We found 31 issues in Wpswings's product page, a modelled 11.2–37.1% of conversions.

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

Guest checkout is missing or buried; the checkout pushes shoppers to sign in or register first.

Why it matters

Forced account creation is the #2 reason for checkout abandonment in Baymard's research, right after surprise costs.

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 bright orange 'Add to Cart' button (matching the WP Swings orange accent color used on the search icon and coupon code box) directly below the price/version info near 'Version: 2.0.0', so shoppers can purchase without scrolling past the description.

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

Replace the plain text link 'Be the first to leave a review.' near the top-left with a visible star icon set (even if empty/greyed) plus a '(0 reviews)' count, so shoppers immediately see a rating placeholder consistent with the trust badges shown lower on the page (Buyer Protection, 1 Year Free Support).

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 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 wallet buttons (PayPal, Apple Pay, Google Pay) directly above or below the dark 'Proceed to checkout' button in the Cart totals box, similar to how WooCommerce/Stripe payment plugins render them, so customers can skip manual checkout form entry.

The problem

The checkout asks shoppers to create a password / an account before the order is placed.

Why it matters

Account creation mid-checkout adds friction at the worst moment. The order matters more than the account.

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 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

Cart items can't be edited in place: quantity changes or removals are missing or require leaving the cart.

Why it matters

Shoppers adjust quantities at the last moment. If editing is hard, they either abandon or check out with the wrong items and return them later.

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

Move or dismiss the chat widget so it doesn't overlap 'Proceed to checkout', and differentiate the checkout button with a bright accent color (e.g. the orange used for pricing) instead of the same dark navy as the 'Apply coupon' button so it stands out as the primary action.

The problem

Error messages are generic ('Invalid', 'Error') instead of telling the buyer exactly what to fix.

Why it matters

A buyer who doesn't understand the error can't fix it. Specific messages ('Enter a valid postcode, e.g. 11937') turn dead-ends into quick corrections.

The problem

On this long product page, the Add-to-Cart button disappears once the shopper scrolls down. There is no sticky bar that keeps it reachable.

Why it matters

Shoppers scroll deep into reviews and details, decide to buy, and then have to scroll all the way back up. Every extra scroll is a chance to get distracted and leave.

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

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

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 simple step tracker above the 'Checkout' heading, e.g. 'Cart → Information → Payment' with the current step (Information) highlighted in the orange/brown brand color used for 'WPSGRAB10', so shoppers know they're mid-process and what's left.

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 header still shows the full site navigation (Shop, Categories, Sale, About) instead of a minimal checkout-only header.

Why it matters

Every extra link in the checkout header is a potential exit. A minimal header keeps the shopper focused on completing the purchase.

What to do

Remove the top promo bar ('Exclusive Sale! Grab Flat 10% OFF...') and the full nav menu (WooCommerce Plugins, CRM Integrations, Services, Resources, Help) from the checkout template; keep only the WP Swings logo, optionally a small 'Step 2 of 3' progress indicator, and a help/contact icon to reduce exit points during payment.

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

The phone number field is required with no explanation why. Buyers who value their privacy hesitate or abandon.

Why it matters

"Why does a t-shirt store need my phone number?" is a real objection. Without a rationale, some shoppers will not give it and will leave.

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 padlock icon with 'Secure SSL Checkout' text directly above the Credit/Debit Card radio button, or place PCI/Visa/Mastercard trust badges right next to the 'Card number' field to reassure users at the point of payment entry.

The problem

On mobile, the order total is only visible after scrolling past the entire form. There's no sticky summary bar or one-tap toggle at the top.

Why it matters

Shoppers reference the total constantly, especially as taxes and shipping change. Making them scroll to check breaks flow and increases second-guessing.

What to do

Add a sticky mini-cart bar pinned under the header (near the search/menu icons at top) showing 'Total: $49.00' with a 'View order' expandable toggle, so shoppers filling the First name/Email fields can see the price without scrolling past the entire Billing details and Additional information sections.

The problem

The checkout uses a CAPTCHA (reCAPTCHA, hCaptcha, Cloudflare Turnstile) with no agent-bypass path. Automated agents cannot complete checkout.

Why it matters

CAPTCHAs are designed to block bots, but they also block legitimate AI shopping agents that buyers explicitly delegate to. Without an agent-token bypass, you cannot participate in agentic commerce even if you want to.

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 password field on account creation has no show/hide toggle. Buyers cannot verify what they typed.

Why it matters

Typos in a hidden password field are the number-one cause of account-creation failures on mobile. A show/hide toggle is a 10-minute fix that lifts completion measurably.

The problem

Typing a card number doesn't show which card brand was recognized (Visa/Mastercard/Amex icon).

Why it matters

The brand icon lighting up is a small trust signal that the form understood the number. Its absence makes buyers double-check their typing.

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.

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.