Identify common mistakes in online store setups and learn effective strategies to enhance user experience, boost trust, and drive conversions.
Jun 28, 2025
Your online store's setup can make or break its success. Poor navigation, slow load times, unclear product pages, and missing trust signals are common issues that drive customers away. But fixing these problems can boost conversions and sales.
Key Takeaways:
Navigation Issues: Overcrowded menus and unclear labels confuse users. Simplify with fewer categories, clear labels, and mobile-friendly designs.
Product Page Errors: Low-quality images, vague descriptions, and hidden costs reduce trust. Use high-resolution photos, detailed descriptions, and transparent pricing.
Mobile Optimization: With 76% of U.S. adults shopping via smartphones, your store must load fast and be easy to navigate on mobile.
Too Many Apps: Excess apps slow your site. Only keep essential apps and monitor performance after adding new ones.
Missing Contact Info: Lack of contact details erodes trust. Include an About Us page, phone number, email, and a simple contact form.
By addressing these issues, you can improve user experience, build trust, and increase sales. Let’s dive into the details.
These 10 Shopify Mistakes Are Killing Your Sales | The Unofficial Shopify Podcast
Navigation Design Problems
Good navigation is the backbone of any successful eCommerce site. It’s what helps visitors find their way around your store and, ultimately, decide whether to stick around or leave. Research shows that users spend an average of only 6 seconds scanning a website’s navigation menu, with 23% of their attention focused on the menu bar. That’s a tiny window to make a lasting impression, so clarity is everything.
When navigation is poorly designed, it can ruin the user experience right away. Overly complex menus or unclear labels can leave visitors confused, unable to find what they’re looking for. This frustration often leads them to abandon your site entirely. On the flip side, intuitive navigation can increase monthly conversion rates by as much as 18.5%. However, nearly 90% of Shopify stores still fail to turn a profit, partly due to navigation challenges. For mobile users, the stakes are even higher - navigation that isn’t tailored for smaller screens often results in higher bounce rates.
"The primary thing good site navigation should achieve is giving users the ability to move around and browse with ease. If navigation is not intuitive, visitors will become frustrated and leave the site." - CiCi_Nguyen, Shopify Partner
Some common navigation pitfalls include overcrowding the main menu with too many options, using industry-specific jargon instead of user-friendly language, and failing to organize products into logical categories.
How to Simplify Navigation
To make navigation more user-friendly, start by limiting your primary categories to no more than eight. Since visitors only spend about 6 seconds on the main menu, keeping it simple is key.
Use clear, straightforward labels for categories and avoid jargon. Organize your products into logical categories and subcategories. For instance, Amazon uses broad top-level categories that expand into more detailed subcategories when clicked, while The Container Store organizes its products under 10 main categories that break down further as needed.
Drop-down menus are a great way to keep the main menu uncluttered while still giving users access to all your product types. Tiffany & Co. does this effectively by combining horizontal navigation with drop-down menus and a sticky navigation bar.
For mobile users, focus on the essentials. Make sure tappable items are spaced out to avoid accidental clicks, and consider implementing sticky navigation so the menu is always within reach, even when scrolling. Adding a search bar with advanced filters can also make a big difference. For example, Zalando offers filters for size, color, and brand, making it easy for users to find exactly what they’re looking for. This is especially important since 34% of mobile eCommerce sites don’t offer thematic browsing options.
Lastly, ensure your navigation directs users to the most important pages.
Which Pages to Include in Navigation
The content of your navigation menu matters just as much as its structure. Include essential pages like Home, Shop, About Us, Contact Us, and FAQ to make your site easy to use. Stick with familiar naming conventions - “About Us” is more effective than a creative alternative that might confuse visitors.
Always link your logo to the homepage, and make sure users can access any key page from anywhere on your site.
You can also enhance navigation by adding sections tailored to your products. For example, V-Mat introduced a “Shop by Room” option, which quickly became the second most popular way for customers to start shopping.
"The words that you pick and the order that you put them in for the top navigation really can have a significant impact on all visitors." - Brian Massey, The Conversion Scientist
While policy pages like Privacy Policy, Terms of Service, and Return Policy are important, they don’t need to take up space in your main menu. Place these in your footer, where users expect to find them. Lastly, keep your main navigation consistent and positioned at the top of the page. This helps build trust and gives your site a polished, professional look.
Product Page Mistakes to Avoid
Your product pages are where visitors turn into customers - but common errors can derail that process.
Details matter. Research shows 85% of shoppers value high-quality product information, and 93% say visual appeal plays a key role in their decisions. With users forming first impressions in just 50 milliseconds, every element of your product pages needs to work hard.
