's fast-paced online environment.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join the conversation as Will Laurenson interviews Sophie Bond, marketing director at Nice Wine, a UK-based wine challenger brand. They discuss the importance of community-led growth, disrupting traditional categories, and the rise of canned wine. Learn how Nice Wine engages with its community and involves them in the product development process, and gain insights into the significance of customer feedback and community engagement in shaping the direction of a business. Don't miss out on this informative and engaging podcast!

In this episode, I spoke with John Preston from Superstar Bots all about chatbots, where they fit into the marketing mix, and importantly, how to use them. Chatbots are a fantastic way of engaging with customers, but it's so crucial you get the long term strategy correct. With the 24hour rule in place, if you don’t get it right, chatbots can be an incredibly expensive and wasteful marketing channel.  Fortunately, John is here to tell you how to implement them properly!

In episode 69 of the Customers Who Click podcast, we dive into the dreaded world of the iOS update with Shane Austrie.  The iOS 14.5 update shook marketers and brands to the core. With Apple users now being asked whether they allow apps to track their data, many simply have been opting out because they can. And, because of all the bad press about data tracking. Shane is the CTO of Silicon Valley Consulting, a company helping companies to utilize data to build revenue-generating tools and insights.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 111 of the Customers Who Click podcast I’m joined by Grant Deken, the CEO of Unstack, and we’re going to be discussing landing pages in the ecommerce space, and how they can produce better ROI for your acquisition efforts. How do you put all that data into action to get better results for the marketing that you're already doing? Companies put so much time and effort into tweaking ad copy, creative, audiences to try to get that perfect mix, but then dump them all back onto the same generic homepage or product pages. Landing pages have always been key for B2B, but there’s no reason why they can’t be for B2C as well. Grant is the Co-Founder & CEO of Unstack, a Shopify landing page platform designed to create tailored experiences for your customers and drive better marketing ROI. You can connect with him on LinkedIn or head over to https://www.unstack.com/

In episode 96 of the Customers Who Click podcast, I had a fantastic chat with Stephanie Bregman about how Manly Bands overcame attribution and other data issues caused by the recent iOS changes, how licensed partnerships have been a powerful contributor to growth, and how they keep on top of new technologies and emerging customer experiences. Stephanie is the CMO of Manly Bands, an ecommerce business selling unique wedding bands for men. Stephanie has been involved in retail marketing for 20 years and started off as a marketing consultant for MB. You can connect with her on LinkedIn, Twitter or head over to https://manlybands.com/.

This weeks guest was David Hoos of Conversmart, here with me to talk all about how brands can make use of SMS as a marketing and customer engagement channel. It’s a difficult channel to use as its so intrusive, but this is exactly why it’s so powerful. With 90%+ open rates within minutes of sending you can ensure your message gets in front of your audience, but you just have to make it the right message. Too promotional too often and you’ll see those unsubscribe rates rocket.

In episode 46 of the Customers Who Click podcast, I chat with Damien Roux, Chief Executive Officer of Drimify, about gamification. The beauty of gamification is that it can be applied to any aspect of your business, whether we’re talking onboarding new or re-engaging churned customers or even building employee happiness as well. Gamification is much more than rewards and badges. It could be a quiz or a test - anything that augments the experience for the customer and provides value for everyone.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 140 of the Customers Who Click podcast, we’re joined by Drew Wolgemuth, founder and CEO of Wove. He’s sharing how he’s managed to successfully bring engagement ring shopping, traditionally a more old-fashioned in-person process, into the ecommerce world. Drew has managed to keep this process highly personalised, while also efficient, and at all times maintaining an an excellent customer experience. He’ll be sharing his top tips on how to create an outstanding customer experience with the optimal number of touchpoints and right amount of customer choice. Drew Wolgemuth is the founder of www.wovemade.com, you can find him on Linkedin.

