Quick Summary
Top Mistakes Covered:
- Mobile UX issues
- Slow page load speed
- Complex or confusing checkout process
- Poor site navigation and user experience
- Weak product page content
- Lack of SEO and content optimization
- Missing security and trust signals
- Accessibility and inclusive design gaps
- Poor hosting infrastructure
- Deceptive design practices (dark patterns)
Best Practices Include:
- Mobile-first, responsive design
- Fast, reliable hosting with performance monitoring
- Streamlined, guest-friendly checkout flows
- Clear and intuitive navigation menus
- Well-written, image-rich product pages
- Built-in SEO strategies and keyword optimization
- Secure payment systems and trust-building design
- Accessibility compliance (WCAG 2.1 AA)
- Cloud-native or headless architectures for scaling
- Honest, ethical user experience design
Introduction
Starting an online store is more than just putting your products online and clicking “publish.”
To succeed, you need to create a smooth shopping experience that loads quickly, looks good on all devices, builds trust, and turns visitors into buyers.
Sadly, many new eCommerce businesses don’t get this right. Only about 10 to 20 out of every 100 online stores actually succeed. A big reason many fail is because of simple website mistakes that can be avoided.
This guide will show you the top 10 website development mistakes using real examples, expert advice, and data from platforms like Shopify, WooCommerce, BigCommerce, and Magento.
You’ll also get clear steps to fix or avoid these problems. Plus, you’ll learn how a company like Bizspice can help you build a better store from the very beginning.
1. Ignoring Mobile Optimization
Why is mobile so important for online stores?
Most people now shop on their phones.
More than 60% of adults in the U.S. use their phones to shop. In 2024, mobile devices made up almost half of all online sales in the U.S.
But many online stores still don’t work well on phones.
Problems like tiny buttons, slow pages, or layouts that don’t fit the screen can turn customers away. If your store looks bad or acts weird on a phone, people won’t trust it.
How to Avoid It:
- Use a responsive design that works well on phones and tablets
- Test your site on real phones, not just in preview tools
- Make sure buttons are large enough to tap easily
- Keep menus simple and easy to reach with thumbs
- Speed matters (see Mistake #2)
- Try a Progressive Web App for an app-like feel
2. Neglecting Site Speed and Performance
Why does speed matter?
A slow website can cost you sales.
Every extra second your site takes to load can make people leave. Amazon once said that just a 0.1-second delay cost them 1% in sales.
Other studies show that if your site takes more than 2 seconds to load, you can lose over 4% of buyers for each second of delay.
What slows your site down?
- Big image files that aren’t compressed
- Too many extra design features or plugins
- Poor-quality hosting
How to Avoid It:
- Shrink images and use faster file types like WebP
- Clean up your code by minifying JavaScript and CSS
- Track your performance with Core Web Vitals
- Turn on lazy loading so images load only when needed
- Use caching and a Content Delivery Network (CDN)
- Test your speed with tools like GTmetrix or PageSpeed Insights
How can I test my eCommerce website speed?
Tools like PageSpeed Insights and GTmetrix can show you where your site slows down. Speed is critical for mobile and conversions.
Tip: If you use Shopify, search for tips on “how to speed up ecommerce website loading time on Shopify.”
3. Complicated or Friction-Filled Checkout
Why do people leave their carts?
Almost 7 out of 10 people who add items to their cart never finish buying.
One big reason? The checkout process is too long or confusing.
Things like forcing users to register, hidden fees, or too many steps make people give up.
How to Avoid It:
- Let people check out as guests
- Show total costs, including shipping, early on
- Add a progress bar so users know how many steps are left
- Use well-known payment options like PayPal or Apple Pay
- Show trust badges during checkout
- Test both one-page and multi-step checkouts to see what works best
What makes a good eCommerce checkout process?
Cart abandonment often happens due to unnecessary steps, hidden fees, or required sign-ups. Here’s how to create a checkout that converts.
4. Poor Navigation and User Experience (UX)
Why does good navigation matter?
Navigation is how people move around your site.
If it’s hard to find things, people won’t stay.
Confusing menus, labels that don’t make sense, or missing filters can frustrate customers and cause them to leave.
How to Avoid It:
- Use clear categories that make sense
- Label things in a way everyone understands
- Add a search bar with auto-complete
- Use sticky headers and breadcrumb links
- Include filters and sorting on product pages
5. Inadequate Product Pages (Thin Descriptions, Bad Images)
Why are product pages important?
Your product pages are like your online store’s showroom.
Nearly 87% of shoppers say the product info helps them trust a brand and decide what to buy, and are willing to pay more.
How to Avoid It:
- Write descriptions that focus on the benefits
- Add details like size, materials, and answers to common questions
- Use clear, high-quality images from different angles
- Add videos or 360-degree views if possible
- Include customer reviews and star ratings
- Use alt text for your images to help with SEO and screen readers
How do I make my product pages convert better?
