Rising acquisition costs, increased competition, and challenging market conditions are making ecommerce tougher than ever. For marketers, “doing more with less” remains the defining challenge of 2025.

Yet, despite these pressures, brands continue to waste their marketing budgets.

Here’s a common scenario:

You spend money to bring 100 users to your store.

5 users add to cart.

2 users buy.

That’s a 2% conversion rate—and 98% of your budget wasted.


Over investment in acquisition causes problems

Brands often pour money into the top of the funnel, overspending to grab attention with killer ad creatives and engaging copy. While important, these efforts are only half the battle. The real challenge lies in what happens after the click. The post-click experience—the customer journey on your site—is what ultimately determines whether you make a sale. Instead of endlessly spending on acquiring more traffic, brands should prioritize converting the traffic they already have. After all, you’ve already paid for that attention—don’t waste it.

Why Aren’t They Buying? Find out with Customer Research

Brands need to focus on the 98% to uncover why customers aren’t converting. The only way to do this is through customer research. Forget opinions and “best practices”; data-driven insights are your most powerful tool.

Ask yourself:

  • What’s working—and what’s not—on the site?
  • What problem are visitors trying to solve?
  • What does the buying journey look like?
  • What’s stopping them from purchasing?
  • What friction points or hesitations are they encountering?
  • What messaging would resonate better?

By answering these questions, you’ll gain a deeper understanding of the barriers your customers face and how to remove them. These answers will form the base for the next step: a/b testing.


The Power of Data and Testing

Once you’ve identified the issues, use A/B testing and iterative improvements to refine your user experience (UX). Optimising every step of the customer journey is how you turn clicks into conversions.

 

Here’s where to focus:

  • Landing Pages: Ensure they’re clear, concise, and address customer concerns at every step.
  • Site Performance: A fast-loading site is non-negotiable.
  • Ease of Use: Answer product questions, address concerns, and make it easy to find the right products.

A better UX doesn’t just boost conversions; it creates happier customers who are more likely to return and repurchase. Retaining existing customers is far more profitable—and easier—than acquiring new ones.

Brands that stop wasting money on top-of-funnel acquisition and start focusing on conversion optimization are the ones that will thrive in 2025 and beyond.

Don’t let 98% of your marketing budget go to waste. Invest in understanding your customers, refining their journey, and creating a seamless shopping experience. The rewards? Higher conversions, greater lifetime value, and a loyal customer base that champions your brand.