Nadia Babar, Head of Marketing at Wingback, joins Will Laurenson to explore creativity in e-commerce marketing. They discuss the shift towards authentic, user-generated content, the unpredictability of social platforms, and the importance of brand storytelling. Nadia shares how Wingback engages customers by showcasing product longevity, while Will explains the psychology behind pricing and positioning. They also explore strategic brand collaborations and why brands need to optimise before scaling. Whether you’re a marketer looking for fresh ideas or a brand navigating the evolving digital landscape, this episode is full of practical insights and thought-provoking discussions.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this episode of Customers Who Click, Will Laurenson talks with Frederica Watson, Head of E-Commerce at Rodial Group. Frederica shares her unique journey from law to e-commerce, stressing the importance of a full funnel approach and consistent customer experience. They discuss the significance of data-driven strategies, review mining, and the power of user-generated content. Frederica’s insights are invaluable for brands looking to enhance their e-commerce strategies and improve customer engagement.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Dive into the world of Amazon marketing with Hristo Arakliev, co-founder of Hyperzon, on Customers Who Click. Discover why Amazon's unique platform requires a dedicated approach, distinct from traditional social media marketing. Learn how to significantly enhance your brand's visibility and sales on Amazon with Hristo's expert strategies, from optimizing product listings to integrating SEO tactics for increased organic traffic. This episode is an essential listen for brands looking to expand their reach and double their business on Amazon.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 125 of the Customers Who Click podcast I spoke with Frost Li, Founder of Social Chat. Social Chat does focus on shoppable live streams, but they also work with you to ensure you can re-use that content, chop it up and turn it into useful sales material across the customer experience. Video content, especially live, is great for dealing with questions and concerns. A lot of the time customers dont want to read paragraph after paragraph of text to find the answers, but the same content in video format can be acceptable to them. I've always been working to really get users to click more, and more importantly, with satisfaction with every click. This satisfaction piece is key. Customers have limited tolerance for websites, so if they’re not getting what they expected when they click, that tolerance gets used up and eventually they bounce. Frost is the Founder of Social Chat, you can find her on LinkedIn or head over to https://socialchat.ai/

In episode 80 of the Customers Who Click podcast, I had an invigorating chat with Andrew Lees, Founder of Stoke Ventures and Co-founder of Maholla Products, a company that creates the Grassracks brand. We talked about how to build trust with your customer, simple steps to differentiate your brand through better customer service, and how affiliate marketing and Pinterest can help boost your online sales.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this episiode, Will Laurenson discusses the benefits of review mining with guest Lorenzo Carreri. They discuss how review mining can improve conversion rates and customer lifetime value by scraping and categorizing reviews. They also touch on the use of AI and data privacy challenges. The conversation concludes with a discussion on using review mining to improve product images and the need for better communication between Amazon and eCommerce platforms. They also talk about the "jobs to be done" framework and ChatGPT.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join Will and his guest Arsh Sanwarwala, the founder of ThrillX, as they discuss the secrets to creating a successful website design and improving conversion rates. Discover the power of data-driven decisions, the significance of aesthetics and trust, and the importance of tailoring design choices. Learn how to remove friction and optimize user experience. Don't miss out on valuable insights and tips for ecommerce website design. Tune in now to revolutionize your online presence!

In episode 33 I spoke with Zach Schiffman about how brands can excel at using customer activation experiences to explode their social media presences and engage customers for long term growth. With a dual major in television production and entertainment marketing, Zach has cornered for himself a niche market that brings high-end photo and video activations to large brands and companies.  Brands trust Zach and Studio Z to add a creative spin on the age-old photo booth.

In episode 49 of the Customers Who Click podcast, I had a fantastic chat with Tom Griffiths about the importance of monitoring customer sentiment. Tom is the Chief Revenue Officer at talkAItive, the world's first AI Consumer Digital Intelligence tool to understand emotions. He has spent the last 7 years within media and Tech building relations, implementing strategy, growing revenue and raising capital. Tom has a thirst for knowledge and a strong fascination with Big Data, and Data Analytics.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this Episode, Mary Ann Pruitt, CEO at Mosaic Media, discusses the power of programmatic media buying and audience targeting. Learn how brands can reach specific audiences with precision and the importance of individual persona targeting. Discover the value of testing different markets and demographics to find the perfect customer for your brand. Gain insights on messaging, customer experience, and the various targeting capabilities in programmatic advertising. Don't miss out on expert advice and tips for understanding your audience and finding the right partner. Tune in now to unlock the secrets of effective marketing strategies!

