24 Website Mistakes That Quietly Kill Your Conversions

After reviewing over 1000 stores in my ecommerce career, I see the same issues repeatedly. These are not advanced scaling problems. They are the basics that quietly bleed your ad budget and make your conversion rate an uphill battle. The good news is that fixing them can have an immediate impact on sales without touching your ad spend. Here is what is going wrong, why it matters, and how to fix it.

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1) Above the Fold Fails

Above the fold refers to the portion of your site visible before any scrolling. This is your most valuable space because it determines whether visitors stick around. You have less than a second to create a positive first impression and only a couple of seconds to explain what you sell, who it is for, and why it matters. If this space is wasted on vague copy, irrelevant images, or design that hides the main offer, you lose the visitor. The solution is to lead with a clear headline, a strong image of your product in use, and a prominent call to action that invites the next step.

2) The “General Store” Problem

Mixing unrelated products into one store undermines credibility. Customers subconsciously assess whether you are a specialist or just another random reseller. When they see kitchen gadgets alongside pet toys and gym gear, they question your expertise in any category. Every sale is built on a series of small “yes” moments, and one moment of confusion can undo them all. Focus on one niche until you have proven your offer, brand, and sales process, then expand with intention.

3) Weak Homepage CTAs

Your homepage call to action should be impossible to miss, yet many stores bury it or make it blend into the background. Without a clear next step, visitors leave without engaging further. The CTA needs to be above the fold, high contrast, and written in language that clearly describes what will happen when clicked. Think “Shop the Collection” or “Get Started” rather than vague labels. Test your design by squinting at the page; if your CTA does not stand out instantly, it is too subtle.

4) Vague Value Propositions

Your value proposition answers three questions in a single breath. What do you sell, who is it for, and why is it better than the alternatives. Fluffy slogans waste this space and force visitors to decode your meaning. If a visitor cannot answer those questions within seconds, they will move on. Replace generic lines with a clear, specific statement that sets you apart and place it prominently on your homepage, product pages, and landing pages.

5) Amateur Design

Design is not just aesthetics, it is a major trust factor. Poor spacing, inconsistent colors, and mismatched fonts tell shoppers your store is not professionally run. People project site quality onto product quality, which hurts conversion even when the product is strong. You do not need an award winner, but you do need a consistent, clean visual system. Use a defined color palette, one or two fonts, consistent spacing, and proven theme layouts.

6) Low‑Quality or Stock Photos

Product images are one of the strongest conversion levers you have. Blurry, poorly lit, or obvious stock photos damage perceived value instantly. Customers cannot touch the product, so your images must do that job. Professional photos that show the product in real‑life use increase trust and make the purchase feel safer. Prioritize consistent lighting, context, and multiple angles to answer unspoken questions.

7) Bad Typography Choices

Typography influences readability, tone, and trust. Using hard‑to‑read fonts, all caps for large text blocks, or novelty typefaces on product pages makes the experience feel amateur. Visitors expect certain layouts and font hierarchies when shopping online, and they move faster when you meet those expectations. Disrupting patterns without a good reason creates friction and hesitation. Keep fonts clean and layouts conventional on product pages so shoppers can focus on the offer.

8) Fake Reviews

Shoppers are good at spotting fake reviews. Generic language, identical phrasing, and suspicious timing all trigger skepticism. Once trust is broken, it is almost impossible to win back during the same session. Instead of padding your store with fake praise, seed genuine reviews from early buyers and your immediate network. Encourage photo reviews and highlight specific product details to increase credibility.

9) Cluttered Headers

Your header is prime navigation real estate that should move visitors deeper into the funnel. Overloading it with policy links, social icons, and announcements creates distraction and decision fatigue. A noisy header reduces clicks into categories and product pages, which lowers revenue. Simplify to essentials like logo, key categories, search, and cart. Less clutter improves focus and speeds the path to product discovery.

10) No Email Capture

Without email capture, every non‑buyer leaves with no way to follow up. Email remains one of the highest ROI channels because you can re‑engage at minimal cost. Many stores bury the form or never present it at a sensible moment. Add a timed or scroll‑triggered popup and offer real value such as a discount, guide, or early access. The list you build becomes a compounding asset that lowers blended acquisition costs over time.

