On the show, today is Will Laurenson. Will is an expert in DTC e-commerce conversion optimization and the host of the Customers Who Click podcast.

I wanted to bring Will on because he has some great insights on what he calls customer value optimization that takes into account conversion, experience, and lifetime value.

You'll hear about how he started a sports betting company like Fanduel and DraftKings, actionable examples and tips to increase conversions, and the keys to driving up lifetime value.