This week I spoke with Sam McNerney, a customer research consultant who works with some of the worlds biggest brands. Customer research is such an important piece for any business, whether it’s getting feedback about your products or your website, or collecting data around brand affinity. It’s difficult to do properly, and write questions that aren’t leading or create some sort of bias. Luckily, in this episode Sam gives a great example of what the right question might look like.

In episode 44 I had a fantastic chat with the MD of Trufit EMEA, Sarah Curran all about how brands can go much deeper with personalisation to create amazing customer experiences. Personalisation is key to improving the customer experience, but we’re not just talking about first names, or loose category suggestions. You need to be doing this on a one to one basis, but on scale. You need to be making use of your data, really understanding what your customers like to improve your customers experience.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join us on Customers Who Click for a deep dive into e-commerce marketing with Tim Brown, a maestro in performance marketing. Discover how understanding your customers can transform your brand, learn the art of creating value beyond your products, and gain insights into strategic leadership in marketing. Tim's journey at Huckberry and his insights from co-founding Ocana are packed with lessons on leveraging customer feedback, segmenting your audience, and empowering your team. Tune in for a masterclass on cultivating a customer-centric approach and scaling your e-commerce strategy.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this episode of Customers Who Click, Doug Franklin, founder and CEO of Penny Black, discusses how brands can transform the unboxing experience into a powerful engagement tool. By leveraging data to personalize inserts, Penny Black turns standard ecommerce packaging into a profit center. Doug shares insights on the importance of personalization, successful use cases, and the future of physical touchpoints in ecommerce. Tune in to learn how your brand can enhance customer loyalty and drive sales through innovative unboxing strategies. Connect with Doug on LinkedIn or visit pennyblack.io for more information.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 108 of the Customers Who Click podcast I spoke with Bant Breen, the founder of Qnary who provide reputation management and talent branding solutions. In this episode we explored why building personal reputation is so important, and can really drive trust in a ecommerce brand. Leveraging that human voice is critical to building trust in a business. Some of the most powerful campaigns I’ve run for my clients have involved personal style communications. Ones that come from an employee and are written as if they are from a person. Consumers want to engage with brands that they feel are run by real people, and this is why building personal reputation is so important. If you’d like to connect with Bant you can find him on LinkedIn or head over to https://www.qnary.com/.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join Ben Labay, CEO of Speero, as he discusses the power of conversion rate optimization (CRO) and how it can drive revenue for your business. Discover the secrets to motivating customers, showcasing ROI, and designing effective tests. Gain insights from a CRO expert and learn how to balance revenue goals with a customer-centric approach.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join Matt Kelly, founder of Space Goods, as he discusses strategies for improving e-commerce brand success. He talks about the launch of his latest product, and how he had to pivot away from its original angle due to regulatory issues. In 2023, Matt wanted his brand to stand out from other brands selling mushroom coffee replacement drinks so he created a conversation with his pink and blue branding as well as product names that hint at something else. In this podcast conversation, Matt discussed the importance of doing something different to promote growth.

In episode 42, I spoke with Jeff Coyle the Co-Founder of MarketMuse all about how AI can help you take your content strategy to the next level. Jeff Coyle is a data-driven search engine marketing executive with more than 20 years of experience in the search industry managing products and website networks. Jeff helps content marketers, search engine marketers, agencies and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights

Derric Haynie joined me to talk about picking the right tech stack.

In episode 85 of the Customers Who Click podcast, we talk to Laur Fiatoa, Director of CRM and DEI Committee Chair at Helix Sleep. Laur manages three different brands under the Helix Sleep umbrella: Helix Sleep, Allform by Helix, and Birch by Helix. She explains how this diversification has helped grow this fantastic and still quite young D2C brand grow fast!

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Today Will is talking with Shea Gerhardt, Founder of Budderflys about how they're disrupting the multi-billion dollar earbud market. We'll be learning about how the industry currently innovates, where it's headed over the next 5-10 years, and how Budderflys is going to be disrupting that.

