
I’ve been collecting the best ecommerce designs on ecomm.design for years. I’ve looked at thousands of websites, picked apart ecommerce design decisions and showcased the ones that really work.
One thing’s for sure: many online stores make the same mistakes that kill their sales.
The good news is most of these mistakes are easy to avoid once you know what they are.
And today I’m going to share the biggest ecommerce design mistakes I see over and over again – and how to fix them.
Whether you’re on Shopify, WooCommerce, BigCommerce or SureCart this is for you.
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1. A Cluttered Home Page
This is one of the most common mistakes I see with beginners.
A cluttered home page confuses shoppers. Too many banners, tons of product listings, long blocks of text… it’s overwhelming. And when your customers feel overwhelmed they leave.
How to fix it:
- Keep your home page simple.
- Focus on 1-2 actions you want visitors to take – like “Shop New Arrivals” or “Browse Collections.”
- Use strong visuals with short headlines and keep the content minimal.
Pro tip: Look at big brands like Apple or Nike. Their home pages are clean and focused. They don’t throw everything at you at once – they guide you.
2. Not Mobile Optimized
Here’s a crazy stat: 60% of online traffic comes from mobile.
Yet I still see stores that don’t work on mobile. Images are broken, buttons are hard to click or the whole site is just clunky.
If your site doesn’t work on mobile you’re losing half your audience before they’ve even started.
How to fix it:
- Choose mobile friendly themes. Shopify’s Dawn theme is a good example of this.
- Test your site on multiple devices – not just your phone. Tablets, older smartphones and different screen sizes all matter.
- Use tools like Google’s Mobile-Friendly Test to check for issues.
3. Slow Page Load Speeds
Nobody likes waiting for a site to load. In fact 53% of people will leave if your site takes longer than 3 seconds.
That’s tough. And it’s often caused by bloated designs, heavy images or unoptimized plugins.
How to fix it:
- Compress your images. Use TinyPNG to shrink file sizes without losing quality.
- On WooCommerce use caching plugins like WP Rocket to speed things up.
- Shopify has a built in CDN (Content Delivery Network) to help with speed but double check your app usage. Too many apps can slow your store down.
4. Poor Navigation
Shoppers need to find what they’re looking for quickly. If your navigation is a mess – too many categories, unclear labels or no search bar – they’ll leave.
I’ve seen some beautiful sites fail because their navigation was a mess.
How to fix it:
- Limit your main menu to 6 items or less.
- Use a sticky navigation bar so customers can move around even as they scroll.
- Make sure your search function actually works. Test it with multiple keywords to make sure it’s pulling up the right results.
5. Weak Product Pages
Your product pages are where the magic happens. If they’re weak you’re losing sales.
Many beginners make this mistake: they just slap a photo, write a one line description and hope for the best. That’s not enough.
How to fix it:
- Add high quality images that show your product from every angle.
- Write descriptions that focus on benefits not features. Example: Don’t just say “Made from 100% cotton.” Say “Stay comfortable all day with breathable, soft cotton fabric.”
- Include reviews and testimonials to build trust.
6. No Trust Signals
If your site doesn’t feel trustworthy people won’t buy from you. It’s that simple.
Lack of trust signals – like SSL certificates, reviews or payment badges – makes your store feel risky. Shoppers need to feel safe spending money on your site.
How to fix it:
- Always enable SSL. Shopify, BigCommerce and SureCart have SSL enabled by default so make sure it’s turned on.
- Add trust badges at checkout. Payment icons like Stripe, PayPal or “Secure Checkout” can make a big difference.
- Display guarantees like “30-Day Money Back Guarantee” on your product pages.
7. Too Many Pop-ups
Pop-ups can work. But if you overdo them – or if they appear the second someone lands on your site – you’ll annoy your visitors.
- Time your pop-ups better. Use exit-intent pop-ups or wait until someone has been on your site for at least 30 seconds.
- Keep them simple. Offer a discount or ask for an email in exchange for a freebie but don’t overwhelm them.
8. Weak CTAs
Your CTAs are like signposts for your customers. If they’re unclear, boring or hidden people won’t take action.
How to fix it:
- Use direct language like “Buy Now” or “Add to Cart.”
- Make your CTAs pop with bold colors that contrast with the rest of the page.
- Place them strategically. Don’t hide your CTAs below endless product descriptions – keep them visible.
Quick Checklist to Avoid These Mistakes
Here’s a quick checklist to check your store design:
- Is your homepage clean and simple?
- Is your site mobile friendly?
- Does your site load in under 3 seconds?
- Can customers navigate your menu?
- Do your product pages have reviews and great images?
- Are trust signals like SSL, payment icons and guarantees showing?
- Are your pop-ups timed correctly?
- Are your CTAs clear and bold?
Conclusion
Ecommerce design doesn’t have to be hard. Fixing these mistakes will improve your store and your customers.
As someone who’s been in the digital commerce space for over a decade I’ve seen how small design changes can make a big difference.
If you need some inspiration check out some of the best ecommerce sites on ecomm.design. I’ve curated hundreds of examples for you to see what works.
And if you’re stuck or need help improving your store’s design, let’s chat. I’m here to help.