Common Mistakes Shopify Store Owners Make (And How to Fix Them)

Give Yourself The Best Chance of Success

If you have recently launched or thinking about building a Shopify store, it can be an exciting but also a frustrating time for new owners if you are finding you are struggling to attract traffic and convert customers.

You are not alone. Most new Shopify owners will find that there are things they could and should have implemented early on to help aide conversion.

The good news is that it’s never too late to fix any minor issues that you’ve overlooked. Hopefully the list of points below can be ticked off your list to ensure you’ve fixed some of the most common Shopify issues for new store owners. 

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1. Forgetting to Ensure Your Sitemap is Indexed

• • Why it’s important: If Google can’t find your sitemap, your site’s pages mightn’t be indexed, meaning no organic traffic arriving at your site.

• • The mistake: Not submitting the sitemap to Google Search Console.

• • How to fix it:
    
    • • Navigate to yourdomain.com/sitemap.xml to locate the file and ensure it loads in your browser.
      • Submit it in Google Search Console under the “Sitemaps” section.
      • Give it time for Google to review it
    • • Check for errors and fix any flagged issues.

• • Bonus Tip: Regularly monitor for indexing issues in Search Console.

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2. Neglecting Product Filters and Search Functionality

• • Why it’s important: Poor filtering options and illogical search results frustrate users and lead to lost sales.

• • The mistake: Default Shopify setups might not include user-friendly filters or search synonym settings.

• • How to fix it:
    
    • • Use Shopify’s built-in filters (Shopify 2.0 themes) to enable filtering by size, colour, price, etc.
      • Set up search synonyms for regional / alternate terms like “trainers” vs. “sneakers.”
      • View Shopify search analytics to see popular search terms and see if improvements can be made
      • Consider search-enhancing apps like Searchanise or Doofinder. 

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3. Uploading Oversized Images Without Optimisation

• • Why it’s important: Large images slow page loading, hurting SEO and user experience.

• • The mistake: Uploading raw, high-resolution images without compression.

• • How to fix it:
    
    • • Compress images using tools like TinyPNG or ImageOptim.
      • Stick to Shopify-recommended sizes (2048×2048 px for square images).
      • Use next-gen formats like WebP for faster loading.

• • Bonus Tip: Test your site speed regularly with Google PageSpeed Insights. Plugins are available to reduce image size further if required.

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4. Ignoring Page Speed and Performance Issues

• • Why it’s important: A slow site leads to higher bounce rates and lower conversions.

• • The mistake: Installing too many apps, heavy scripts, or poorly coded themes.

• • How to fix it:
    
    • • Limit apps to essentials and remove unused ones.
      • Use lightweight themes like Dawn.
      • Enable Shopify’s built-in image lazy-loading feature.

• • Bonus Tip: Use tools like GTmetrix or Pingdom to identify performance bottlenecks.

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5. Not Setting Up Structured Data

• • Why it’s important: Rich snippets (like reviews, prices, etc.) increase click-through rates in search results.

• • The mistake: Failing to implement schema markup for products.

• • How to fix it:
    
    • • Use Shopify apps like JSON-LD for SEO to add structured data.
      • Test schema with Google’s Rich Results Test tool.
    •  

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6. Overlooking Mobile Optimisation

• • Why it’s important: Most ecommerce traffic comes from mobile devices.

• • The mistake: Assuming a desktop design works for mobile.

• • How to fix it:
    
    • • Use Shopify themes optimised for mobile (e.g., Dawn, Prestige).
      • Test your store on multiple devices.
      • Ensure CTA buttons are prominent and easy to tap.
    •  

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7. Skipping Customer-Focused SEO Practices

• • Why it’s important: SEO drives organic traffic over time.

• • The mistake: Not optimising product titles, descriptions, and metadata.

• • How to fix it:
    
    • • Research keywords with tools like Ubersuggest or Ahrefs.
      • Write unique, benefit-focused product descriptions.
      • Use alt text for all images to improve accessibility and SEO.
    •  

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8. Forgetting to Add Basic Sales Tools

• • Why it’s important: Small additions and tweaks can significantly increase conversion rates across all marketing channels.

• • The mistake: Not using urgency tools like countdown timers, low stock alerts, or exit-intent popups.

• • How to fix it:
    
    • • Use apps like Privy or Klaviyo to set up personalised popups. If Klaviyo is out of reach initially, there are other Shopify apps that can be used.
      • Experiment with trust badges and security seals. They may give consumers confidence
      • Add reviews as soon as possible, whether at a product or business level
      • Test urgency tactics but avoid being overly aggressive.
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Conclusion

Small mistakes can cost money in ecommerce. This is why if you have a new Shopify store or it’s underperforming since launch, it’ll be worthwhile checking through some of the points above to make sure you have covered those points

Review your store as a customer, rather than an owner. It’s easy to look at it through rose tinted glasses. A better test would be to get some friends and family to act impartially and tell you what the don’t like, not what they like about it. 

I’ll be putting together some free resources over the next few months that should help Shopify owners optimise their stores so stay tuned for more info. 

If you need any assistance, I am quite happy to have an initial call to discuss your issues and see if there is any way I can help you as an ecommerce consultant.