I’m joined by Tyler Sullivan to talk about email marketing that converts. Tyler is the founder of BombTech Golf, an eCommerce store with over $20 million sold online since 2012 and  eCom Growers, a certified Klaviyo email marketing agency. He calls himself an accidental entrepreneur, as his journey with BombTech Golf started when he became frustrated with poor quality golf club assembly. Tylor decided to cash in his 401k, started making his own ones and sold them by engaging with his Facebook follower

In this episode I spoke with James Schad, Co-founder of We Grow Startups, about Facebook and Instagram advertising, and where they fit into business growth. Contrary to popular belief, Facebook ads aren’t a guaranteed success. You can have the best ads and targeting in the world, but if your website sucks, you won’t make any sales. That said, Facebook offers an incredible ability to target potential customers based off their interests and demographics.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this episode, Will Laurenson & Christian Hoppe discuss the importance of YouTube ads for e-commerce brands and how it can be a valuable channel for growth opportunities. They delve into the specifics of YouTube ads, including ideal length and addressing objections within the video. They also discuss the role of YouTube ads in the marketing mix and common mistakes to avoid. Overall, this podcast provides valuable insights into the world of YouTube ads and highlights the potential for growth and success that this channel can offer e-commerce brands.

In episode 87 of the Customers Who Click podcast, I had a fantastic interview with Drew Himel about how to supplement your email marketing strategy with SMS marketing, how to personalize your email marketing strategy, and how to make conversion rate optimization (CRO) efforts more profitable.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 115 of the Customers Who Click podcast I spoke with Jon MacDonald, Founder of thegood, a CRO agency in the States. They’ve been optimising sites for over 13 years now, helping brands grow not just through conversion rate optimisation, but also by improving average order values and lifetime value. Our mission is to remove all the bad experiences, so only the good remain. If you really focus on the customer experience, the customer journey, and what their goals are, thats only going to work in your favour. Too many brands try to put pressure on customers to complete a purchase through FOMO or scarcity, or just run promotions. When actually, going back to basics, understanding customers and communicating to them properly is whats needed. Jon is the Founder & CEO of thegood. You can connect with him on LinkedIn or head over to https://thegood.com/.

In episode 79 of the Customers Who Click podcast, I had a fantastic chat with Eli Weiss, Director of Customer Experience at OLIPOP, a deliciously refreshing tonic with prebiotics, botanicals, and natural plant fiber for a healthy gut. In this talk, we go through examples and anecdotes - from OLIPOP and other brands - to help you upgrade your definition of customer experience.

In episode 74 of the Customers Who Click podcast, I had an invigorating chat with Jeremy Gillespie about how to make YouTube ads work for your eCommerce brand and what are the pitfalls to avoid.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In this episode of Customers Who Click, Will Laurenson chats with Joel Garthwaite, CMO at Frive. Joel shares his unique journey from classical musician to e-commerce marketing leader. He emphasizes the importance of understanding the total addressable market, hyper-personalizing campaigns, and leveraging customer feedback and data. Joel also discusses Frive's rebranding efforts and their mission to provide high-quality, organic ready-to-eat meals. Tune in to hear valuable insights on effective marketing strategies, competition, and maintaining product quality.

In episode 70 of the Customers Who Click podcast, I had a fantastic chat with Katharine Biggs about shipping and post-purchase experience. Post-purchase experience… is not something many DTC brands take seriously - or so it seems to me. As soon as the order confirmation is sent to the customer, many ecommerce stores go radio silent (out of 150 UK’s top retailers, an astonishing 87% cease communications right after checkout). No shipping updates. Boring unboxing experience. 

