Founder - Customers Who Click | CRO for eCom brands - turning traffic into customers using "The U.A.M Method"

Most DTC brands want to scale their paid media. But few focus enough on converting that traffic.  

Customer acquisition costs are rising, and while brands invest heavily in driving traffic, too many are wasting thousands of dollars sending traffic to friction-heavy, confusing websites with poor user experiences.  

The brands that win are not just the ones with the best ads. 

They are the ones that ensure every click leads to a seamless, high-converting customer journey from the first visit through to repeat purchases.  

Yet, many brands still rely on best practices, gut instinct, or copying competitors instead of using real customer insights to optimise their websites and landing pages.  

This is where CRO comes in.  

Through data-driven research, behavioural psychology, and rigorous testing, we help brands remove friction, increase conversion rates, and maximise revenue from their paid traffic.  

Giving them room to scale comfortably, and profitably.

At Customers Who Click, we specialise in turning more visitors into buyers, helping ambitious e-commerce brands scale profitably and sustainably.  

We’ve helped businesses see real improvements, like:

🚀 MOD Lighting added $3,300,000 in additional annual revenue.
🚀 Ozarke saw an increase in Revenue Per User of 37.8%.
🚀 Groove increased conversion by 53% and AOV by 23% in 6 months.
🚀 D.Louise added $372,000 in revenue from their existing traffic.
🚀 neat. Doubled AOV and increased revenue by 102.3% with bespoke landing pages.

If you want to get the most from your paid media and scale efficiently, let’s talk.  

👉 Book a free conversion discovery session at www.customerswhoclick.com/apply

Or, if you’re not quite ready, follow along as I share practical tips and insights on optimising your website’s performance.

Please please please stop with the deliberately manipulative marketing.

You're harming your brand for a few discounted sales and making the industry look bad.

Fake apology emails suck

and I've even had a brand send whats supposed to be an internal discount to thank staff.

Even if it's legit, thanking your staff for their hard work with a discount on your own store just sucks.

Do better.

Will Laurenson

Everyone's gearing up for Black Friday.

Except half the brands I've spoken to recently.

They're sitting it out. On purpose.

Not because they can't compete on price. Not because they don't have the inventory.

But because they've done the math on what discounting actually costs them.

One founder told me: "We spent three years building a premium brand. Why would I train customers to wait for 40% off?"

Another said their November sales are far more profitable without Black Friday. No discount hunters. Just customers who value what they make.

And honestly? It makes sense.

When you compete on price, you're playing someone else's game. 

But when you compete on brand value, on the feeling, the story, the experience - you're playing your own game.

The brands opting out aren't missing out. They're doubling down on what actually matters to their customers.

Quality over quantity.
Experience over discount.
Brand value over race to the bottom.

Black Friday isn't wrong. But it's not mandatory either.

Sometimes the best strategy is knowing which games not to play.

li_at

JSESSIONID

linkedin.com/feed/

Scaling DTC Brands With CRO 2.0 - Revenue, not just Conversions | Host of Customers Who Click 🎙️ (500,000+ downloads)

Do yourself a favour this Black Friday - double, triple check your discounts setup.  

This is one of the most critical times of year for e-commerce brands. Missing a detail could cost you thousands.  

Ask yourself:  

- Will your discounts combine with sale pricing?  
- Do you have free gift logic that might overwrite existing offers?  
- Is your welcome offer valid alongside Black Friday deals?  

Small issues like an auto-applying free gift stopping customers from benefiting from Black Friday discounts can ruin sales.  

Take the time now to review your setup, don’t let technical glitches mess up your biggest selling period.  

A little prep goes a long way to maximise revenue and deliver a smooth customer experience.  

Remember, the devil's in the details. 

Better safe than sorry.

“10% of Bunches’ orders still come in over the phone.”

 In 2025. For an ecommerce brand. Let that sink in.

Had a fantastic chat with Dan Sinnott, Head of Marketing at Bunches, and I can't wait to share this.

