S06 EP12: Customer Value Optimisation

On today’s episode, Kunle is joined by Will Laurenson, Founder of Customers Who Click - a Customer Value Optimisation consultancy and podcast. Will helps DTC brands optimise customer experience to convert customers that bring higher lifetime value. Paid acquisition is a go-to strategy for most eCom and DTC brands. While this brings in new customers, they don’t always stick around to become repeat customers. When a customer buys purely based on incentives (discounts and rewards), their repeat purchase is also driven by those same incentives. This is not viable for the business.  Cracking the code of bagging customers who understand and value your brand is a key determinant of success. Boosting Lifetime Value (LTV) is becoming the top focus of businesses looking to build long term profitability. Today’s guest, Will believes that LTV is one of the three major pillars that drive customer value. In this episode, Kunle and Will talk about building an entire business strategy with the goal of boosting customer value. You will get to hear about conversion rate optimisation, CX goals, retention strategies and the KPIs you should be tracking. This is a great episode for marketers and business owners! ----------- SPONSORS: This episode is brought to you by: Klaviyo  This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses. Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo. Klaviyo helps you own customer experience and grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction and empowers brands to create more personalized marketing moments. Find out more on klaviyo.com/2x.   Rewind This episode is brought to you by Rewind. The #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses. Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind. Cloud-based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!   For a free 30-day trial, Go to Rewind.io, reach out to the Rewind team via chat or email and mention ‘2x ecommerce’ Famous This episode is brought to you by Famous. Famous enables brands on Shopify to easily build beautiful landing pages and product pages that include custom video, animations, and more. All pages built on famous are optimized for storytelling and selling on desktop and mobile.   Famous’ software allows you to build your pages in minutes without code, so you don’t need a developer. You just need to want to build a better experience for your customers. Famous has worked in the past with many leading online retailers including Honest, Justfab and more.   You can try it for free at famous.co/2x.   ShipBob   This episode is brought to you by ShipBob.   ShipBob is an end-to-end global fulfilment provider trusted by thousands of DTC brands. With the recent launch of their first UK fulfilment centre, in London, merchants that work with ShipBob now have access to ecommerce markets in Europe as well as North America.   ShipBob was ranked the #1 Fulfilment Tech Platform by AdWeek's Retail Award and enables affordable 2-day shipping. Get your products picked, packed, and shipped.   Go to Shipbob.com/2x to get $500 in free shipping credits today.