How to increase conversions with the UAM method - Interview with Will Laurenson

Will Laurenson isn't just another name in the digital marketing landscape. He's the brains behind Customers Who Click, a CRO (Conversion Rate Optimization) agency. 

Instant interviewed Will on our Click to Buy podcast to learn more about his CRO journey and his advice on how to optimize your landing pages for higher conversions.  

In this interview, he gave his take on how to implement pop-ups, explained how to use the UAM method to increase conversions, and offered his opinions on a few debates in the CRO industry. 

This article dives into the key points from our discussion with Will. 

For our full conversation, tune in to our episode: 

This or that: best sellers vs. personalized recommendations

Will helped weigh in on a debate for us: which is a better idea to add to your homepage, best sellers or personalized product recommendations? 

The case for bestsellers

According to Will, for a significant number of brands, bestsellers steal the show. But it's not just about placing a "bestseller" tag on popular items. How you present these top-selling products can make all the difference. 

One innovative approach Laurenson shared was from a client collaboration. Instead of a conventional bestsellers section, they introduced a "Founders' favorites" segment. 

Accompanied by a photo of the founder, they included insights into why she preferred certain pieces of jewelry, further spotlighting the four dominant bestsellers.

The outcome? The revamped section resonated profoundly with visitors. Instead of viewing items as mere bestsellers, they perceived them as curated selections, bringing an authentic touch to the shopping experience.

The challenge with personalized recommendations

Diving into personalized product recommendations can be alluring. After all, tailoring product suggestions based on user behavior or preferences sounds ideal. 

However, Will points out a critical roadblock for many brands: data. The majority of brands simply don't possess adequate data to make these recommendations genuinely personalized.

• Without this data, you risk having “recommended for you” sections that are totally irrelevant to shoppers. 

• This can leave visitors perplexed and questioning the authenticity of the recommendations.

On the contrary, bestsellers offer transparency. 

• When visitors spot a product that many others are purchasing, it naturally gravitates them towards a positive inclination. 

• They don't second-guess why it's recommended; its popularity speaks volumes.

So, while personalized product recommendations have their place, for most brands, especially those with limited data, bestsellers presented in a compelling manner might be the winning strategy.

This or that: exit intent versus scroll-based pop-ups

With a lot of the industry debating on what type of pop-ups to use, we asked Will if he recommends exit intent or scroll-based pop-ups. 

The value of exit intent pop-ups

Will’s preference leans towards exit intent pop-ups, particularly because of one observation: many visitors seldom scroll a product page. 

When most of the action happens at the top fold, catching visitors with an exit intent pop-up as they're about to leave makes more sense.

On mobile devices, where exit intent can be tricky, he suggests a smart workaround. 

If a visitor scrolls rapidly back to the top, it might be an opportunity to display the pop-up. But he also emphasizes the ambiguity of user intent at this point: are they about to exit or add a product to their cart?

The flexibility of pop-ups

Regardless of the type of pop-up, there's a broader perspective on how to utilize them. Instead of just focusing on capturing email addresses, he recommends posing questions: 

Phrases like "Have you found what you're looking for?" or "Are you struggling to find something?" can be tailored based on the product or service. 

This type of approach offers two advantages:

1. Feedback gathering: For visitors who indicate they didn't find what they were seeking, it's an opportunity to collect feedback.

   
   

2. Building trust: Engaging visitors with relevant questions underscores a brand's commitment to customer satisfaction.

The impact of pop-ups on your conversion rate

Such pop-ups, Laurenson argues, can influence the conversion rate even if they don't immediately lead to a sale. The mere presence of a well-designed, user-centric pop-up can enhance user trust. 

Even if a visitor doesn't find a direct answer to their question, the act of showing that the brand is attentive and receptive can be enough to tilt the scales toward a purchase.

In summary, while both exit intent and scroll-based pop-ups have their merits, the true game-changer lies in the content and intent behind these pop-ups.

What is the UAM Method?

Will also dove deep into the UAM method, which represents three fundamental pillars for website optimization: Usability, Anxiety, and Motivation. 

Here’s how each of these pillars fits into the UAM method. 

Usability - Make it effortless

Usability focuses on creating an effortless experience for the user.

1. Technical aspects: make sure your site performs correctly across different devices and screen sizes. For example, pop-ups or CTAs should not obstruct one another. Check for anything hindering user experience. 

   
   

2. Navigational ease: it should be easy and effortless for users to find and purchase the right products. This includes a functional search bar, intuitive navigation, efficient filters, and ensuring there's no friction from the product page to the checkout.

Addressing anxiety - Build trust and answer questions

This pillar is key to alleviating user anxiety around two primary concerns:

1. Product-centric concerns: Answering potential questions about the product. 

   
   

2. Business trustworthiness: After someone is ready to buy your product, you need to give them reassurance about your brand. 

To help with this, add things like customer reviews, customer support, and social media links. 

Motivation - Ignite excitement

The final pillar is about driving a strong desire in the visitor to make a purchase.

1. Product presentation: High-quality images and a well-crafted product description can greatly influence a user's perception. 

   
   

2. Urgency and scarcity: Effective techniques like showcasing low stock or shipping timers can motivate users to act quickly. However, these tactics need to be genuine. Misusing these tactics can lead to distrust among users. For example, using false counters can be misleading.

   
   

3. Consider audience impact: It's also essential to consider how urgency tactics might impact your specific audience. 

The UAM method, as explained by Will, is a holistic approach to website optimization. It stresses the importance of user-centric design, building trust, and genuinely motivating the user. When these three pillars are effectively balanced, it can significantly enhance user experience and, in turn, conversion rates.

How to create a landing page optimized for conversion

Will believes that to effectively understand your customer and design an outstanding landing page, you must immerse yourself in customer research. 

It's essential to:

1. Run surveys and interviews: This helps in gaining insights directly from your customers. Understand their needs, preferences, and pain points.

   
   

2. Ensure consistency between ads and landing pages: If a product has multiple unique selling points, each one should resonate with a specific audience.

   
   

3. Mirror your messaging: Ensure that when someone clicks an ad, the landing page mirrors or complements the message they saw in the ad. 

   
   

4. Constant testing and iteration: No landing page is perfect from the outset. 

Remember, over time, customer preferences might evolve, or the landing page's effectiveness could diminish due to factors like fatigue or seasonality. 

Conclusion 

Overall, the main takeaway from the Click to Buy episode with Will is this: the UAM method is a practical tool for optimizing your online Shopify store. 

Instead of trying to create a "perfect" landing page, focus on addressing these key elements:

• Usability: Ensure the page is user-friendly and has a clear call to action.

• Addressing anxiety: Provide answers to common questions and address any potential concerns. Incorporate elements of trust, such as social proof.

• Motivation: Highlight the benefits of the product and how it addresses the user's needs.

Remember, creating a great landing page isn't just about aesthetics; it's about resonating with your audience, addressing their needs, and guiding them toward a desired action. Focusing on this - rather than just getting more clicks is what will improve your conversion rate. 

Here’s where you can find Will for more of his conversion tips and advice: 

• Will’s LinkedIn

• Customers Who Click