Mistakes on product pages don’t just hurt individual sales - they can damage your business as a whole. For instance, 22% of customers return items because the product didn’t match its photo. These returns increase costs and frustrate customers. Meanwhile, 69% of shoppers abandon their carts, often due to missing product details or a lack of trust signals.
"The paramount goal for your product pages should be to build user confidence by providing all the information necessary for a purchasing decision and making the process as intuitive and straightforward as possible."
– Rosara Joseph, Content Strategist at VentureWeb
Some of the most damaging errors include low-quality images, unclear product descriptions, hidden costs, and neglecting trust-building elements like customer reviews. Fixing these issues is key to creating a smooth shopping experience and boosting conversions.
Let’s dive into how better images and descriptions can make your products stand out.
Improving Images and Product Descriptions
When it comes to online shopping, high-quality images are non-negotiable. In fact, 67% of consumers consider image quality "very important" when making a purchase decision, and showcasing multiple high-quality photos can boost conversion rates by up to 250%.
Avoid blurry, poorly lit images or showing your product from just one angle. Research indicates only 0.52% of shoppers are satisfied with a single photo, while 33.16% prefer multiple images and 58.03% want a full 360° view.
To make your products shine, use high-resolution images from various angles and include close-ups to highlight texture and details. Lifestyle shots - images that show the product in real-world use - can also enhance appeal. For consistency, use a white background for main product images. Stores offering 360° views see a 27% higher conversion rate than those with static images.
Don’t overlook technical optimizations. Use accurate ALT tags, title tags, and descriptive file names to improve SEO and accessibility. Speed matters too - 57% of consumers will abandon a site that takes more than three seconds to load, so implement lazy loading for images to keep your site fast.
Your product descriptions deserve just as much attention. Many store owners rely on dull, spec-heavy descriptions that fail to connect with customers. Instead, craft copy that addresses customer needs or solves a problem.
"Descriptions don't have to be bland. Invest the time and energy to speak to your users. You have about .02 seconds to make an impression on them, so make it a lasting one by owning your voice!"
– Maria Bonello, Director of Strategy at SMAKK Studios
Use concise headings, subheadings, and bullet points to highlight key features. Incorporate keywords naturally to improve search rankings, but keep the focus on readability. Include practical details like size, weight, materials, and care instructions to reduce uncertainty and lower return rates.
If you need help crafting descriptions, tools like Dropmagic's AI Ecom Copywriter can assist in creating engaging copy that highlights benefits and addresses customer concerns effectively.
Once your visuals and descriptions are top-notch, it’s time to focus on pricing clarity and trust elements.
Adding Pricing and Trust Elements
Transparent pricing is essential for building trust. Hidden costs are a dealbreaker for many shoppers - over 20% of U.S. adults have abandoned their carts because of unexpected fees. Display all costs upfront, including taxes and shipping, using clear U.S. dollar formats like $19.99. If shipping costs vary, provide a calculator or clearly state "shipping calculated at checkout." With over 60% of shoppers citing price as the most important factor in their decisions, clarity is key.
For American customers, stick to imperial measurements like inches, pounds, and ounces. If you sell internationally, tools like Swiff can help display prices in local currencies, simplifying the experience for global shoppers.
Make your pricing policies easy to find. Highlight discounts, promotions, and benefits like price matching or bundle deals. If you offer subscription discounts, ensure they’re clearly visible.
Equally important are trust signals. With 91% of consumers trusting online reviews as much as personal recommendations, customer reviews are vital. Display star ratings and verified reviews prominently on your product pages. Respond to feedback - both positive and negative - professionally to show you value customer input.
Additional trust elements include security badges, clear return policies, and warranty details. Ensure your contact information is easy to find, and consider adding live chat or a customer service phone number to reassure shoppers that help is available.
User-generated content like customer photos and testimonials adds authenticity. These real-life endorsements often carry more weight than polished marketing copy.
Finally, make your calls to action (CTAs) clear and enticing. Use action-driven phrases like "Add to Cart" or "Buy Now", and ensure your CTA buttons stand out visually and function seamlessly on mobile devices.
"While a firm's brand communications may say, 'We value you as a person,' its pricing practices often say, 'We value you as a wallet.' Customers instantly pick up on the inconsistency and respond accordingly."
– Bertini and Gourville
Transparency fosters trust. Any hint of hidden motives can alienate customers, making them wary of completing their purchase. By addressing these key elements on your product pages, you’ll create a shopping experience that builds confidence and encourages conversions.
