Spent the last few years building online stores for brands, and the pattern is always the same: founders obsess over the product page and completely forget about load speed and mobile checkout friction.

A few things I see wreck conversion rate on almost every store I audit:

• Checkout takes more than 2 taps to start. Every extra step is a drop-off point.

• Mobile images aren't compressed. If your homepage takes 4+ seconds to load on 4G, you're losing 30-40% of visitors before they see anything.

• No urgency or social proof above the fold. Reviews, stock counters, or a simple 'X people viewing this' matters more than people think.

• Generic templates that don't match brand voice. Customers can tell when a site feels like every other Shopify store — it kills trust.

If you're running an e-commerce brand and your site was thrown together fast (or is a few years old), it's probably costing you more in lost conversions than a rebuild would cost upfront.

I build custom storefronts for e-commerce brands — happy to share thoughts on your current site if you drop a link below.