I started my e-commerce business in the cosmetics niche and also believed that plugins and SEO were the most crucial aspects. I spent a lot of money on improvements, but it didn't do much good. When I joined a sales coaching online course, I realized what my real problem was. Together with my mentor, we developed a simple system that tracks requests, corrects scripts, and provides KPIs for employees. I only kept the website improvements that actually affected conversion. As a result, turnover doubled in a year, while expenses decreased. So yes, coaching helps not with code, but with understanding what exactly will bring in money.