In this webinar, Will talks about three key user behaviour that hold key to your website conversion rates. He'll also share case studies of premium products where user understanding plays a vital role in unlocking purchases.

1. Turning Visitors into Buyers with the
U.A.M Method
Will Laurenson - CEO, Customers Who Click

2. Customers Who Click - an Introduction…
Will Laurenson is the Founder & Lead Consultant at Customers Who Click,
a performance-based CRO agency based in London, UK.
We use our unique U.A.M Methodology to develop high impact testing
programs to improve Conversion Rates and Average Order Value for
eCommerce businesses.
● Performance-based pricing with a guarantee
○ Pay us only when we make you money
○ With a £100k/m money back guarantee..

3. What is CRO?
CRO - Conversion Rate Optimisation
● Process of optimising a business towards its core KPI - Profitable Revenue
○ Primarily targeting Conversion Rates & Average Order Value
○ But also returns, frequency, revenue per session
● CRO ≠ A/B testing
● By optimising for the 3 most important factors on a website, we convert for
the right reason, at a higher value..

4. What’s the problem?

5. ● Cost of acquisition is ever increasing
○ Data / privacy
○ Changing in algorithms

6. ● More competition
○ 1700 new stores every week
○ Competition for ad inventory
○ Competition for share of wallet
○ Competition for attention - peak content

8. ● Barriers to entry have never been lower
○ Sourcing products - easy
○ Setting up a website - easy
○ Running some ads - easy
○ Blasting out emails - easy

9. ● But every website is the same…
○ Everyone uses the same templates (for a reason…)
○ Everyone uses the same apps
○ It’s monotonous…
○ Nothing stands out

11. ● You get 1 chance to convert that customer…

13. What do most brands do?

14. ● They throw money at the problem
○ New ad agencies
○ New creative
○ Panic testing new channels
○ Looking for the latest hack

15. ● Discount Discount Discount
○ But most brands don’t realise the damage they cause
○ Huge impact on margin & profitability
○ Attracts the wrong customers

16. ● They try a bit of CRO themselves
○ Install a few apps
○ Scattered approach to A/B testing
○ Not understanding their customers needs
○ Not putting the resource into it

17. Introducing the U.A.M
Method

18. ● Niche specific CRO
● First Principles & understanding the Why
● Research centric programs focused on prioritised, data
backed testing - no guesswork

19. U - Usability
● Does the website work properly?
● Does it help customers find & buy what they are looking
for?

20. Usability - Clear Navigation & Categories

21. Usability - Rich Search

22. Usability - Easy Product Options

23. A - Anxiety
● Does your website answer your customers questions
about your products?
● Does your website answer your customers questions
about your business?

24. Anxiety - What do other people think of this?

25. Anxiety - Size Guides

26. Anxiety - Explainers

27. M - Motivation
● Does your website help customers see their desired
outcome in your product?
● Does your website motivate & encourage customers to
make their purchase?

28. Motivation - These t-shirts will make you look amazing

29. Motivation - Scarcity & Urgency

30. What do you do when you’ve got the data?

31. How does it all add up?
What + How + Why = Quality testing ideas

32. What do you do when you’ve got the data?
● Analytics isn’t just reporting
● For every $1 you spend on data & reports you should be spending
$9 on analysis
● Proper analysis takes time, experience, and knowing where to
start…
● Reporting on it’s own has zero value..

33. In-House or Agency?
● Some people argue that CRO is pointless for brands under $10m/yr -
Rubbish
● CRO works for ANY brand of any size
● If you value customer insight
● If you want to know what your customers want from your products
● And how to sell them better
● Then CRO is an importance piece for your business..

34. In-House
● Revenue < $300,000/m
● Traffic < 100,000/m
● ROI will be tough with an agency
● If you do not have any in-house CRO expertise then a
consultant may be beneficial.
● You can get 60% of the way yourself with a small team and
putting some time & effort into following good CRO
practices..

35. Agency
● Revenue > $400,000/m
● Traffic > 100,000/m
● Agencies will take your CRO program to the next level
● Full service team
○ Account manager, strategist, analyist, designers, developers
who are all CRO specialists
○ Tech stacks, proprietary frameworks, networks..

36. Not ready for an agency yet?
● Don’t wait to get things in place.
● Make sure your analytics are set up properly
● Get tools up and running gathering data & feedback
● Do NOT wait for an agency before you start CRO
● It’s not just A/B testing, and it’s not a marketing channel
● CRO is a growth process for optimising your entire business..

37. Will Laurenson - Customers Who Click
LinkedIn - Will Laurenson
Email - will@customerswhoclick.com
Apply today for our next CRO onboarding date - 15th September
at www.customerswhoclick.com
Q&A - Who & How to Contact Us