Why Mobile Optimization Matters
Mobile shopping is now a driving force behind U.S. eCommerce. Ignoring it means missing out on massive opportunities. With 85% of U.S. adults owning smartphones and 76% having made purchases via smartphones, ensuring your site is mobile-friendly isn’t just smart - it’s necessary.
The numbers paint a clear picture. Mobile commerce sales in the U.S. hit $338 billion, fueled by 187.5 million mobile shoppers. Even more telling, 35% of U.S. consumers rely solely on their mobile devices for online shopping.
Beyond sheer volume, mobile shoppers are big spenders. They tend to spend twice as much as other customers, and mobile-friendly websites can boost purchase likelihood by 67%. In 2024, mobile commerce accounted for 44.6% of total retail sales, with projections estimating it could reach $710 billion by 2025.
However, a poor mobile experience can cost you. 53% of users will leave a page that takes longer than three seconds to load, and mobile cart abandonment rates hover at 77.34%. Even small improvements matter - a 1-second faster load time can increase conversions by 2%. Google also rewards mobile-optimized sites with better search rankings. Next, we’ll dive into how to create and test mobile-friendly stores that convert.
Creating Mobile-Friendly Stores
The foundation of a mobile-friendly store starts with responsive design, which adapts to different screen sizes and orientations. Opt for responsive themes that are optimized for speed and usability.
Simplify navigation to suit touch screens. Use collapsible hamburger menus and ensure interactive elements are at least 48 pixels wide for easy tapping.
"Smaller screens on mobile mean that you need to account for more vertical scrolling when designing content." – Kellie Kowalski, Head of UX Design at Fuel Made
Instead of cramming content into the top of the page, design for vertical scrolling. Mobile users expect to scroll, so organize your content logically, leading them toward key actions like purchases. Keep critical elements, like add-to-cart buttons and product details, easily accessible.
Use a minimum of 16px font size for body text and break up long paragraphs with headings and bullet points to improve readability. Compress images to 200 KB or less and enable lazy loading to speed up page performance. Tools like TinyPNG can help reduce file sizes without compromising quality.
"Site speed is generally considered more important on mobile than desktop due to mobile devices now being more common than desktop and Google prioritizing the mobile version of the site when determining rank." – Kellie Kowalski, Head of UX Design at Fuel Made
Streamline the checkout process with a single-page layout. Remove unnecessary form fields, enable autofill, and support mobile payment options like Apple Pay and Google Pay.
Lastly, maintain consistent branding across all devices. Your logo, colors, and design elements should be recognizable, whether customers visit on a desktop or smartphone.
Testing on Different Devices
Once your store is optimized for mobile, thorough testing is crucial to ensure a smooth experience. Test on real devices and browsers to catch layout and performance issues that simulators might miss.
Shopify’s built-in preview tools allow you to see how your store looks on mobile, tablet, and desktop. Navigate to Online Store > Themes > Customize to access device preview options. This helps identify problems like broken layouts or unresponsive buttons.
Google’s Mobile-Friendly Test is another invaluable tool. Simply enter your store URL to uncover issues with clickable elements, viewport settings, and load times. It also provides actionable recommendations for fixes.
Test your site on a variety of devices, including iPhones, Android phones, tablets like iPads, and browsers such as Chrome, Safari, and Firefox. Each combination may reveal unique issues affecting usability.
Monitor loading speeds on both Wi-Fi and cellular networks to gauge real-world performance. Google advises that above-the-fold content should load within one second for optimal mobile performance.
Heat mapping tools like Hotjar can show how users interact with your site. These insights - such as where users tap or stop scrolling - can highlight areas for improvement.
Regular usability testing with real users is invaluable. Watching customers navigate your store on their devices can reveal pain points, especially since 88% of shoppers are less likely to return after a bad experience.
Consider A/B testing different layouts by tweaking button sizes, navigation menus, and checkout processes. Even small adjustments can lead to noticeable improvements in conversions.
"If it's important enough for large screens, it's important for small ones too." – Kellie Kowalski, Head of UX Design at Fuel Made
Mobile optimization isn’t a one-and-done task. As new devices and screen sizes emerge, ongoing testing and updates are essential to meet customer expectations and stay ahead of the competition.
Problems with Too Many Apps
Apps can enhance your store's functionality, but they often come with hidden drawbacks. One of the biggest issues? They can slow down your website. Even when apps are idle, they add extra weight to your store, which can significantly impact load times. And in e-commerce, speed is everything - every second of delay can cost you shoppers.
Here’s a striking stat: for every additional second your site takes to load, you risk losing about 32% of potential customers. With the ideal load time being under 3 seconds, adding too many apps can quickly become a barrier to sales.