Your product pages should not only look good, but they should also answer customer questions, build trust, and guide buyers to action.
Bizspice builds product pages that include charts, tabs, and review sections that help buyers feel more confident.
Related Questions
What makes a good ecommerce checkout process?
A good checkout process is short, clear, and secure. Offer guest checkout, show total costs early, and use trusted payment methods.
How do I make my product pages convert better?
Focus on detailed product descriptions, high-quality images, reviews, and trust signals like return policies and FAQs.
What are common SEO mistakes on ecommerce sites?
Skipping keyword research, ignoring meta tags, not optimizing product URLs, and failing to use structured data are all common errors.
How can I test my ecommerce site speed?
Use free tools like Google PageSpeed Insights, GTmetrix, or Pingdom. Test both desktop and mobile performance and look for slow-loading elements like large images or scripts.
6. Ignoring SEO and Content Optimization
Why is SEO important?
Even the best-looking store won’t get sales if no one can find it online.
About 90% of web pages get zero traffic from Google. A big reason? They don’t have good SEO.
How to Avoid It:
- Use keywords in your titles and meta descriptions
- Add structured data (called schema)
- Make sure your URLs, headers, and image names are optimized
- Link to other products or blogs on your site
- Write content-rich pages like guides and FAQs
- Submit your sitemap to Google Search Console
What are common SEO mistakes on eCommerce websites?
Failing to optimize for keywords, meta tags, or content depth can bury your store in search results. Here’s what to fix.
7. Weak Security and Trust Signals
Why does online security matter?
People won’t buy from a site they don’t trust.
Around 18-20% of shoppers say they left a site because they didn’t feel safe entering their card details.
Worse, online fraud could reach $362 billion globally.
How to Avoid It:
- Use HTTPS on all your pages
- Choose payment systems that follow security rules, like Stripe
- Show trust badges and payment logos clearly
- Keep all apps and software up to date
- Add clear refund, privacy, and shipping policies
- Use two-step login for admin accounts
8. Overlooking Accessibility and Inclusive Design
Why does accessibility matter?
Accessibility means making your site easy for everyone to use, including people with disabilities.
It’s not just good for business, it’s required by law.
In recent years, 82% of all web accessibility lawsuits targeted online stores. Around 15% of Americans have some kind of disability.
How to Avoid It:
- Follow the WCAG 2.1 AA rules
- Make sure text and background colors have good contrast
- Add alt text for every image and video
- Use clear HTML and ARIA labels
- Let users move through your site with just a keyboard
- Don’t auto-play videos or use flashing lights
9. Choosing Poor Hosting or Infrastructure
Why is hosting so important?
Your hosting service is what keeps your site running.
If it crashes, you lose sales.
A big site like Amazon can lose over $200,000 in just one minute of downtime.
How to Avoid It:
- Pick a hosting that scales with your traffic
- Use a Content Delivery Network (CDN) to make pages load faster
- Back up your site often
- Keep an eye on uptime and performance
- Test your site with heavy traffic to see how it holds up
10. Deceptive Design (“Dark Patterns”)
What are dark patterns?
Dark patterns are tricky design choices that mislead users.
This includes things like hidden fees, auto-added products, or fake countdowns. Over 11% of online stores use these tactics, and they hurt trust.
How to Avoid It:
- Don’t use pre-checked boxes for extras
- Show full costs upfront
- Only show urgency when it’s real
- Make it easy to cancel or unsubscribe
Bizspice builds honest, user-friendly sites that earn long-term trust from customers.
Real-World Case Studies: Lessons from Successful eCommerce Optimization
To help you better understand how the strategies shared above work in practice, here are a few real-life examples from well-known brands that improved their eCommerce performance by addressing common website development mistakes.
Case Study 1: ASOS – Simplifying Checkout to Reduce Abandonment
The Problem:
ASOS noticed a high cart abandonment rate, especially on mobile devices. Customers were dropping off during checkout due to forced account registration and unnecessary form fields.
The Fix:
ASOS introduced a streamlined guest checkout option and reduced the number of required fields. They also optimized the checkout flow to work better on mobile screens.
The Result:
- Cart abandonment dropped by 50%
- Mobile checkout completion improved significantly
- Overall conversion rates increased across all devices
Takeaway:
Removing friction from the checkout process, like mandatory sign-ups, can have an immediate impact on sales.
Case Study 2: AutoAnything – Speed Optimization for More Conversions
The Problem:
AutoAnything, an auto parts store, had a bloated, slow-loading homepage that took over 6 seconds to load. This was hurting both their SEO and user engagement.
The Fix:
The company restructured its codebase, implemented a headless CMS, added lazy loading, and used a CDN to deliver faster performance across devices.
