Running an online store can be tricky, and even small mistakes can cost you sales. Here are 7 common pitfalls that hurt online stores and simple ways to fix them:

1. Confusing Website Navigation: Overloaded menus and poor search tools frustrate visitors. Solution: Simplify menus, add predictive search, and use breadcrumb trails.

2. Missing Product Information: Incomplete details and low-quality images lower conversions. Solution: Write clear descriptions, show high-quality photos, and include customer reviews.

3. Complicated Checkout: Long forms and mandatory account creation drive cart abandonment. Solution: Offer guest checkout, reduce form fields, and add multiple payment options.

4. Poor Mobile Experience: Slow, unresponsive mobile sites push users to competitors. Solution: Use responsive design, speed up loading times, and optimize for one-handed use.

5. Ignoring SEO: Poor visibility means fewer customers. Solution: Target keywords, optimize product pages, and write original content.

6. Limited Customer Support: Lack of support options reduces trust. Solution: Add live chat, email, and searchable FAQs.

7. Overlooking Analytics: Without data, you can't improve. Solution: Track metrics like conversion rates, cart abandonment, and mobile performance.

Quick Overview of Fixes

By addressing these issues, you can create a smoother shopping experience, boost sales, and stay competitive in the growing e-commerce market.

Avoid These Ecommerce Fails When Starting Out

1. Hard-to-Navigate Website

A confusing website layout can quietly sabotage your conversions. In fact, nearly 90% of visitors leave a site if they can’t quickly find what they’re looking for [4]. Here’s how to make your site easier to navigate.

Simplify Your Menus

Overloaded menus frustrate visitors and hurt sales. Aim for a clean, straightforward menu with 5–7 main categories. Avoid creating separate categories for filters - combine them instead to streamline navigation. For example, Franklin Sports improved their customer experience by organizing products into seven main categories, each with detailed dropdown menus tailored to specific sports [4].

Add a Reliable Search Function

A good search tool is a must. Nearly 89% of shoppers are willing to spend more when they can easily find what they need [5]. Here’s how to improve your search feature:

Wayfair sets a great example here. Their predictive search suggests specific products and categories as users type, making it faster for customers to find what they need [5].

Use Breadcrumb Trails

Breadcrumb trails help users see where they are on your site and retrace their steps. H&M makes this easy by showing clear breadcrumb paths at the top of every product page, allowing users to navigate back through categories effortlessly [5].

To further improve navigation:

• Use clear, logical names for categories

• Ensure every menu item is clickable

• Add subtle hover delays for smoother interactions

• Optimize navigation for mobile users - 45% of consumers shop daily on their phones [5]

• Remember, even one frustrating navigation issue can drive customers away

These changes not only make your site easier to use but also encourage visitors to stay longer and shop more.

2. Missing Product Information

After improving navigation, the next step to turn visits into sales is providing detailed product information. When product details are incomplete, conversion rates drop. Clear and thorough information helps customers make confident buying decisions, complementing the smooth navigation experience.

Write Complete Descriptions

Detailed and clear product descriptions are crucial for helping customers understand what they're purchasing. To craft effective descriptions, include these key elements:

Make descriptions easy to read by using short paragraphs and bullet points to highlight important details.

Show Clear Photos and Videos

High-quality visuals play a huge role in influencing purchase decisions. Research shows that high-quality product photos can increase conversion rates by up to 94% compared to low-quality images [6]. Include multiple angles, lifestyle shots, and detailed zoom images to give customers a complete view of the product. Brands like Warby Parker and Brooklinen excel at using these tactics.

Display User Reviews

Customer reviews are a powerful trust-building tool. Studies reveal that 95% of shoppers read reviews before making a purchase [7], and 84% of people trust online reviews as much as personal recommendations [7]. Additionally, nearly 85.6% of shoppers frequently consult reviews before buying [8]. Display reviews prominently and engage with customer feedback to strengthen trust and credibility.

3. Complex Checkout Steps

Complicated checkout processes can destroy conversion rates - 70.19% of carts are abandoned, and 65% of websites perform poorly in this area [9].

Allow Quick Checkout

Offering a guest checkout option is crucial for converting first-time buyers. Research shows that 63% of shoppers will abandon their carts if forced to create an account [12]. Forcing account creation adds unnecessary hurdles.

Here’s how some top retailers simplify their checkout processes:

In addition to quick access, making forms easier to complete is just as important.

