5 Mistakes That Are Killing Your E-Commerce Sales (and How to Fix Them)

larry cohen
Sep 2
3 min read

Running an e-commerce brand today is harder than ever. You’re competing not only against global giants like Amazon, but also against thousands of niche stores fighting for the same customers.

And yet, many brands are leaving money on the table—not because their products aren’t good, but because their websites and marketing systems are full of leaks.

After working with brands in sectors as different as CBD, beauty, and sports training, I’ve noticed the same patterns again and again. Here are the 5 most common mistakes that kill e-commerce sales—and how to fix them.

1. Slow Website Speed ⏱️

The mistake:Your store looks great… but it takes forever to load. Research shows that if a website takes more than 3 seconds to load, over 50% of visitors bounce. Imagine spending money on ads to get someone to your site, only to lose them before they even see your product page.

Why it matters:A slow site doesn’t just frustrate users—it also kills your SEO rankings and increases ad costs (because platforms like Google penalize poor landing page experience).

How to fix it:

Compress and resize images (no 4MB product photos).
Remove heavy or unused apps/plugins.
Use lazy loading for videos and images.
Implement a CDN (Content Delivery Network) to speed up delivery worldwide.
Test regularly with tools like Google PageSpeed Insights or GTMetrix.

👉 Quick win: Shaving just 1 second off load time can increase conversions by 10–20%.

2. Weak Product Pages 📄

The mistake:Most product pages look the same: a few product shots, a short generic description (“high quality,” “durable,” “best choice”), and a price. That’s not enough.

Why it matters:Your product page is your virtual salesperson. If it doesn’t explain benefits, answer objections, and build trust, people won’t buy.

How to fix it:

Write copy that highlights benefits, not just features.
- ❌ “100% cotton t-shirt.”
- ✅ “Breathable cotton that keeps you cool all day.”
Add social proof (reviews, UGC, testimonials).
Use high-quality photos and short product videos.
Include FAQs to address doubts directly.
Add scarcity/urgency when relevant (limited edition, low stock, etc.).

👉 Quick win: Run an A/B test with new descriptions—often conversion rates jump immediately.

3. No Email Automation 📧

The mistake:Brands spend thousands on ads but ignore email. That means no welcome series, no cart abandonment flow, no post-purchase emails.

Why it matters:

Around 70% of online carts are abandoned.
Email marketing drives, on average, $36 for every $1 spent.
Without automation, you’re paying for traffic that never converts.

How to fix it:Set up the 3 “non-negotiable” automations:

Welcome Series: Introduce your brand, story, and best-sellers.
Cart Abandonment Flow: 2–3 emails reminding customers what they left behind.
Post-Purchase Flow: Thank new customers, upsell/cross-sell, and invite reviews.

👉 Quick win: Even a simple 3-email cart recovery sequence can recover 10–15% of lost sales.

4. Untargeted Ads 💸

The mistake:Launching broad Facebook or Google Ads without strategy. Targeting “18–65, all interests” is basically burning money.

Why it matters:

Without precision, you attract unqualified traffic.
Ad platforms reward relevance: the better your targeting, the cheaper your CPMs and CPCs.

How to fix it:

Start with custom audiences: website visitors, email lists, past customers.
Layer interests and behaviors for cold audiences.
Always run retargeting campaigns (people who visited but didn’t buy).
Continuously test creatives: ad copy, images, videos.
Track with proper attribution tools (GA4, UTMs, or third-party tracking).

👉 Quick win: Reallocate 20% of your budget to retargeting and see instant ROI improvements.

5. No Trust Signals 🔒

The mistake:Your store may look clean, but if customers don’t feel safe, they won’t buy. Missing reviews, unclear return policies, or no mention of certifications all raise red flags.

Why it matters:Online shoppers are skeptical—especially when buying from an unknown brand. Trust elements make them comfortable enough to click “Buy.”

How to fix it:

Add verified reviews and user-generated content.
Display secure payment badges (SSL, PayPal, Stripe).
Make return/refund policies easy to find.
For regulated industries (like CBD), show lab reports or compliance certificates.
Humanize your brand with an About page and team photo.