We found 33 issues in Iliabeauty's checkout, a modelled 14.1–44.6% of conversions.

The problem

When the checkout form has an error, the store clears out information the shopper already typed correctly.

Why it matters

A shopper who typed their address once and lost it to a form error frequently will not type it twice. This is a critical-severity leak at the very end of the funnel, where every lost buyer was seconds from paying.

The problem

The product price is not visible above the fold on desktop or on mobile. Shoppers have to scroll to find out what the product costs.

Why it matters

Price is the single strongest predictor of whether a shopper stays or bounces. If they can't see it in the first second, they're gone. This is the highest-impact fix on any product page.

The problem

The full order total (including shipping and tax) isn't visible before the buyer starts entering payment details.

Why it matters

Surprise costs at the payment step are the #1 abandonment trigger in every study. Buyers want the final number before their card leaves the wallet.

The problem

The Add-to-Cart button is not visible above the fold on mobile. Shoppers have to scroll to find how to buy.

Why it matters

On mobile especially, buyers scan the top of the page and decide within seconds. If the primary purchase button isn't in that first view, many will leave before scrolling.

What to do

This is a promotional overlay (15% off quiz) obscuring the entire product page; add a visible close (X) button in the top-right corner of the gray modal so users can dismiss it and access the underlying product and Add to Cart button without scrolling.

The problem

The product page doesn't tell shoppers when their order will arrive. There is no delivery date or lead-time estimate.

Why it matters

Buyers often decide between two stores based on delivery timing, especially for gifts and urgent purchases. Uncertain timing pushes them to competitors who are clear.

The problem

The main content of the product page takes longer than 2.5 seconds to appear ("Largest Contentful Paint" is slow).

Why it matters

Every extra second of load time drops conversion by ~7% (Google, 2024). 2.5s is Google's threshold for a good experience. Above 4s is considered poor and hurts search rankings too.

The problem

The cart has no shipping estimator; shoppers can't preview shipping costs without starting checkout.

Why it matters

Unknown shipping costs are the single biggest cause of cart abandonment. An estimator answers the question before it becomes a reason to leave.

The problem

The cart doesn't offer any express wallet button (Apple Pay, Google Pay, Shop Pay, PayPal Express).

Why it matters

Express wallets skip 60-80% of the checkout form. Shop Pay alone lifts checkout completion by ~1.7x. On mobile especially, one tap vs six form fields is the biggest single conversion lever left in ecommerce.

What to do

Add branded express checkout buttons (e.g. Apple Pay and PayPal) either above or below the black 'CHECKOUT+ $60.97' button, similar to how Shopify carts typically place them between the subtotal and the standard checkout CTA, so mobile Safari/PayPal users can skip manual form entry.

The problem

The checkout has more than 8 form fields. Industry-best checkouts collect 6-8 fields; industry-average is 11.3.

Why it matters

Every extra field drops conversion by roughly 2%. Fields cost you money in a direct, measurable way. A checkout with 13 fields loses ~10% of buyers compared to one with 8.

The problem

The checkout has no address autocomplete (Google Places, Loqate, SmartyStreets, or similar). Shoppers type every line of their address manually.

Why it matters

Address autocomplete cuts address-entry time roughly in half on mobile and drops delivery-failure rates from typos. It also feels premium, buyers notice.

The problem

The checkout page does not show when the order will arrive. Buyers commit to buying without knowing the delivery date.

Why it matters

Delivery timing is often the deciding factor between two stores. If your competitor tells the buyer "arrives Tuesday" and you say nothing, you lose. Especially for gifts.

The problem

The structured product data that AI shopping agents read (ChatGPT, Google, Copilot) is incomplete on this page. Some or all of these are missing: product ID (GTIN), brand, review data, availability, shipping details.

Why it matters

AI-referred traffic converts 42% higher than regular traffic (Adobe, 2026). But agents only recommend stores whose product data they can read. Incomplete data means invisible to AI shoppers.

The problem

The checkout has no signals declaring it can be driven by AI agents. No ACP or UCP meta tags, no /.well-known/agentic-commerce endpoint, no Stripe ACP integration.