Reduce Required Fields

Another way to improve checkout is by cutting down the number of form fields. The average checkout process includes about 15 fields [11], which can overwhelm shoppers. Studies show that 50% of customers are less likely to complete a purchase if the process takes more than 30 seconds [11].

"During all 14 years of usability testing we have consistently found the design and flow of the checkout to frequently be the sole cause for users abandoning their purchase during the checkout flow. Either because users become so infuriated that they leave in anger, or because they don't know how to complete one or more fields, and thus have no other option but to leave."
– Baymard Institute [9]

Add Payment Options

Offering a variety of payment methods can dramatically improve conversions. Research indicates that 40% of shoppers have abandoned their carts because their preferred payment method wasn’t available [12]. Shoppers now expect multiple payment choices, including:

• Traditional Methods: Credit and debit cards with secure processing

• Digital Wallets: Options like PayPal, Apple Pay, and Google Pay

• Buy Now, Pay Later: Flexible payment plans from services like Afterpay

A great example is Ulta Beauty, which supports credit cards, PayPal, and Afterpay [10]. This approach not only meets customer preferences but also builds trust with clear security measures like SSL certificates and fraud prevention messaging. Security matters - 92% of shoppers prioritize it during checkout [10].

4. Poor Mobile Experience

Optimizing for mobile is critical - 70% of online sales now come from mobile devices [13]. On the flip side, a bad mobile experience pushes 40% of users straight to competitors [13]. While navigation and checkout improvements are essential, mobile performance needs dedicated attention.

Make Sites Mobile-Ready

A mobile-friendly design must offer full functionality. Research shows 84% of users have struggled to complete transactions on mobile [13], which underscores the importance of a well-optimized experience.

Once your site is responsive, shift your focus to refining the layout for smaller screens.

Adjust for Small Screens

Design adjustments can make mobile interaction smoother. For example, 61% of users aged 18–34 prefer one-handed navigation [15], so placing key elements within thumb reach is essential.

"Mobile users are very goal-oriented. They expect to be able to get what they need, immediately, and on their own terms."
– Jenny Gove, Google [14]

Here are some tips to improve usability on smaller screens:

• Increase tap areas to make buttons easier to press.

• Simplify navigation with clear hamburger menus, like Gamestop’s filtering system [16].

• Optimize forms by using autocomplete and context-specific keyboards [15].

Check Mobile Performance

After making adjustments, regularly test your site to ensure it delivers a smooth experience. With smartphones accounting for 71% of U.S. retail traffic [18], testing on multiple devices is a must. Tools like Google’s Lighthouse can help evaluate performance, accessibility, and SEO [17].

Examples like Laneige's sticky add-to-cart button and John Lewis's real-time inventory updates [16] show how effective mobile design can boost conversions. These strategies contributed to $241 billion in online holiday sales during 2024 [13].

Keep an eye on these key performance metrics:

5. Basic SEO Mistakes

Optimizing your site for SEO not only increases traffic but also improves user experience and product visibility. With over 8.5 billion Google searches happening every day [20], fine-tuning your store's SEO can help you connect with more potential customers. Let’s address some common SEO mistakes and how to fix them.

Find Target Keywords

Keyword research is the foundation of SEO. It helps you understand the terms your audience uses when searching online.

"SEO isn't just about keywords; it's about understanding your audience" [1]

Focus on keywords with clear buying intent to attract customers ready to make a purchase. Tools like Google Search Console and Google Keyword Planner can help you pinpoint these high-value terms [20].

Improve Product Pages

Your product pages are key to converting visitors into buyers, so optimizing them is essential. For instance, Biossance effectively uses its target keyword "squalane vitamin C rose oil" in the URL, title, and description [21].

Here are some tips for optimizing product pages:

• URLs: Use clean, descriptive paths like store.com/category/product-name.

• Page Titles: Include primary keywords within the first 60 characters.

• Meta Descriptions: Write engaging summaries that encourage clicks.

• Image Alt Text: Add descriptive keywords to help search engines understand your images.

"The number one rule for good ecommerce SEO is to write for people first - not for the search engine web crawlers." [21]

While optimizing these elements is important, adding unique content can set your store apart in search results.

Write Original Content

Search engines prioritize unique content, and with over 90% of users clicking on first-page results [20], standing out is crucial. Brands like Triangl, an Australian swimsuit company, excel by naturally weaving relevant keywords into their content [19].