A case study from Speed Boostr in March 2020 highlights this problem. Using Shopify's Debut theme, a store initially had a load time of 2.195 seconds and a Google PageSpeed Insights score of 88. After installing six apps, the load time jumped to 7.3 seconds, and the PageSpeed score plummeted to 36.
But it’s not just about speed. Managing a large number of apps can be a logistical headache. Each app requires updates, monitoring, and troubleshooting. Conflicts between apps can lead to glitches or broken features, making your store harder to maintain and pulling your attention away from growing your business.
The technical toll is clear. Websites can typically handle 90 requests and still perform well, but exceeding 150 requests often results in sluggish performance. Ideally, a well-optimized site should make no more than 5 requests, but stores overloaded with apps often go far beyond this limit.
The key takeaway? Be selective. Focus on apps that genuinely add value to your store.
Choosing Only Necessary Apps
To address these challenges, start by carefully evaluating the apps you actually need. Identify specific problems you want to solve, then look for apps that directly address those issues. Prioritize essential categories like inventory management, customer service, marketing, SEO, and analytics.
Assess each app’s return on investment (ROI). Consider how much time it saves, how it improves conversion rates, and whether it boosts revenue or reduces costs. Check recent user reviews to spot recurring issues like speed problems or compatibility glitches, and ensure any new app integrates smoothly with your theme and existing tools. Regularly audit your apps and remove those you no longer use - even free apps can consume resources and pose security risks.
Whenever possible, choose apps that offer multiple features rather than installing several single-purpose tools. Alternatively, consider incorporating key features directly into your theme for better performance. Start with a few essential apps and gradually expand as your business scales.
Checking Performance After Adding Apps
Once you’ve narrowed down your app selection, it’s crucial to monitor their impact on your store’s performance. According to Shopify, even a one-second delay in page load time can reduce conversions by 7%. Keeping an eye on your site’s speed is non-negotiable.
Begin by establishing a performance baseline using tools like Google PageSpeed Insights for both desktop and mobile. Pay close attention to key pages - your home page, product pages, and collection pages - which account for 17%, 40%, and 43% of overall performance, respectively. After adding new apps, retest these pages to measure their impact.
For deeper insights, tools like GTmetrix and WebPageTest can help identify specific bottlenecks. Test your site under various conditions, including Wi-Fi and cellular networks, to ensure a consistent experience for all users. Remember, if your site doesn’t load within 3 seconds, bounce rates are likely to spike.
Set up continuous monitoring with tools like Google Analytics to track metrics such as bounce rate, session duration, and conversion rates. This is especially important during high-traffic periods like the holiday season, when over 20% of annual retail spending typically occurs. If performance issues arise, consider replacing resource-heavy apps with lighter alternatives. Document your findings to guide future decisions about app installations and keep your store running smoothly.
Missing Brand and Contact Information
When a website lacks clear brand and contact details, it sends potential customers running for the exit. Think about it - if visitors can’t figure out who’s behind the business or how to get in touch, why would they stick around? In fact, 44% of website visitors will leave immediately if there’s no contact information.
This isn’t just about losing clicks; it’s about losing dollars. Customers who visit an About Us page spend 22.5% more than those who don’t. Without solid brand information, you risk not only trust but also sales. Shoppers want to connect with your story and feel confident they can reach out with questions. If they can’t, they’re far less likely to hit “Buy.”
Trust is especially critical in e-commerce. 63% of consumers prefer to buy from brands with a clear purpose. Without proper brand details, how can you communicate that purpose? Without it, your site risks blending into the sea of faceless online stores, making it harder to stand out or build loyalty.
Writing an About Us Page
Your About Us page is your chance to introduce your brand and build trust. It’s not just a “nice-to-have” - it’s a must-have. 52% of people say the About Us page is the first thing they look for on a website, and 31% consider it the most important part of the site.
"Customers prefer to buy from companies they know and trust. If used correctly, your About Us page can help to increase your sales by creating a trusting narrative about your business to your customers."
Use this space to tell your story. Why did you start your business? What problem are you solving? Don’t just list facts - paint a picture that helps visitors understand your mission and what drives you forward.
Show some personality by introducing your team with photos and short bios. Real faces make your business feel human, not like a faceless corporation. And don’t forget to include customer testimonials or reviews - 85% of consumers trust online reviews as much as personal recommendations. This adds credibility and shows your impact.
Wrap it up with a call to action. Whether it’s inviting visitors to browse your products, sign up for your newsletter, or contact you, guide them to the next step. Your About Us page should inspire trust and keep visitors engaged.
Adding Complete Contact Details
While your About Us page builds your story, your contact page seals the deal by showing you’re approachable and real. A well-crafted contact page isn’t just practical - it’s a trust booster. It reassures visitors that there’s a genuine business behind the website. Plus, it can cut down on unnecessary questions by helping customers find answers on their own.
