Clicks to Conversions: The Science of eCom Growth - with Will Laurenson from Customers Who Click

In this engaging session at the Balkan eCommerce Summit 2025, Will Laurenson, founder of Customers Who Click, explores effective strategies for transforming website traffic into significant revenue. He discusses critical insights on revenue leakage and the importance of understanding the key drop-off points in the customer journey, debunking common misconceptions. The talk introduces a proven formula for eCommerce growth, emphasizing the relationship between usability, motivation, and anxiety. Laurenson underscores that successful conversion rate optimization (CRO) goes beyond superficial elements like button colors, focusing instead on customer psychology and decision-making processes. Attendees will learn how to leverage customer research and behavioral insights to drive substantial revenue growth through small, incremental changes in their conversion funnels.