The biggest challenge is trust, earned in about ten seconds. Most Shopify traffic arrives cold — from an ad, a search, a shared link — and the visitor doesn’t know the store yet. If the product page doesn’t instantly answer “Why this? Why now? What if it doesn’t work for me?”, they leave, no matter how good the traffic was.
The fuller answer, the way it usually breaks down:
• The product page does the selling, and most don’t. Features listed, but no clear benefit, no reviews or proof, no visible shipping and returns information. That unanswered risk is where the sale dies.
• Checkout finishes what the page started. Average cart abandonment runs around 70%, and the top killers are surprise shipping costs and fees appearing late, forced account creation, and a long or clunky checkout — especially on phones, where most of the traffic is.
• So stores don’t usually have a traffic problem — they have a conversion problem. Doubling traffic on a page that converts at 1% just buys more visitors who leave. Fixing the page — clear promise, proof, transparent costs, one-tap payment — is worth more than any new ad spend

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