1. Shipping costs hidden until the final step
Shopper adds a €40 product, hits checkout, discovers €9.90 shipping. Bounce rate here: 30-40%. Fix: show the shipping band on the product page or a free-shipping threshold on top of the entire site.
2. Forced account creation before paying
Shopify enables guest checkout by default. If you disabled it 'to build the list', you're paying in lost revenue way more than any email is worth. Enable guest, capture the email after the order.
3. No trust signals in the payment step
SSL badge, money-back guarantee, 30-day return policy, Trustpilot reviews. The shopper's reptile brain looks for them exactly when entering the card. Show them in the checkout sidebar (Shopify Plus: custom; standard: Shop Pay + theme badges).
4. Missing or vague delivery ETA
'Shipping 1-7 days' is worse than nothing. Give a precise date based on the ZIP. Tools like Route, Aftership or a dedicated Shopify app do this in 10 minutes.
5. Weak payment methods
Card only? You're losing 15-25% of Gen Z who want Klarna/PayPal/Apple Pay. Enable at least Shop Pay, Apple Pay, Google Pay, PayPal. BNPL (Klarna, Scalapay) if AOV > €50.
6. Long, non-autocomplete address forms
Shopify has native Google autocomplete. Verify it's active and fields are in logical order. Each extra field costs ~10% completion rate.
7. Discount code as the first thing
The 'Got a code?' field at the top sends the shopper out to Google. Result: either they find an affiliate site (you pay the commission), or they don't come back. Put it at the bottom, below the total.
8. Missing reviews on the product page
If you don't have native reviews (Judge.me, Yotpo, Loox), the shopper opens TrustPilot in another tab and sometimes doesn't return. Even 12 'meh' reviews beat zero.
9. Mobile: CTA button below the fold
On mobile, 'Add to cart' must be visible without scroll. A sticky mobile CTA bar easily worth +5-10% add-to-cart rate.
10. No abandoned cart recovery
Klaviyo or Shopify's native automation recovers 10-15% of carts with 2-3 emails. If it's not on, you're leaving it on the table.