Pay Attention to the Checkout Page

Consider how much effort and money you put into your Shopify store trying to make it look flawless and convert well. 

You go over the home page, collection pages and product pages to ensure nothing is out of place that would discourage a potential customer to make a purchase. But then the checkout page looks very bland, doesn't have a logo, the colour of the button and textbox doesn't match the brand colours, making it look untrustworthy and not "legit".