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In this engaging conversation with Chase, host of The Honest Ecommerce Podcast, we covered a wide array of topics, including Black Friday and Cyber Monday trends, the biggest challenges for ecommerce in 2025, and how merchants can boost conversion rates with effective policies and guarantees. Here’s a recap of the key takeaways.
Introduction & About Chase
Chase is the host of The Honest Ecommerce Podcast, a top-ranked podcast in the US, where he interviews brand founders and experts to uncover the stories and strategies behind successful ecommerce businesses. His agency specialises in building Shopify stores and optimising ecommerce experiences, making him a go-to resource for merchants looking to scale.
Black Friday & Cyber Monday Review
This year’s Black Friday and Cyber Monday highlighted some recurring themes:
Uncertainty Before the Season: Events like political elections and economic budgets caused merchants to delay campaigns, creating a last-minute rush.
Steady Sales with Cautious Optimism: Many brands saw sales levels on par with the pandemic, though increases were modest due to rising costs.
Landing Pages as a Game-Changer: Chase shared a case study where a client created a dedicated landing page for their flagship holiday bundle, leading to impressive sales and a sell-out of stock before Black Friday even began.
The Big Challenges for Ecommerce in 2025
Chase identified several challenges facing ecommerce merchants in 2025:
Rising Advertising Costs: With digital ad costs continuing to climb, brands must focus on improving their return on ad spend (ROAS) and lowering customer acquisition costs (CAC).
Website Performance: Issues like slow load times and outdated themes can drive customers away. Merchants should prioritise site upgrades early in the year to avoid peak season headaches.
Data-Driven Improvements: Utilising heat maps, analytics, and customer feedback can help identify conversion bottlenecks and create a more seamless user experience.
How to Become More Productive
Both Nick and Chase shared personal productivity hacks for managing busy schedules:
Focus on Money-Generating Tasks: Prioritise activities that are closest to revenue, such as proposals, client calls, or overdue invoices.
Tailor Your Schedule: Nick highlighted the importance of understanding when you're most productive. For him, mornings are for deep work, while afternoons are for simpler tasks.
Delegate and Automate: Whether through virtual assistants or automated reports, delegate repetitive tasks to free up time for strategic thinking.
How Much to Spend on Website Design
When it comes to improving your ecommerce site, Chase offered a practical framework:
Set Realistic Budgets: Quick fixes like landing pages can cost $5,000–$15,000, while a full site redesign with a theme may start at $15,000.
Custom Design Isn’t Always Necessary: Off-the-shelf Shopify themes, combined with expert UX input, can provide a high return on investment without breaking the bank.
Prioritise UX Over Aesthetics: Beautiful design should never come at the expense of usability. Hire professionals who specialise in ecommerce to ensure your site converts effectively.
Branding vs. Web Design
Chase highlighted the difference between branding and web design:
Branding focuses on the visual identity and emotional connection with the customer.
Web Design revolves around the customer journey and UX. Many brands mistakenly prioritise aesthetics over functionality, leading to poor conversion rates.
The Honest Truth for Change in 2025
One of the simplest yet most impactful changes merchants can make is revisiting their policies, guarantees, and warranties. Chase explained:
Increase Customer Confidence: Adding a money-back guarantee or a warranty can set your brand apart, even if competitors offer similar products.
Test and Iterate: Split test different offers to determine what resonates most with customers.
Highlight Key Policies: Address common customer questions, like shipping times and return policies, prominently on your site to reduce friction.
Conclusion
As ecommerce becomes increasingly competitive, merchants must focus on data-driven decisions, clear customer guarantees, and streamlined user experiences. By investing in these areas early, brands can set themselves up for success in 2025. For more insights, listen to The Honest Ecommerce Podcast and stay tuned for future episodes featuring actionable strategies for scaling your ecommerce brand.
Check out the full podcast episode here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.