Ep. 224: Winning the second purchase ft. Will Laurenson

Inbound Success Podcast

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2+ y ago 45:34

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Much of the conversation in the marketing world is focused on how to acquire new customers, but Will Laurenson’s focus is on winning the second purchase.

As the founder of Customer Who Click, Will works with e-commerce brands on increasing customer lifetime value through repeat purchases, and he does it through a lens of conversion rate optimization.

While Will’s focus is on e-commerce, the strategies he uses to drive customer loyalty and retention are just as applicable to B2B businesses.

From using customer interviews, surveys and heat mapping tools to gather insights on customer behavior and preferences, to segmenting your customer list, and creating memorable onboarding or unboxing experience, Will shares the techniques he’s used to increase customer second purchases. And he explains the the principles - usability, anxiety, and motivation - that are the foundation of his approach to CRO.

There’s lot’s of good, actionable stuff here for marketers that want to maximize customer lifetime value.

Check out the full episode to hear more.

186 episodes