Here’s how to create original content for your store:

• Product Descriptions: Avoid copying manufacturer descriptions; write your own.

• Category Pages: Add helpful, unique content to guide customers in their decision-making.

• Blog Posts: Address customer questions with informative, engaging articles.

"Benefits describe how product features will work for the buyer. Benefits address exactly how your product will improve your customers' lives" [21]

6. Limited Customer Help

Weak customer support can hurt your online store's performance. In fact, 71% of customers have ended business relationships due to poor service [24]. Providing strong support is crucial.

Add Support Options

Customers now expect support across multiple channels. Research shows they typically use an average of three support channels [23]. Offering different options ensures you meet these expectations.

Here’s how various channels stack up:

"We've focused on customer effort rather than customer satisfaction, as a low effort experience is a much bigger indication of customer loyalty."
– Antonio King, Director of Experience at Shinesty [23]

Beyond real-time channels, self-service tools can empower customers to find answers on their own.

Create Help Pages

A well-organized help center can reduce the need for direct support. 81% of customers prefer finding answers themselves before contacting support [25]. Effective help pages should include:

• Searchable FAQ: Answers to common questions in an easy-to-navigate format.

• Product Guides: Clear instructions for using and caring for products.

• Return Policies: Transparent steps for initiating returns.

• Shipping Info: Details about delivery times and tracking.

For instance, Loop Earplugs uses a chatbot on their homepage to handle frequent questions about orders, products, and shipping. This has significantly eased the workload for their support team [26].

While self-service tools are helpful, real-time support remains essential.

Set Up Quick Chat

Live chat is a must-have for online stores. Research shows 31% of online shoppers in the US and UK are more likely to buy after a live chat interaction [22]. This instant communication tool can increase both sales and customer satisfaction.

The benefits of good customer service are undeniable:

• 89% of customers are more likely to return after a positive support experience [24].

• 78% will give you a second chance after a mistake if you provide great service [24].

• 55% are willing to spend more with businesses that ensure satisfying experiences [22].

7. Ignoring Store Data

Using data effectively is the backbone of improving your online store. Without tracking and analyzing key metrics, it's nearly impossible to identify what's working and what isn't.

Install Tracking Tools

Tracking tools help you gather critical information about your store's performance. Here are some key metrics to focus on:

For example, businesses with 40% repeat customers often generate almost 50% more revenue than those with just 10% repeat customers [27].

Measure Results

Focus on metrics that directly influence your revenue. These include:

• Conversion rates by traffic source: Pinpoint which marketing efforts are driving sales.

• Average Order Value (AOV): Spot opportunities to encourage larger purchases.

• Customer Lifetime Value (LTV): Shape strategies to retain high-value customers.

• Cart abandonment rates: Uncover potential issues in your checkout process.

Once you have a clear picture of these metrics, you can make targeted improvements.

Test Store Changes

Testing is essential for finding what works best. Try experimenting with:

• A/B testing layouts: See how different designs impact sales.

• Product page variations: Test descriptions and image arrangements to boost engagement.

• Checkout flow options: Compare completion rates for various processes.

• Mobile performance: Fine-tune the experience for smartphone users.

Mobile traffic is now over half of all e-commerce activity, making mobile optimization critical [27].

To get the most out of your data, segment it by:

• Traffic source

• Device type

• New vs. returning visitors

Regular testing and analysis will help you make smarter decisions and keep your store performing at its best.

Conclusion

Running a successful online store requires ongoing effort and attention to detail. The seven mistakes discussed in this article can have a big impact on your business, but addressing them effectively can lead to better results.

Here’s a quick breakdown of the key challenges and solutions:

These common pitfalls highlight the importance of making timely updates to meet customer expectations. With U.S. consumers spending $291 billion online in Q2 2024[3], addressing these issues quickly can make a huge difference. Start by focusing on the areas that most affect your customers and continue refining your approach.

"All of which highlights the importance of reducing friction in the shopping experience, from compelling product images to intuitive website design." - Evaldas Mockus, VP of Growth at Omnisend[28]

With 2.71 billion people shopping online in 2024[3], the opportunities for growth are massive. Prioritize creating a smooth shopping experience across all devices, communicate clearly with your customers, and consistently analyze your store’s performance. These steps will help you build a stronger, more profitable online business.

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