11) Weak or Missing Footer

The footer is a quiet trust anchor that signals you are a real business. Missing Contact, Shipping, Returns, Privacy, and Terms pages makes the store feel incomplete. Even if visitors do not click these links, seeing them reduces anxiety. A structured footer also provides a consistent place to find information when needed. Treat it as part of your credibility system rather than an afterthought.

12) Too Much Whitespace

Whitespace helps scannability, but overuse creates a sense of emptiness. Large gaps push critical content out of view and make the page feel unfinished. This hurts both clarity and perceived value. Review spacing on desktop and mobile and group related elements more tightly without creating clutter. Aim for balance so every scroll reveals useful information without dead zones.

13) Endless‑Scroll Product Pages

When specs, reviews, and details are buried in long scrolls, shoppers give up before they find answers. This is worse on mobile where attention is scarce. Organize content with accordions or tabs so visitors can jump straight to what they need. Keep essential benefits and the CTA visible while deeper details remain one click away. Structure reduces cognitive load and improves completion rates.

14) Payment Option Overload

Offering many payment methods is good, but showing all of them at once is not. A crowded buy box increases hesitation and slows decisions. Limit visible express options to one in the primary purchase area. Offer additional methods within the checkout flow where they are still available but not distracting. Streamlining this step keeps shoppers focused on finishing the purchase.

15) Too Few Product Photos

Too few images signal low effort or low confidence in the product. Shoppers want multiple angles, close‑ups, and lifestyle context before they buy. Provide at least four to six professional images per SKU. Add short videos or gifs to demonstrate size, motion, or key features. Rich media answers questions that copy cannot cover quickly.

16) Dense Product Descriptions

Large blocks of text get skipped. Most users skim for key facts and reassurance. If the information is buried, they miss it and move on. Break descriptions into short paragraphs, bullets, and subheads that highlight benefits and proof. Keep essentials above the fold, then let interested readers expand into details.

17) Missing Trust Signals

Trust is a prerequisite for any online purchase. Without clear signals like money‑back guarantees, free returns, or secure checkout badges, shoppers hesitate. These elements reduce risk and make the decision feel safer. Place them near the buy box rather than in a distant footer. Small changes in visibility can move the conversion needle.

18) Misplaced CTAs

The add to cart button is the most important control on a product page. If it sits below the fold or blends into the background, you lose impatient buyers. The button should be visible immediately and should visually dominate the purchase area. Check placement and contrast on both desktop and mobile. Make adjustments until it is unmissable.

19) Hidden Shipping Info

Shoppers want cost and timing before they commit. The phrase “shipping calculated at checkout” creates friction and uncertainty. Use geolocation to show estimated shipping cost and delivery window early in the journey. Transparency reduces anxiety and improves cart progression. Clear expectations also lower support tickets related to delivery questions.

20) Unclear Button Copy

Buttons like “Submit” or “Continue” do not communicate the next step. Ambiguity slows decisions and increases drop‑off. Replace vague labels with specific, action‑oriented text such as “Add to Cart” or “Proceed to Checkout.” Use consistent wording across the experience so users always know what to expect. Clarity maintains forward momentum.

21) Auto‑Advancing Sliders

Rotating hero images look dynamic but pull attention away from your primary message. Slides often change before visitors finish reading, which causes frustration. Most shoppers prefer a single strong image with a focused headline and CTA. Replace sliders with a static hero that supports your value proposition. Stability improves comprehension and click‑through.

22) Price Hard to Find

Price is a key input in every buying decision. Hiding it or placing it far from the CTA creates suspicion and confusion. The price should sit near the product title and the buy button so it is visible at a glance. Keep the style legible and consistent across products. Predictable placement builds trust and speeds decisions.

23) Missing Size Charts for Apparel

Sizing uncertainty is a leading cause of abandonment and returns in apparel. Without clear guidance, shoppers guess and hesitate. Provide a detailed size chart with measurements, fit notes, and visuals. Place it near the CTA and make it open in place so users do not lose their spot. Better fit confidence improves conversion and reduces returns.

24) Poor Category Filters

Large catalogs without effective filters overwhelm users. If shoppers cannot narrow options quickly, they bounce. Show filters by default on desktop and make them fast to open on mobile. Indicate counts per filter, allow multiple selections, and keep applied filters visible. Better filtering improves product discovery and lifts revenue per session.

Talk soon,

John Sciacchitano

Ecom Heads: Scale or Die Trying