In this episode I spoke with Ben Stirling from Webloyalty all about the world of behavioural economics, and how the biggest brands use their understanding of consumer behaviour to grow. Ben takes us through a  study conducted by Webloyalty and London Economics which explains how behavioural economics can be used to convert traffic into paying customers, and retain them in the long term. Ben has a wealth of experience, and has spent the last 2 years as Managing Director of Webloyalty.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 105 of the Customers Who Click podcast I spoke with Frederick Vallaeys, the CEO of Optmyzr about how you can get ahead of the competition in the PPC space, despite everyone having access to the same tools, the same ability to set up campaigns. The human element will help you stand out and beat the competition. It’s all about the human element, and this is where being a real marketer is worth its weight in gold. There are so many platform experts out there, or less experienced business owners who just set their campaigns up and let Google do its thing. But real marketers who understand customer behaviour have a huge advantage. Frederick is the CEO of Optmyz, a SaaS tool allowing for smarter automation in pay-per-click search. Prior to that Frederick spent almost 10 years at Google , half as their Adwords Evangelist. You can connect with him on LinkedIn or head over to https://www.optmyzr.com/.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Valentin Radu, founder of OmniConvert and leader in the Customer Value Optimization (CVO) space, joined Will on the podcast to discuss CVO. He shared his story of selling life insurance and how it taught him about optimization. He discussed his experience building an internet service provider, running the largest online car insurance player in Romania, and founding OmniConvert which helps companies convert more customers from their visitors.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx This week I welcome Adam Kitchen back to the podcast, Adam joined me for one of the first episodes to talk about the essentials in marketing automation, and today we’re going to talk about whats important in 2023, and what really is the key to a good CRM program in 2023.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 139 of the Customers Who Click podcast, we’re sitting down with James Gossling, director of ecommerce at Sports Research. With almost 20 years of experience in the ecommerce space, James brings a wealth of knowledge and experience with him. His approach? Using data to make all of his decisions. James’ shares practical examples of all the different areas where clean data makes all the difference. He’ll share his tips on how to make Amazon work, what the formula is, and how to use data from Amazon to launch successfully in other places. We also discuss why to leave customers on their preferred platform, and resist the temptation to try to pull them across to D2C. James is director of ecommerce at Sports Research, one of the largest Amazon stores - you can find him on Linkedin.

Tristan Burns, the analytics lead from Pizza Hut Digital Ventures joined me today to discuss the art of conversion rate optimisation. In this episode you’ll learn how the team at Pizza Hut Digital Ventures grows one of the biggest brands in the world by analysing data and coming up with creative solutions to the customer experience.  What are the biggest myths with CRO? Where should you get started? and what’s probably the number 1 thing to consider when running your tests.

In episode 65 of the Customers Who Click podcast, I had a great chat with George Barnett Reid about selling on Amazon. I know people on both sides of the fence on this. Some insist that selling through Amazon just cannibalises your business and makes data collection really difficult, and others will argue that it’s an incredibly powerful way of acquiring new customers. I see it as a fantastic opportunity to get more visibility for your own brand.

In episode 101 of the Customers Who Click podcast I spoke with Alex McEachern, Director of Marketing at Repeat. In this episode we’re going to be talking about why retention marketing is so important, but also why there is so much more to it than just email marketing. It’s getting tougher and more expensive every week to acquire new customers at the moment, so its absolutely vital that brands are putting in the time and effort into the retention side of the business. But its not as simple as just setting up a few automations and then blasting out a campaign every week, there’s so much more to retention, and definitely more than 1 ‘retention marketer’ can do. Alex is the Director of Marketing at Repeat. A SaaS platform that enables brands to turn one time buyers into repeat customers. You can connect with him on LinkedIn or head over to https://www.getrepeat.io/.

Khaleel Gonzalez explains how you can use TikTok as a marketing channel both organically and with advertising. In this episode you’ll learn the tactics and techniques for really getting value out of TikTok as a marketing channel. It’s not an easy one to use and requires a lot of work, but the content consumption on a daily basis is huge, and there aren’t many brands on the platform yet so there’s huge opportunity available.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Eli Packhouse joined the podcast to discuss his new product InstaFloss. Eli is an inventor and started two companies, Singular Sound in 2013 and a second company in 2017 to pursue his idea for a device that could floss teeth automatically in seconds. After five years of research and development, they are now taking pre-orders and launching in a few months.

John Brown, Director of CRM at Scentbird, joins Will Laurenson to talk about fragrance subscriptions, AI-driven personalisation, and the challenges of international expansion. They discuss how Scentbird uses scent profiling and AI to help customers find their perfect fragrance, why SMS marketing works differently in the UK and US, and how AI-powered segmentation improves marketing efficiency. John also shares insights on licensing deals, the role of human connection in e-commerce, and why personalisation is key to customer retention. Whether you're in e-commerce, DTC, or subscription services, this episode is packed with insights you won’t want to miss.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 137 of the Customers Who Click podcast, Shri Kanase will be sharing his knowledge and expertise on Google Ads. We’ll cover top tips and challenges with Google Shopping and Performance Max campaigns, how to make your ads stand out, and what not to do. We’ll also cover the importance of making sure your back-end is set-up correctly, and why Google Ads is becoming more competitive. Shri Kanese is the founder of www.yorumarketing.com, you can find him on Linkedin or visit his website https://yorumarketing.com/

In episode 56 of the Customers Who Click podcast, I had a great chat with Mike Rhodes about PPC and the Profit Curve. PPC is not the same as it was 5 years ago; it’s one of those areas in digital marketing that just never stops evolving. One thing that has never changed, however, is people desperately trying to pay less and less for each lead.

