5 places your Shopify store is leaking money

Most stores I open do not have a traffic problem. They have a problem between the ad click and the thank-you page, and it is almost always in the same five places. None of them look like emergencies. They look like a conversion rate you have got used to.

Here is the walk-through from the video, written down, with the check for each one so you can run it on your own store tonight.

1. Nobody can find your best seller

The product doing most of your revenue is usually three or four taps from the homepage, behind a collection name that only makes sense to you. "Essentials". "The Collection". Meanwhile the thing people actually arrive wanting is not linked from anywhere above the fold.

The check: open your homepage on your phone and count the taps to your best seller. More than two and you are paying for traffic to go looking.

2. The page is fast for you and slow for them

You load your store forty times a day, so it is warm in your browser and it feels instant. Your customer is on a phone, on mobile data, cold, and often on a device three years older than yours.

The check: run your product page through PageSpeed Insights and read the field data, not the lab score. That is real Chrome users on your real store. If Largest Contentful Paint is over 2.5 seconds for most of them, you are losing people before they see anything.

3. Your search is worse than you think

If you have more than about thirty products, a meaningful share of buyers go straight to search — and searchers convert at several times the rate of browsers, because they have already decided. Then they type a plural, or a colour you spell differently, and get nothing.

The check: search your own store for a product using the words a customer would use, not the words on your product title. Then search it with a typo.

4. Nothing on the page says who you are

A stranger has landed on a store they have never heard of and is deciding whether to give it a card number. Every trust signal you have — reviews, returns, where you ship from, how long you have existed — is either in the footer or on an About page nobody opens.

The check: look at the single screen with your Add to Cart button on it. Is there one reason on that screen to believe you?

5. You are guessing which of these it is

This is the expensive one. Most stores fix the thing that is easiest to fix rather than the thing that is costing the most, because nobody has looked at the funnel in order.

The check: open your analytics and write down, for last month, how many people saw a product page, how many added to cart, and how many checked out. The largest drop between two of those numbers is where your money is, and it is often not where you assumed.

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If you want the version of this done on your own page rather than in general, that is what the free audit is: you send one URL, I record five to ten minutes walking it the way your customer would, and you get a prioritised fix list back in two business days.