If you're in ecommerce, retention, or just love seeing how legacy brands stay relevant, you'll find plenty of gold here.

Bunches is a 36-year-old flower gifting brand with a deep emotional connection to its customers. 

What struck me most? Dan’s take on gifting - "Flowers are for nothing."

Not for birthdays or big events, but for those “thinking of you today” moments.

That’s shaped everything they do, from an afternoon tea hamper that's become a surprise summer hit.

We covered some gold:

- Why younger customers are unsure what to buy in flowers

- How Bunches shifted from performance marketing to a four-funnel, brand-led approach

- The Mother’s Day campaign that didn’t feature a single product but still drove big revenue

- Why they slowed growth post-COVID to understand their customers better

- And my favourite…10% of orders still come in by phone, with handwritten Christmas cards for their most loyal customers

What I loved most? How Dan consistently brings it back to emotion, relevance, and meaning.

It’s not about hacks, it's about building a brand people genuinely feel connected to.

In an age of tight budgets and harder acquisition, that’s a powerful reminder.

If you're thinking about retention, personalisation, or making your marketing more human - this episode is a must listen.

🎧 Catch the full conversation in the comments, on Spotify, or itunes 

Would love to hear your thoughts, do you agree that the best gifts are the unexpected ones?

Ever tried selling natto kinase to a US consumer?

It’s not easy, but Christiana Valenzuela is doing it with style and strategy.

She’s the Marketing Director at Crane Wellness, a Japanese supplement brand that’s grown from a Wix site with a couple orders a month…to becoming one of the fastest-growing brands in their space.

I had her on the pod to unpack:

→ How she rebuilt the entire brand for a Western DTC audience

→ Why 60% of last year’s revenue hit in just one week

→ And how they’re using AI tools + relentless testing to scale with a team of just five

Christiana also breaks down:

- Why educational emails are crushing promos
- How she’s turning obscure ingredients into SEO gold
- And why they’re front-loading ad spend before Black Friday…and retargeting hard in January

It’s one of the most tactical brand-builder convos I’ve had recently, especially if you’re trying to do more with less, launch in a new market, or ditch the discount-first mindset.

🎧 Full episode: https://lnkd.in/eYNr-j92

P.S. Christiana still takes phone orders from customers who don’t want to buy online. Wellness ecom isn't your typical funnel…

We just found 127 conversion killers on a $8M brand's site.

Using the same checklist we've refined across 100+ DTC audits.

It's 300+ checkpoint deep. Covers every page from homepage to confirmation. Tests for conversion, AOV, and margin protection.

Most brands think they need 5-10 fixes.

Every single audit we run finds 80+ opportunities minimum.

Here's what it covers:

𝗛𝗼𝗺𝗲𝗽𝗮𝗴𝗲 (22 𝗰𝗵𝗲𝗰𝗸𝘀)
→ Above-fold clarity
→ Trust signals placement
→ Navigation friction points

𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻 𝗣𝗮𝗴𝗲𝘀 (36 𝗰𝗵𝗲𝗰𝗸𝘀)
→ Filter functionality
→ Product card optimization
→ Load speed killers

𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗣𝗮𝗴𝗲𝘀 (79 𝗰𝗵𝗲𝗰𝗸𝘀)
→ Add-to-cart visibility
→ Social proof placement
→ Upsell opportunities

𝗖𝗮𝗿𝘁 & 𝗖𝗵𝗲𝗰𝗸𝗼𝘂𝘁 (74 𝗰𝗵𝗲𝗰𝗸𝘀)
→ Abandonment triggers
→ Trust erosion points
→ Hidden margin leaks

𝗣𝗼𝘀𝘁-𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 (18 𝗰𝗵𝗲𝗰𝗸𝘀)
→ Confirmation clarity
→ Account creation friction
→ Retention setup

Plus dozens more across search, navigation, and more.

This isn't some generic template.