The Result:
- Load times dropped to 1.4 seconds
- Conversions increased by 12–15%
- Pageviews per session went up as users stayed longer
Takeaway:
Even shaving a few seconds off your load time can significantly improve both user experience and revenue.
Case Study 3: REI – Using SEO Content to Drive Organic Growth
The Problem:
REI wanted to increase its organic traffic without spending heavily on ads. Many of their product pages weren’t ranking well on Google.
The Fix:
REI created in-depth content like buying guides, product comparisons, and how-to articles that linked to relevant products. They optimized product page metadata, used structured data, and ensured proper internal linking.
The Result:
- Organic traffic increased by 35% in 6 months
- The average session duration rose by 26%
- Search visibility improved for both product and blog content
Takeaway:
Strategic content creation and SEO optimization can drive sustainable, long-term traffic without relying on paid ads.
Mistakes Breakdown with Evidence & Solutions
# | Mistake | Supporting Data & Real-World Evidence | How to Avoid It |
1 | Poor Mobile Optimization | Over 60% of U.S. ecommerce traffic comes from mobile. Google reports 53% of users abandon mobile sites that take over 3 seconds to load. | Use responsive or mobile-first design, optimize mobile layouts for tap targets and readability, and test across real devices. Leverage PWA where needed. |
2 | Slow Site Speed | Studies show each additional second of load time drops conversion by 4.42%. Amazon found that every 100ms delay = 1% fewer sales. | Compress images, implement lazy loading, remove unnecessary scripts, use CDNs and caching. Prioritize performance audits using Core Web Vitals. |
3 | Complicated Checkout | 18% of U.S. shoppers abandon carts due to long or confusing checkout processes (Baymard Institute). | Offer guest checkout, auto-fill forms, progress indicators, and upfront cost transparency. Limit steps and form fields. A/B test checkout UX. |
4 | Cluttered Navigation & UX | Poor UX leads to higher bounce and lower conversions. Confusing menus are cited in usability tests as a top friction point. | Simplify navigation, use mega menus if needed, logical category hierarchy, and clear CTAs. Include search with autocomplete and breadcrumbs. |
5 | Weak Product Pages | 45% of consumers say product images and details directly impact their trust and decision to buy. Poor pages increase returns. | Use unique, benefits-driven descriptions, multiple high-res images, 360° views or videos. Include reviews, FAQs, and technical specs in tabs. |
6 | Ignoring SEO | 90.63% of web pages get no Google traffic (Ahrefs). Ecommerce stores are especially vulnerable to poor indexing. | Use keyword-optimized meta titles/descriptions, structured URLs, alt text, schema markup, and unique content. Publish blogs and interlink properly. |
7 | Lack of Trust Signals & Security | 19% of shoppers abandon carts due to lack of trust in payment security. Security breaches can permanently damage brand reputation. | Add SSL, trust badges, clear return/refund policies, and use secure gateways (Stripe, PayPal). Display security icons and customer reviews. |
8 | Accessibility Issues | 82% of accessibility lawsuits target ecommerce; 73% target small businesses. Non-compliance risks lawsuits and SEO loss. | Follow WCAG 2.1 guidelines, use semantic HTML, keyboard navigability, alt text, contrast checks, and accessible forms. Test with screen readers. |
9 | Weak Hosting/Infrastructure | Downtime costs brands like Amazon $3,672 per second. Shared hosting crashes during spikes (e.g., Black Friday). | Choose fast, scalable hosting (VPS/cloud), enable backups, use CDNs, and stress-test under traffic. Use uptime monitoring tools. |
10 | Dark Patterns & Deceptive UX | ~11% of ecommerce sites use manipulative UI (e.g., auto-cart adds, hidden fees). These erode trust and invite regulation. | Use honest UX: no hidden costs, clear opt-outs, no fake scarcity. Avoid pre-checked boxes. Make navigation and actions transparent and fair. |
Frequently Asked Questions
Keep it to 2 or 3 steps. Let people buy without making an account.
Try to load in under 2 seconds for both. On mobile, aim for under 1 second.
Put them near buy buttons, in the footer, and during checkout.
No. Let them check out as guests and offer a sign-up afterward.
It helps everyone shop, protects against lawsuits, and boosts SEO and trust.
Conclusion: Build Smart, Grow Fast, Avoid Mistakes
Avoiding these common mistakes can greatly affect your store’s success.
Whether you’re using Shopify, WooCommerce, Magento, or building a custom site, these rules apply:
Think about the user, boost your search visibility, keep your site safe, and always be honest in your design.
Need expert help?
Bizspice builds fast, secure, mobile-friendly eCommerce stores that avoid these problems.
From mobile design to SEO, accessibility, and trust-building UX, Bizspice covers every part of your website project.
Partner with Bizspice and launch a store that performs and lasts.
