Traffic Tunnel Vision - The Hidden Threat to Your Ecommerce Business

Ecommerce Optimizers

Dec 15 2023 • 31 mins

In this episode, host Scott Reid dives into the phenomenon of Traffic Tunnel Vision (TTV), a cognitive bias prevalent in the world of Direct-to-Consumer (D2C) Ecommerce. Explore the compelling insights that unveil the critical misstep of over-relying on traffic to boost revenue.

You'll discover the peril of this approach​​ and clearly understand the TTV concept: the mistaken belief that increasing traffic is the foremost route to revenue growth​​.

The episode contrasts two pivotal strategies: the common yet less efficient traffic-driven approach and the high-impact solution of optimizing user experience​​. We highlight how conversion optimization, integrating customer research, web analytics, and A/B testing, transcends mere traffic investment, offering a more sustainable path to revenue growth by enhancing the site experience for all visitors​​. This discussion is not just theoretical; we also cover real-world implications of TTV in the D2C Ecommerce sector and the significant financial resources it can waste​​.

Join us in understanding how overcoming TTV starts with awareness and strategic action toward conversion optimization, aligning with your business's growth objectives​​. This podcast is a must-listen for Ecommerce professionals seeking to navigate beyond narrow marketing perspectives toward comprehensive, impactful strategies.


This episode is brought to you by Ecommerce Optimizers.

We specialize in helping Ecommerce brands in one focused area: and that’s making your website easier to use so that more of your visitors buy from you.

An easy-to-use website delivers a highly intuitive, straightforward, and smooth experience throughout the customer journey - making it much easier and more enjoyable to do business with you. This translates into a wide variety of business-building benefits, including increased revenue, higher profits, and happier, loyal customers who buy from you time and time again.

If you’d like to learn more about how we make Ecommerce sites easier to use and how our services might benefit your business, head on over to our website at and check out all the details.