It's the tried & tested framework we use for every paying client.

The same one that's uncovered:

- 7-click checkouts
- Broken mobile menus hiding bestsellers
- Shipping thresholds killing AOV
- Trust badges actually reducing conversion

We're making it public until December 31st.

After that, it's $99.

Because honestly, we probably shouldn't be giving away our entire audit process for free.

But if you grab it now, you'll have it forever.

Drop "AUDIT" below and I'll DM you the link.

Make sure to:

1. Connect with me so I can send it through
2. Like this post so I get notified

I've been experimenting with my supplement stack lately.

Currently taking:

- methylphenidate
- Space Goods rainbow dust
- An L-theanine tablet (this really helps!)

It got me thinking - what else is everything using to help with focus and productivity?

Anything you’ve found that really makes a difference or that you’re curious to try?

A $9M lighting brand came to us convinced they needed a sales team for B2B orders.

They were ready to hire 3 people, build a CRM, create sales decks - the whole expensive circus.

Here's what we did instead:

Added one form to their site: "Buying for a Business?"

That's it.

The form collected:
- Company details
- Order requirements  
- Preferred contact method

Then routed everything to their existing customer service team.

No new hires.
No complex B2B portal.
No 6-month implementation.

First month results:
→ 47 B2B inquiries
→ $73k in bulk orders
→ Zero additional headcount

But here's what really surprised them:

Most business buyers never even used the form.

They just bought directly through the site like regular customers. They didn't want special treatment or negotiated pricing.

They wanted simplicity.

The form just gave them confidence that B2B was welcome.

Sometimes the solution isn't adding complexity.

It's removing the friction you didn't know existed.

That lighting brand saved $180k/year in salaries they didn't need.

And captured $800k in B2B revenue they were already losing.

All from one form and a mindset shift.

Stop solving problems with headcount.

Start solving them with clarity.

Your legal team will hate me for this...

But your lawyer's job is to stop you getting sued.

Not to get you sales.

They'll always err on the side of caution. Always ask you to throw up walls. Create extra friction.

Because every day you don't get sued, they're justifying their jobs.

Here's what this overprotection actually costs you:

Your cookie popups? Overengineered and damaging conversions.

T&Cs opt-in required to purchase? Overcomplicated and damaging conversions.

Marketing opt-in for abandoned cart? Overkill and damaging conversions.

Just to be clear: I'm absolutely on the side of obeying the law.

But you should be doing the minimum required to stay compliant while protecting your business.

There's a difference between being reckless and being strategic.

Smart businesses know where that line is.

The brands winning right now? They're not the ones with the most cautious legal team.

They're the ones who understand actual risk vs perceived risk.

Your lawyer keeps their job.
You lose the sale.

Guess who wins?

I didn’t think anyone wanted to hear from a “CRO guy.”

But here’s what happened when I started showing up consistently:

- Grew to 15,000 followers
- Hit 500,000+ podcast downloads across 275 episodes
- Built an email list of 7,500+ from CRO content
- Invited to speak at industry events, webinars, and panels
- Guests now ask to come on the podcast
- Worked with 100+ brands across DTC
- Built a steady inbound pipeline, no more chasing leads
- Met sharp people I now learn from weekly

And most of that came from simply sharing what I was doing, testing, and learning.

To think…I almost didn’t bother posting at all.

If you’ve been lurking or second-guessing whether your insights matter, they probably do.

Just gotta hit publish and see what happens.

P.S. Thanks to everyone who's supported me along the way, you know who you are 😘

The overlooked channel that’s quietly delivering 4–6x ROAS...

Just gone live: a new episode of the Customers Who Click podcast with Neal Goyal, SVP at PostPilot.

Neal's one of the loveliest guys in ecom, full of great energy, and it was a pleasure to chat with him.

We explored how direct mail is changing in today’s ecommerce landscape.

With rising customer acquisition costs and ROAS on digital ads top of mind right now, brands are realising that long-term profitability depends on relationships, not just quick wins.