"Being approachable and easy to talk to is the simplest way to build trust with shoppers on your online store. When you remind customers that a real person is powering the eCommerce store, they're more likely to trust your brand compared to a faceless logo."
Include the essentials: a phone number, email, and a contact form. If you offer live chat or are active on social media, link to those as well. For phone support, list your hours of operation in local time, such as “9:00 AM–5:00 PM EST, Monday through Friday.”
Set clear expectations for response times. For instance, Atlas 1031 Exchange promises responses within 12 hours, which reassures customers and shows professionalism. If you have multiple departments, follow Choice Screening’s approach by listing separate email addresses under a “Talk to a Human” section.
If you have a physical location, include your address - even if most of your business is online. This not only adds legitimacy but also helps with local SEO. If you offer delivery or serve specific areas, add an interactive map like Happy Cork, showing delivery zones and store hours.
Finally, keep your contact form simple. Ask only for the basics, like name, email, and message. Long forms with too many fields can discourage customers from reaching out, so make it quick and easy for them to connect.
Conclusion: Fixing Setup Problems for Better Results
Running an online store means keeping a close eye on how everything is set up. Small issues - like confusing navigation or missing contact details - might seem minor on their own, but together they can harm both your sales and customer trust.
The good news? Every issue has a fix. Adjusting navigation, fine-tuning product pages, making sure your store works smoothly on mobile, managing apps wisely, and clearly presenting your brand can make a big difference. In fact, stores that improve navigation, enhance product images, and cut out unnecessary apps often experience a 25% boost in conversion rates and a 15% drop in bounce rates within just two months.
The world of eCommerce moves fast. Trends shift, customer expectations evolve, and platforms update regularly. What worked last year might not cut it today. That’s why it’s essential to monitor key metrics like conversion rates, bounce rates, and page load times. These numbers help you see if your changes are paying off and ensure your efforts lead to real progress.
For U.S. shoppers, familiar details - like prices formatted as $1,299.99, dates in MM/DD/YYYY, and measurements in inches or pounds - foster trust and make the shopping experience feel smooth and natural. These small touches can have a big impact on customer confidence.
When the list of optimizations feels overwhelming, modern tools can lighten the load. AI-powered solutions like Dropmagic can automate setup tasks and offer tailored recommendations, helping you handle everything from picking the right theme to ensuring mobile responsiveness. These tools let you focus on growing your business while ensuring your store maintains a professional edge.
The most important step is to start. Even small tweaks can lead to noticeable improvements. Customers will appreciate the effort, and your sales will reflect the positive changes. Keep refining, and the results will follow.
FAQs
How can I make my online store's navigation easy to use on both desktop and mobile devices?
Creating a smooth and intuitive navigation for both desktop and mobile shoppers starts with a clear, well-organized menu. Group categories in a way that makes sense, so customers can quickly find what they're looking for. Including a visible, easy-to-use search bar is also key for helping users locate specific products without hassle.
For mobile users, prioritize a responsive design that adapts effortlessly to smaller screens. Incorporate touch-friendly features like larger, easy-to-tap buttons and swipe gestures to enhance usability. Make it a habit to test your store on various devices regularly. This helps you identify and fix any navigation hiccups, ensuring a seamless shopping experience across the board.
How can I build trust on my product pages to reduce cart abandonment?
Building trust on your product pages is crucial for lowering cart abandonment rates. Start by highlighting customer reviews and ratings - these offer social proof and help potential buyers feel more confident about their purchase. Including trust badges like secure payment icons, SSL certificates, and clear return or refund policies can further reassure shoppers about the safety and reliability of their transaction.
Make sure these trust elements are prominently displayed on your product pages and throughout the checkout process. A clearly visible trust badge or an easily accessible review section can go a long way in making customers feel secure and encouraging them to finalize their purchase.
Why should I limit the number of apps on my online store, and how do I choose the best ones?
Limiting the number of apps on your online store is essential for keeping your site running smoothly, avoiding technical hiccups, and minimizing security vulnerabilities. Overloading your store with apps can slow down load times, cause software conflicts, and leave visitors frustrated, which ultimately hurts their shopping experience.
When deciding which apps to use, prioritize tools that genuinely improve your store’s functionality or make the shopping experience better for your customers. Choose apps with strong reviews, seamless integration with your platform, and clear benefits - like increasing sales or simplifying operations. Steer clear of apps that duplicate features or don’t add real value. A streamlined setup not only enhances performance but also fosters trust and confidence among your customers.
