Most eCommerce founders think conversion rate optimisation means fixing their website.But your conversion rate doesn’t start, or end, on your site.In this episode, Jason Chappel (Founder of Defiant and eCommerce Growth Made Easy) breaks down what actually drives conversion rate and why it’s an ecosystem metric, not just a design tweak.You’ll learn: ✅ How to diagnose whether your conversion problem starts with traffic, trust, or offer clarity. ✅ What to fix first from traffic quality to post-purchase retention. ✅ How small trust signals (like reviews, delivery info, and PR) lift conversion even when they don’t show up in attribution. ✅ The practical steps to increase your eCommerce conversion rate without overhauling your website. ✅ Why focusing on retention, AOV, and customer experience multiplies conversion long-term.If you’ve ever felt stuck tweaking your site without seeing results, this episode will change how you think about conversion forever.🎯 Work with Jason 1:1 — https://www.wearedefiant.io/contact 📈 Join the Skool community — Get free tools, calculators, and frameworks to improve your conversion rate and profit → eCommerce Growth Made Easy: https://www.skool.com/e-commerce-growth/about