Building a successful Shopify store takes more than just setting up a website and waiting for sales to come in. After seven years and over $25 million in e-commerce sales, I’ve identified five critical mistakes that can prevent your Shopify store from making a single sale. Avoiding these pitfalls can save you from years of trial and error and potentially thousands of dollars in lost revenue.

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1. Neglecting Site Speed

Site speed is a crucial factor that impacts every user who visits your website. Your site speed is the time it takes for your website to load from the moment someone clicks on your ad to when they can start shopping. A faster site leads to a better user experience and higher conversion rates. For instance, Amazon found that for every 1-second improvement in site speed, their conversion rate increased by 1.77%. Here’s how to improve your site speed:

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• Monitor Regularly: Use tools like Google Lighthouse to check your site speed weekly.
• Optimize Images: Use applications like Crush.pics to reduce the file size of your product photos without compromising quality.
• Remove Unused Apps: Regularly audit and remove any apps that are no longer in use, as each app can slow down your site.

2. Optimizing Only for Desktop

Shopify’s default view is desktop, which can mislead you into designing your store primarily for desktop users. However, over 80% of your traffic will likely come from mobile devices. Always use the toggle switch in Shopify’s theme editor to optimize for both desktop and mobile views. Ensure that your site looks and functions well on mobile devices, with easy-to-navigate buttons and readable fonts.

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3. Sending Traffic to the Wrong Pages

A common question is where to direct your traffic—homepage, collection page, or product page? After extensive split testing, I’ve found that directing traffic to your collection page often yields the best results. This strategy works because:

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• Higher Average Order Value: Customers are more likely to add multiple items to their cart when they see a variety of products.
• Better User Awareness: Visitors become aware of your range of products, increasing the likelihood of cross-sells and upsells.

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4. Small Product Catalog

Especially for print-on-demand stores, having a large product catalog is essential. The more products you offer, the better your chances of making a sale. Think of it this way: a physical store with only a few items is less appealing than one with hundreds of products. A larger catalog also leverages Facebook’s catalog and Advantage Plus campaigns more effectively.

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5. Selling Poor Quality Products

No amount of optimization can make up for poor quality products. It’s a common misconception that a well-optimized Shopify store can sell anything. In reality, great products can sometimes sell themselves, even with mediocre ads, but poor products will struggle regardless of your marketing efforts. Always focus on selling high-quality products that meet your customers' needs and desires.

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Conclusion

Avoiding these five critical mistakes can set your Shopify store on the path to success. Remember to prioritize site speed, optimize for mobile, direct traffic wisely, expand your product catalog, and ensure you’re selling high-quality products. By doing so, you can enhance your store's performance and achieve your e-commerce goals.

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