From retargeting anonymous visitors to de-anonymising web traffic with first-party data, brands are finding new ways to make physical mail a powerful growth channel - beyond just retention.

Some key insights from the episode:

- Generic blast campaigns no longer work. Personalisation and emotional impact drive better responses.

- Sending personalised, relevant messages can deliver 4–6x ROAS on lapsed customers.

- Physical mail is no longer just for retention, it’s a scalable acquisition channel.

- AI and data are enabling direct mail to be targeted, measurable, and more effective than ever.

- In an AI-first world, tangible, physical touchpoints offer irreplaceable advantages.

- Despite challenges like margin pressure and rising ad costs, customer experience and retention are critical to long-term success.

I really enjoyed this chat, and I think you’ll love it too.

If you're curious about how direct mail might change your approach, give it a listen - https://lnkd.in/dkyXXhhE

SVP at PostPilot 🔥 DTC & Ecom Whiz

PostPilot

‘Hey Will we run AI powered cold outreach…’

Proceeds to add nothing remotely attention catching.

No thanks.

We’re nearing the end of the year. Things are calming down, and we’ve moved past the chaos of Black Friday.

But here's the thing, don't coast for the rest of the year.

It's tempting to start winding down but there’s still plenty of opportunity to make a difference.  

You don’t need to launch new channels or overhaul your Shopify store.

If there’s one thing you focus on before the year ends, make it this:

Improve the customer experience.

Think about the unboxing experience, post-purchase emails, making support easier to reach or streamlining the returns flow.

Ask yourself: "What can we do to make our customers’ lives better?"

That’s the kind of simple, impactful change that pays off long-term.

Don’t let the year close without taking that time.

Your customers will thank you, and so will your revenue.

Keep pushing, even when things slow down.

"We'll be with you between 8:30-17:00"

Great 😬 

It's like DTC brands saying thanks for being a valued customer, your enquiry is important to us and we aim to respond within 72 hours

7-8 figure brands are burning 40% of their ad spend on a broken funnel.

And they don't even know it.

I ran the numbers for a brand last week. They were spending $100k/month on ads with a 2.2% conversion rate.

Solid traffic. Great creative. Decent CTR.

But their funnel? A leaky bucket hemorrhaging potential customers.

Here's what the math revealed:

If they improved conversion from 2.2% to just 3.2%, they'd add $4.3 million in annual revenue.

Same traffic.
Same ad spend.
Same product.

That's not a tweak. That's a whole new growth trajectory.

Most people think CRO is about button colors and headline tests.

The reality is that a proper CRO programme uncovers what actually makes people buy

and then systematically optimises every part of the funnel around those behaviours.

Not guesses
Not "best practises"
Not surface-level tweaks

Real customer insight that compounds across the entire buying journey.

Meanwhile, people are chasing:

- New ad platforms (6 months to profitability)
- $100k redesigns that don’t fix the fundamentals
- Gimmicky apps that promise conversion lifts but only eat margin

When the answer is sitting right there in their existing traffic.

The worst part?

They think their 2.2% is "industry standard."

But I've seen the same products, same price points, same audiences converting at 4-5% with proper CRO.

That's the difference between scaling profitably and burning cash.

Stop thinking of CRO as just conversion optimisation.

Start thinking of it as Customer Revenue Optimisation - the foundation that makes everything else work.

Because without it, you're just paying Facebook to send visitors to a leaky bucket.

If you want to grow your DTC brand in 2026, forget chasing the latest tactics.

Focus on the fundamentals that actually move the needle.  

I just released a new episode of the Customers Who Click podcast with Sanjay Jenkins, Head of Growth at Replo. 

Sanjay built a nine-figure soap company in 14 months by controlling every part of the operation during COVID. Now, he’s helping brands optimise their websites and maximise conversions without needing to be a developer.  

Here’s what he shares:  

- Building a nine-figure brand is about timing, speed, and control.

