Conversion issues? It’s probably one of these.
Shopify is hands down one of the best eCommerce platforms out there—but just because it’s easy to use doesn’t mean it’s hard to mess up.
We’ve built, reviewed and optimised a number of Shopify stores, and the same mistakes show up over and over again: stock themes, ineffective mobile UX, poor content, zero strategy. And the cost? You’re burning traffic, losing trust, and leaving revenue on the table.
This post is a straight-talking guide to the common pitfalls that quietly kill performance—and our personal fixes to turn underperforming stores into conversion-churning machines.
1. You Picked the Wrong Theme and Didn’t Customise It
Most stores are built with good intentions and a free theme. That’s fine… until it isn’t.
Default themes can look generic, load slowly when bloated with apps, and don’t tell your brand story. Worse: uncustomised sections scream “template” and kill trust in high-ticket categories like fashion, beauty, and wellness.
Fix it:
- Start with a high-performance, mobile-first theme that suits your industry
- Invest in brand styling: typography, colour, iconography, content hierarchy
- Don’t settle for what’s “in the box”—advanced themes are flexible for a reason
VISUAL SUGGESTION: Side-by-side of a default Shopify theme vs a styles homepage with branded content
Example: https://www.code.digital/hs-fs/hubfs/TheCreatorsHub-CODE-03119%20(2).jpg?height=2000&name=TheCreatorsHub-CODE-03119%20(2).jpg
2. Your Navigation Is a Mess (Especially on Mobile)
If it takes a user more than two taps to find a product, they’re gone. If your nav is too clever, too deep, or too bloated, it’s a UX failure.
Mobile-first design isn’t optional anymore—it’s the default.
Fix it:
- Use heatmaps and navigation reports to find drop-off points
- Reduce top nav to no more than 5–7 clear items
- Organise products into simple, logical collections that support filtering
- Test on real devices with real people, not just the Shopify preview
VISUAL SUGGESTION: Annotated mobile nav showing streamlined categories, search bar and cart icon
Example: https://cdn.shopify.com/s/files/1/0070/7032/files/verve_coffee_roasters_mobile_ux_screenshot.png?v=1744211479
3. Your Product Pages Don’t Sell
So many product pages look like placeholder content—thin descriptions, tiny photos, no urgency, no social proof. And then people wonder why they’re not converting.
Fix it:
- Write unique, benefit-led product descriptions (not just features)
- Add high-res product photos and 360° views or videos (if possible)
- Include customer reviews, star ratings, and shipping info
- If it’s a premium item, tell a story—why it matters, how it’s made, who it’s for
VISUAL SUGGESTION: Strong product page layout with standout image gallery, review block, add to cart button
Example: https://goyacdn.everthemes.com/wp-content/uploads/2020/02/product-style-regular-1.jpg.webp
4. You’re Not Tracking Anything Properly
Shopify’s default analytics are useful—but limited. If you haven’t set up GA4, Meta Pixel, and conversion events, you’re flying blind.
And yes, this stuff is technical. But if you’re not capturing data, you can’t optimise your funnel or scale ads.
Fix it:
- Set up GA4 with custom events via Google Tag Manager
- Integrate Meta Pixel for retargeting and lookalikes
- Use UTM parameters and funnel visualisation to see what’s working
- Tag product views, cart adds, and checkouts—this is your optimisation stack
SUGGESTION: Flowchart showing Shopify data going into GA4 + Meta Pixel -> Insights -> Optimisations
Example:
5. You Launched… and Then Stopped
“Build it and they will come” is not a digital strategy.
Most brands launch their Shopify store, maybe run a few ads, and then sit back. And then… nothing. No growth, no traction.
Fix it:
- Launch with email flows: abandoned cart, welcome series, post-purchase
- Start building SEO from day one: collections, blogs, product metadata
- Retarget cold traffic with dynamic product ads
- Run A/B tests and review conversion metrics monthly
VISUAL SUGGESTION: Growth engine diagram: Store -> Traffic -> Email Flows -> Retargeting -> Repeat Sales
Example: https://flowium.com/wp-content/uploads/2024/06/Abandoned-cart-pulp-n-press-flowium.png
6. You’re Treating Shopify Like Just a Website
Shopify isn’t just a website builder. It’s a sales platform.
If you treat it like a portfolio or static brochure, you’re missing 80% of what makes it valuable. That includes integrations, automation, CRO testing, and personalisation.
Fix it:
- Treat your Shopify store like a living sales funnel
- Use dynamic blocks, segmentation tools, and custom scripts to test ideas
- Integrate with email marketing, loyalty apps, and user behaviour tools
- Work with a partner who sees the full picture—from code to creative
VISUAL SUGGESTION: Shopify “ecosystem” with spokes for email, analytics, apps, content, ads
Example:
Case Study: A Jewellery Brand That Got It Right
We recently partnered with an Australian jewellery label to build their first Shopify store from the ground up. After building an optimised and visually stunning website, we are in the midst of preparing for launch by preparing out email automations, seasonal collection strategies, and a full CRO program.
The result? Beautiful site, slick UX, and prepared for success.
VISUAL SUGGESTION: Want to know what your store might be missing? Get a free Shopify store review today!
Final Thoughts: Don’t Just “Have” a Store. Grow One.
The best Shopify stores aren’t just beautiful—they’re strategic. If your store isn’t converting, it’s usually not the product—it’s the experience.
At 100% Digital, we specialise in building stores that sell. From theme development to full-stack eComm strategy, we’re the partner brands trust when it’s time to level up.