Why it matters

OpenAI's Agentic Commerce Protocol (ACP) and Google's Universal Commerce Protocol (UCP) are the emerging standards for agent-driven checkout. Stores that declare readiness get preferential routing from ChatGPT and Google AI. This is 2026's biggest new distribution channel.

The problem

There's no returns or exchange policy communicated on the product page itself. Shoppers have to hunt the footer or FAQ to find it.

Why it matters

"What if I don't like it?" is the last question in every purchase. If the answer isn't obvious, hesitation kills conversion, especially for higher-price items and apparel.

What to do

Next to the 'Free shipping & returns info' link under the price/quantity selector, add a short inline statement like 'Free 30-day returns' in bold text so customers see the policy without clicking, then keep the expandable link for full details.

The problem

An aggressive popup (newsletter, discount, chat prompt) covers this product page shortly after it loads. Cookie banners don't count; this is the newsletter-style overlay.

Why it matters

Popups on first visit interrupt intent. First-time shoppers are still evaluating; a modal that blocks the price or ATC is a fast way to lose them.

What to do

Shrink the 'GET 15% OFF' tab into a smaller floating icon or move it to a less central corner (e.g. far bottom-right) so it doesn't risk overlapping the product thumbnails on smaller viewports, and ensure the 'x' close button remains easily tappable.

The problem

Clicking the product image doesn't open a zoom view. Shoppers can't inspect details, fabric, or quality up close.

Why it matters

Zoom is how online shoppers replace touching the product. Baymard finds inadequate image inspection among the top reasons for product-page abandonment.

The problem

The product description is one big block of text with no headings, bullet points, or sections. Shoppers can't scan it.

Why it matters

Nobody reads walls of text online. If the description isn't scannable, the buyer misses the key features and either bounces or buys the wrong thing and returns it.

What to do

Break the paragraph under 'Description' into a bulleted list or short labeled sections (e.g. 'Long-Wear Formula', 'Shade Range', 'Sustainability', 'Safety Testing') similar to how the checkmark row below ('Safe For Sensitive Eyes + Waterline', 'Ophthalmologist-Tested', 'Dermatologist-Tested') already structures key claims.

The problem

Some interactive elements on the mobile page are smaller than 44x44 pixels. Fingers struggle to hit them accurately.

Why it matters

44x44 pixels is the minimum touch target Apple and the WCAG 2.2 guidelines recommend. Below that, mis-taps happen: buyers hit the wrong swatch, wrong quantity, wrong link, and abandon in frustration.

The problem

The cart does not show a delivery estimate for each item. Buyers cannot see when their order will arrive.

Why it matters

Delivery timing is the second-biggest factor after price, especially for gifts and urgent purchases. Uncertain arrival dates push buyers to competitors who are clear.

The problem

The cart only offers a "Remove" action. There is no "Save for later" or "Move to wishlist" option to hold the item without buying today.

Why it matters

A shopper who is not ready to buy today but likes an item will either remove it (and forget) or leave the tab open (and forget). Either way you lose the sale. A save-for-later button captures that intent.

The problem

The cart doesn't mention or link the returns policy. Shoppers who care about returns have to hunt in the footer or checkout.

Why it matters

Returns confidence is a last-mile confidence signal. A quick "Free 30-day returns" line on the cart removes the last reason to bail.

What to do

Add a short returns/refund reassurance line (e.g. 'Free 30-day returns') directly under the 'HAVE A PROMO CODE?' section or near the order summary totals ($58.00 area) so shoppers see it before clicking the black 'CHECKOUT+ $60.97' button, since currently the only return-related link ('START A RETURN') is buried in the footer far below.

The problem

The store logo in the checkout header links straight back to the homepage.

Why it matters

A stray click on the logo dumps the buyer out of checkout, and on some stores it also loses the form data. Small leak, easy fix.

The problem

The checkout uses separate First Name and Last Name fields instead of a single Full Name field.

Why it matters

Two fields cost two taps and two keyboard focuses on mobile. Baymard research shows a single Full Name field measurably lifts checkout completion, especially on phones.

