We found 37 issues in Ooni's checkout, a modelled 15.9–49.2% 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 cart does not show a full cost breakdown. Some of subtotal, shipping, tax, or total is missing before checkout.

Why it matters

Baymard research: 48% of shoppers abandon at checkout because of surprise costs. If the cart hides shipping or tax until the final step, you are training buyers to bail.

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

Add a sticky 'Add to Cart' button (using the same yellow/orange accent as the 'Save 20%' and chat bubble) fixed to the bottom of the viewport so it remains visible without scrolling past the product title area.

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

Add a short trust line like 'Free 30-day returns' or 'Easy exchanges within 60 days' directly under the yellow 'Add to cart' button in the right-hand product panel, styled similarly to the star rating text so it's visible without scrolling to the footer.

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 does not clearly show tax, either as an amount or as a note that tax will be calculated at checkout.

Why it matters

Buyers in the US and Canada expect a tax line before they commit. Silence at the cart step means a jump in the total at checkout, and that jump is what makes them abandon.

The problem

The primary checkout button doesn't visually dominate the cart page. It competes for attention with promo-apply, save-for-later, or continue-shopping controls.

Why it matters

Cart is a decision moment. If the buyer's eye doesn't land on "Checkout" instantly, they scroll around, get distracted by promo hunting, and leave. Making the checkout CTA the biggest, brightest thing on the page measurably lifts completion.

What to do

Make the 'Checkout' button visually distinct as the single primary CTA by giving it a bright accent color (e.g. the yellow used elsewhere in the header) and increasing its size, while restyling 'shop', PayPal, and Google Pay as smaller, secondary/alternative payment options below a clear divider or label like 'Or pay with'.

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

The product page shows no star rating or review summary above the fold. Shoppers have to scroll to find social proof.

Why it matters

Ratings are the fastest trust signal on a product page. A shopper who lands and doesn't see any social proof in the first view assumes it's a low-quality product or a new store.

What to do

Since the star icons next to '0 Reviews' are empty/unfilled and provide no real trust signal, replace this area with a prompt like 'Be the first to review' linking to the Reviews tab, or highlight a review count once available so shoppers aren't shown an empty rating widget.

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

The yellow chat bubble icon in the bottom-right corner is fine as-is since it doesn't obstruct content, but consider adding a small close (X) affordance or collapsing it to a smaller icon after a few seconds so it doesn't distract from the 'Add to cart' button directly above it in the viewport.

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

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 gallery only shows the product isolated on a white background. No lifestyle, in-use, or scale reference images.

Why it matters

White-background photos are neutral but not persuasive. Lifestyle images (worn, used, in a real setting) lift conversion 30-50% and cut returns because buyers understand the product better.

What to do

Add at least one lifestyle photo showing the Ooni Halo Core Spiral Dough Mixer in use on a kitchen counter with dough or a hand kneading, and swap one of the flat accessory shots (like the pizza peel or dough trays) for an in-context kitchen scene to give scale and real-world appeal.

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

A discount has been applied but there is no explicit line showing the discount amount and label. The saving happens silently.

Why it matters

Buyers who applied a code want to see it working. A silent adjustment feels like the code did not work, and they may re-apply, try a different code, or abandon in frustration.

The problem

Express wallet buttons (Apple Pay, Google Pay, Shop Pay, PayPal) are competing with the main Checkout button for the shopper's eye.

Why it matters

When every button looks equally important, the shopper hesitates. A clear primary CTA carries momentum through the cart into checkout.

What to do

Make the black 'Checkout' button visually distinct (e.g. increase its height/width slightly or add the orange accent color used elsewhere on the page) and add a small 'or pay with' divider label above the purple shop/PayPal/Google Pay stack to demote them to secondary options.

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 checkout doesn't show which step the buyer is on or how many steps remain. It feels like an infinite form.

Why it matters

Not knowing how long a task will take is one of the strongest predictors of abandonment. A visible "Step 2 of 3" gives buyers the confidence to push through the next 30 seconds of typing.

What to do

Add a horizontal step tracker above the 'Contact' header (e.g. 'Information → Shipping → Payment') with the current step bolded/highlighted in Ooni's black brand color, similar to Shopify's default checkout breadcrumb, so users know how many steps remain before payment.

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.

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 above or beside the Contact/Email section (near y=0.29-0.37) matching the black Ooni brand style, similar to how the express checkout buttons are styled, so users see reassurance before entering personal and payment info.

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 chat bubble in the top header bar near the Ooni logo/cart icon, or place a 'Contact us' link with support email/phone directly above the 'Pay now' button so struggling shoppers can get assistance without leaving checkout.

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 above or beside the yellow 'Add to cart' button, using buttons at least 44x44px, matching the dark/yellow color scheme already used on the page.

The problem

When an error message appears, the form visibly jumps, moving fields under the buyer's cursor or thumb.

Why it matters

Layout jumps cause mis-clicks and lose the buyer's place in the form. On mobile they routinely cause wrong-field input.