I speak with Sarah Krstyen Moss about data and how to integrate it into video advertising. Sarah is Director of Media & Analytics at Molio Inc. that specialises in creating online video campaigns that not only drive results for their clients but also insights that later inform future campaigns. Sarah’s journey with data analysis began as a biostatistician in paediatrics where she felt like something was missing in her life - until she met my previous guest, the CEO of Molio, Jeff Davis.

In episode 76 of the Customers Who Click podcast, I talked to Gen Furukawa of Prehook about the power of marketing quizzes, what kind of data we can collect from quizzes, how we can use them, and also what mistakes we must avoid when using customer quizzes to develop your audience segments.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 122 of the Customers Who Click podcast I spoke with Rachel Spedding, the Head of Copy at Photobox, one of the UKs biggest online photo printing companies. In this episode we explored how brands can speak to different audiences, even in different languages, while still maintaining that same tone of voice and brand consistency. It's pretty rare to find a photo company who are charging full price, so we need a point of difference. Differentiation is key, especially in highly competitive markets, and while you may have to introduce discounts to keep your pricing at a similar level to competitors, its essential to have those points of differentiation that convince customers youre the better service for them, and keep them coming back. Rachel is the Head of Copy at Photobox. You can connect with her on LinkedIn or head over to https://www.photobox.co.uk/.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join Tray Brunner from Bamboo Avenue as he shares how customer feedback has helped him scale his DTC brand. Learn how to leverage customer feedback to inform product and marketing decisions, diversify products and marketing channels, use surveys and TikTok organic to get more feedback, and expand a US-only online business into retail.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In the 200th episode of Customers Who Click, guest host Nathan Lomax interviews Will Laurenson, diving deep into Will's career, the genesis of the podcast, and the nuances of Conversion Rate Optimization. The discussion reveals Will's strategic approach to understanding and meeting customer needs, the evolution of his podcast, and practical advice for podcasters. Will also shares personal insights, including his entrepreneurial journey and managing ADHD in a professional context. This episode offers a blend of professional wisdom, personal revelations, and actionable strategies for anyone interested in e-commerce, marketing, or content creation.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Dive into the world of disruptive marketing with Oli Russell-Cowan, the mastermind behind Liquid Death’s cult branding, on this episode of Customers Who Click. Discover how authenticity, humor, and a solid understanding of your audience can transform even the simplest product into a viral sensation. From using Tony Hawk’s blood in skateboard artwork to creating music albums from hate comments, Liquid Death’s unique campaigns are not just about selling water; they're about capturing attention in an ad-saturated world. Tune in to learn how pushing boundaries can not only entertain but also build a fiercely loyal customer base.

Rob Merret, Managing Director of Active Apparel Group, joins Will Laurenson to discuss the evolving world of e-commerce, AI, and brand building. They dive into AI-driven solutions for reducing returns, the power of community-led marketing, and the rising costs of digital advertising. Rob explains why he avoids traditional influencer marketing and instead focuses on authentic customer advocacy. They also discuss marketplaces, customer behaviour, and the importance of balancing paid and organic growth. If you're in e-commerce and want to build a brand that lasts, this episode is full of practical insights you won’t want to miss.

In this episode, I spoke with David Fraser the founder of Ready10, a PR agency in London. You’ll learn about what PR really is, and how you should go about crafting a high performance PR strategy. David Fraser is founder and Managing director of Ready10, the current PRCA Agency of the Year and whose clients include McDonald’s, Paddy Power, MoneySuperMarket and TotalJobs. For a decade, David was Lord Sugar’s personal publicist as well as directing PR campaigns for many brands.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 142 of the Customers Who Click podcast, Will spoke with Matt Holman, co-founder of Qpilot. Matt noted that successful subscription companies are able to craft powerful experiences for their customers, collect data, and upsell additional offers. Additionally, we discussed how some brands create a problem or need for customers to subscribe to their product such as skincare products. Will and Matt also discussed Subscribe & Save programs with Legion Athletics and iHeartDogs being used as examples. Matt is the co-founder of QPilot, you can find him on Linkedin or head over to https://qpilot.cloud/.

