Service answerPeople visit our Shopify store but do not buy. What should we fix first?
Follow a real visit from the source to the exact landing page and through checkout on a phone. Check whether the visitor wanted this product, understood the offer, could choose a variant, and could see delivery costs before committing. Fix a broken purchase path immediately. If the path works, investigate the point where expectations become unclear.
Use store orders and a consistent funnel to choose the next change. Sessions without carts suggest a different investigation from carts that fail at payment. Neither pattern proves the cause by itself. A beautiful redesign cannot compensate for irrelevant visitors or an offer customers do not want.
Compare one traffic source, one landing page and one mobile test order before commissioning a larger redesign.
Diagnose the failed task before commissioning a redesign
UX researchChristian Holst on product-size clarity
Original usability research · May 30, 2017
Holst reports that shoppers used product images to judge size and sometimes rejected suitable products after misreading scale. The article recommends an image with a familiar size reference.
Christian Holst, Baymard research director and co-founder
A historical observed usability problem, not proof that a particular image will increase your conversion rate. Validate the task on your own store.
Read the source notes and related topicsBrand operationsGymshark’s reason to rebuild
UK-founded brand · historical 2015-era outage
Shopify’s account reports an eight-hour Black Friday outage; Ben Francis estimated £100,000 in lost sales. Gymshark subsequently moved from Adobe Commerce to Shopify Plus.
Ben Francis, founder, quoted in Shopify’s case
Vendor-published history and a founder estimate. It neither proves every store should migrate nor establishes that a platform change caused later growth.
Read the source notes and related topicsHow to apply it
A store can look good and still leave people unsure what they are buying. It can also explain the product well and fail at payment. Gymshark’s outage and Christian Holst’s product-size research illustrate those different problems. A low conversion rate alone cannot tell you which one you have.
Watch a new customer attempt one realistic purchase on mobile. Ask them to explain what they expect to receive, choose a variant and find delivery information before checking out. Pair that observation with device-level funnel data and genuine support questions. If the traffic is unrelated to the offer, better checkout design will not make it qualified. Fix the first verified obstacle and document what changed.
A diagnosis stating the affected customer, failed task, observed evidence, proposed repair and the measure that would show whether the repair helped.