The problem

Some input fields use `type="text"` when they should use `type="email"`, `type="tel"`, or `inputmode="numeric"`. Mobile keyboards do not adapt.

Why it matters

The wrong keyboard is a small papercut on every entry. Type an email on a phone with a QWERTY (no @ key) or a phone number without the number pad, and completion drops.

The problem

Personal-info fields are missing correct `autocomplete` attributes, or one is set to `autocomplete="off"`. Password managers and browser autofill do not work smoothly.

Why it matters

WCAG 2.2 requires autocomplete on personal-info fields for accessibility. Beyond compliance, correct autocomplete makes checkout a 2-tap experience for returning buyers, huge for mobile conversion.

The problem

The checkout does not offer a "Same as shipping" checkbox for the billing address, with the box checked by default. Buyers have to type their address twice. (This rule only applies to physical-product stores.)

Why it matters

For most orders, billing and shipping addresses are the same. Making the buyer re-enter their address is duplicate work and a common source of typos.

The problem

The checkout form uses placeholder-only labels: the field's purpose is shown as grey text inside the input, and disappears the moment the buyer starts typing.

Why it matters

Placeholder-only labels violate WCAG accessibility, but they also just cost sales. A buyer who types a wrong value, then forgets what the field was for, has to erase everything to see the label again. Frustration compounds.

What to do

Add small persistent labels (e.g. 'First name', 'Last name', 'Address', 'City', 'ZIP code') above each input field in the same muted brown style used for 'Country/Region' and 'State', so the label stays visible after the user starts typing instead of disappearing like the current placeholder-only text.

The problem

The payment step doesn't show any trust or security signals near the payment fields (padlock icon, "Secure checkout", PCI badge, Verified by Visa).

Why it matters

Buyers are at their most anxious when typing card numbers. A visible security signal near the field removes that anxiety and lifts conversion.

What to do

Add a small lock icon with 'Secure checkout' text directly beside or below the Shop Pay/Google Pay buttons (around y=0.19-0.25) so shoppers see trust cues before entering email and address details, since no such badge currently exists on this page.

The problem

There's no visible way to reach help from the checkout page: no phone number, no chat widget, no "Need help?" link.

Why it matters

When something goes wrong mid-checkout (a declined card, a missing address field), a visible help option is the difference between recovery and abandonment.

What to do

Add a persistent 'Need help?' link or live chat bubble in the top header near the ILIA logo (or bottom-right corner of the viewport), since currently only 'Sign in' appears near the Contact section and the footer only has Refund/Privacy/Terms/Cancellations links with no way to reach support.

The problem

The card-payment form is missing the `autocomplete` attributes mobile browsers need to autofill saved cards.

Why it matters

iOS and Android can autofill a saved card in one tap when the fields are labeled correctly. Without it, the buyer types 16 digits, expiry, and CVV manually, and many abandon.

The problem

The checkout does not declare support for delegated-payment (ACP tokenization). Agents cannot pass a tokenized payment method on the buyer's behalf.

Why it matters

Delegated-payment is the piece that actually lets agents complete a purchase without asking the buyer to type their card. Stripe and PayPal both support this via their ACP modes. Without it, agents can prep the order but hand it back to the buyer to finalize.

The problem

The quantity selector on this product page is either missing on mobile, or too small to tap comfortably.

Why it matters

Fat-finger errors turn quick purchases into frustrating ones. Apple's tap-target guideline is 44px minimum; anything smaller mistaps often on real thumbs.

What to do

Add a quantity stepper (- 1 +) directly to the left of the black 'ADD TO BAG - $26' button, using at least 44px tall tap targets consistent with ILIA's black/white button styling; currently the button spans full width leaving no room for quantity control.

The problem

Cart line items do not include machine-readable product identifiers (SKU, GTIN, product_id). Agents see only display names.

Why it matters

Without a stable identifier per line, agents cannot cross-check items against a catalog, apply price rules, or reconcile the order. Display names change with translation and localization, they are not safe identifiers.