In episode 88 of the Customers Who Click podcast, I had a wonderful chat with Chris Manderino, Co-Founder and CEO of Lyfe Fuel, a plant-based company producing organic nutritional supplements for a healthy lifestyle. In this conversation, we talk about customer experience, how to adopt tech early to help with friction, and why communication with the customer is crucial.

In episode 83 of the Customers Who Click podcast, I talked to Joe Valley of Quiet Light Brokerage about various ways to plan a wealthy exit from your online business and the mistakes to avoid along the path. Joe Valley is a serial entrepreneur and currently a co-owner at Quiet Light Brokerage, a leading online-focused M&A advisory firm. He has also built, bought, or sold over half a dozen of his own companies.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx Join us as Nigel Thomas shares his transformative journey from an accountant to an e-commerce guru, emphasizing creativity, storytelling, and community. Learn how overcoming personal challenges and adopting innovative marketing strategies can lead to unprecedented success in the e-commerce space.

In this episode I spoke with Lauren Meyer from Kickbox about deliverability, inbox placement, and how to ensure you maintain a healthy customer database. While verifying your email data is very important, it only scratches the surface of deliverability and making sure customers actually read your emails. If you’re buying lists or engaging in some other dodgy tactics its highly likely you’ll end up with spam traps on your list, which will destroy your sending reputation.

In episode 68 of the Customers Who Click podcast, I’m diving into email marketing deliverability and inbox placement with Adrian Savage. Deliverability and inbox placement: two most important things you should be considering when it comes to tracking your email’s performance. Far too often I see companies just doing a basic email setup, and then blasting out emails on a regular basis hoping for a 1-2% conversion rate.

“The number one driver of growth is always sales. And the number one way of getting more sales is to drive the customer behaviours that equate to sales.” In episode 92 of the Customers Who Click podcast, I had a great chat with Howard Tiersky about how ecommerce businesses need to adapt and innovate to provide more value for the customer and grow. Who doesn’t remember Blockbusters? It’s all that we have left today - a memory, because as we know Blockbusters failed to take advantage of the digital transformation and… Well. You know who rules the streaming world today *cough* Netflix *cough* . Blockbusters, and many other long-established businesses ceased to exist in the recent years for one simple reason: they failed to serve their customers’ needs. The good news is, these are extreme examples, but I also know that many of today’s DTC brands struggle to provide more value for their customers and as a result, watch them leave one by one in favour of competitors who offer better customer experience. How can you change that? If you feel like you’re forever a step behind your competitors, and can’t seem to really understand what drives your customers, this episode is for you. Howard is a speaker, author and digital marketing consultant who helps the world's largest brands navigate digital transformation — to re-invent their customer journeys to earn the love of today's "Digital Customers." In the 20 years of his professional career, Howard has worked with many Fortune 1000 companies, including General Motors, General Electric, NBC, Universal, Avis or Airbus. You can connect with him on LinkedIn, Twitter or head over to https://www.from.digital/.

In episode 73 of the Customers Who Click podcast, I had a great chat with Daniel McGaw about building your marketing tech stack, how to use data to help your customers in the best possible way, and why pro-privacy laws may just be scraping the bottom of the data barrel.

In this episode I spoke with Chris Dickey, the founder of Visably, a new tool for measuring search visibility for your brand. We’re not talking SEO though, this approach takes into account SEO, PR, and other exposure you can get on other sites. The idea being that if you can’t get your own pages on page 1 of search, can you get your brand on the pages that are there already? Chris is also the founder of Purple Orange, a creative communications firm specialising in meaningful PR.

Garrett Peters, co-founder of Duncan & Stone Paper Company, joins Will Laurenson to talk about building a profitable, founder-led brand without sacrificing your sanity. They dive into using AI for content, the ups and downs of TikTok Shop, running a business with friends, and the importance of cashflow discipline. Garrett shares how his team handles growth, forecasts inventory, and aims for $5 million in annual sales—all while keeping their business enjoyable. This episode offers a grounded, honest view of modern e-commerce and the trade-offs that come with it.