Why is my online store not converting?
Usually one or two specific leaks, not a general malaise: slow pages, surprise shipping at checkout, weak product pages, or traffic that was never going to buy. Diagnosis is measurement, not opinion: the funnel tells you exactly where buyers give up.
The longer answer
In practice.
Read the funnel before touching anything
Product view to cart, cart to checkout, checkout to paid. A cliff at cart is
price or shipping shock; at checkout, friction or trust; weak product-to-cart is
the page or the traffic. Ten minutes of analytics beats a redesign brief.
The leaks I find most
Slow mobile pages (most of your buyers), shipping costs revealed last,
account-creation walls, thin product photography, and no reviews anywhere. Each
is fixable in days, and each fix is measurable the same week.
The uncomfortable one
Sometimes conversion is fine and the traffic is wrong: visitors from posts
that were never buyers. That is a marketing-truth conversation, and having it
honestly, per e-commerce, saves months of polishing
the wrong thing.
Same rabbit hole