- Controlling your supply chain and margins beats fancy ads every time.

- AI and automation are helpful, but they won’t replace excellence in execution.

- Many brands waste money on traffic and overlook the backend: supplier deals, pricing, operational costs. Small wins here add up.

- Organic video content and authentic storytelling are now some of the strongest growth drivers. You don’t need big budgets, just passion and consistency.

- Growth isn’t about chasing new channels; it’s about improving what you already do well. Landing pages, pricing tests, and operations all matter.  

If you’re serious about sustainable growth that lasts, this episode is packed with actionable insights.  

Listen here:  https://lnkd.in/esD59tmx

Would love to know your take.

Customers Who Click

I help you sell more stuff on the internet.

Replo

Your easiest win to kick start 2026?

Export your customer support tickets, chats, and call logs.

Run them through ChatGPT to identify key themes and common problems.

Choose 1-2 issues and make them super easy for visitors to resolve on-site.

Customers asking questions about your products? 
- Place that info on images and add it to your gallery.

Are they contacting you to edit their order? 
Install Order Editing

Trying to figure out returns? 
Use Loop Returns or Redo.

These low-effort actions can deliver high-impact results.

Want to uncover your 5 biggest quick wins for 2026?

DM me to book an in-depth CRO audit.

We'll identify around 85 opportunities to improve conversion rates and average order value, including 3-5 quick wins you can implement in the next 30 days.

Let’s optimise your store for 2026.

The best brands don’t rely on discounts - they rely on people loving the product.

That was the underlying theme of my conversation with Dima Zelikman, CMO at Unbound Merino, on the podcast this week.

What started as a discussion about travel clothing quickly turned into a much broader chat about brand discipline, restraint, and long-term thinking.

A few things we unpacked:

- Why Unbound runs one sale a year, and how that decision protects margins and customer trust

- How travel is the hook, but the product becomes people’s favourite everyday clothing

- The shift from endlessly tweaking ads to producing deep, interest-based creative at scale

- Where AI genuinely helps with lifecycle and retention (and where it’s mostly noise)

- Why fulfilment, unboxing, and arrival moments are part of the brand, not just ops

What I liked most about this episode is how grounded it is. No hacks. No gimmicks. Just clear thinking about building something people actually want to wear, keep, and come back for.

If you’re building a premium brand, running performance marketing, or constantly wrestling with how much discounting is too much, this one’s worth a listen.

👉 Listen to the full episode here: https://lnkd.in/esikRg9J

 P.S. Do you think discounting builds loyalty, or quietly kills it?

Over the last 12 or so months I've been running a bit of an experiment in my personal life.

It involves having shared custardy of the family dog. 

He stays with us for anything from a few days over a weekend, to 5 weeks while my parents are off enjoying a trip to Japan & Korea.

I think I'm now able to state with absolute scientific certainty that everyone should get a dog.

It is 100% the best thing you can do for your mental health, especially if you work from home a lot.

Their very presence brings joy and Charlie loves nothing more than to receive a bit of fuss from random strangers in the pub.

Remember, a dogs not just for Christmas, but it absolutely will be the best gift you ever get

No alternative text description for this image

London folks - quick one.

A few of us are meeting for casual Christmas drinks this Thursday from 5:30pm.

Nothing formal, just a relaxed end-of-year catch-up.

If you’re around, I’ll send over the details 👇

Quick check: who’s still in London for drinks this Thursday?

taplio

Will Laurenson's Linkedin Analytics

Will Laurenson

Performance ScoreWill Laurenson's LinkedIn Performance

What is Will talking about?

Will Laurenson's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Will Laurenson's Linkedin Analytics

Will Laurenson

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Will Laurenson's LinkedIn Performance

What is Will talking about?

Will Laurenson's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Will Laurenson's Linkedin Analytics

Performance ScoreWill Laurenson's LinkedIn Performance

Will Laurenson's Best Posts (last 30 days)