TL;DR

Conversion usually drops for boring reasons: uncertainty, hidden info, and too many small frictions.
Before redesigning anything, run a friction-first checklist and ship the simplest fixes.

This checklist comes from real Shopify UX work where targeted changes produced large lifts (see: case study).

1) First screen: can a new user answer “what is this” in 5 seconds?

  • What is the product?
  • Who is it for?
  • Why should I trust it?
  • What happens after I click “Add to cart”?

If those answers are missing, your best traffic will still bounce.

Quick fixes

  • rewrite the first 2–3 lines to be specific (not generic marketing)
  • move 1–2 trust signals near the decision point (shipping/returns/support)
  • replace paragraphs with bullets for scannability

2) Decision points: remove uncertainty at the exact moment it appears

Users hesitate at:

  • variant selection
  • shipping cost surprise
  • “will my discount apply?”
  • delivery expectations

Quick fixes

  • set smart defaults for variants
  • label forms clearly (especially on mobile)
  • show shipping/return expectations plainly (no legalese)
  • if promotions exist, make discount behavior predictable

3) Cart: treat it like a second product page

Cart is where intent is highest - don’t waste it.

  • show what matters: items, savings, total, next step
  • reduce clutter and remove distractions
  • if you have upsells/bundles, make them obvious but not annoying

4) Performance: speed is trust

A slow store feels risky. Even if the product is great, slow pages reduce confidence.

Minimal improvements that usually help:

  • audit third-party scripts (remove what you don’t need)
  • optimize images (sizes, modern formats, lazy loading below the fold)
  • reduce layout shifts (especially in the first viewport)

5) Accessibility is conversion

Accessibility improvements often reduce friction for everyone:

  • better labels = fewer form errors
  • better focus states = easier checkout for keyboard users
  • better semantics = better SEO + better usability

6) Measure like a grown-up (simple, consistent)

Track:

  • conversion rate
  • add-to-cart rate
  • checkout initiation
  • device split
  • known confounders (campaigns, stockouts)

If you need a minimal framework: Measuring Shopify UX changes.

A minimal checklist

  • “What is this?” is answered in the first screen
  • Trust signals are near the purchase decision
  • Variants have sensible defaults and clear labels
  • Cart shows savings and next step clearly
  • Promo behavior is predictable
  • Scripts are audited; images are sized
  • Focus states and form labels are solid

Small fixes, shipped weekly, beat big redesigns that never land.