I've run an eCommerce business myself, built it, scaled it, and sold it, Hollywood Glamour, which became New Zealand's largest hair extension provider, selling both B2B to salons and B2C directly to consumers. The pattern I see over and over, in my own store and in clients' stores, is the same: everyone optimises the top of the funnel, more traffic, more ads, more reach, and nobody looks hard enough at what happens once someone actually lands on the page.

Most of the time, conversion isn't a traffic problem. It's a trust problem: the language on the site doesn't match the words customers actually search and think in, product pages don't answer the specific objections stopping someone from clicking buy, and there's no sequence picking up the people who didn't purchase the first time.