The amount of effort you put into launching your new site was likely as exciting as it was stressful. The pressure to remember all key functionality plus all exceptions across your brands’ workflow is a daunting task for anyone.
Now that your site is live you are maybe noticing some things that were missed or tabled for post-launch review. You are hopefully using the Agile approach allowing you to gain valuable feedback from what your customers are asking for/struggling with to help you prioritize what is next.
One key thing to keep an eye post launch on is your analytics. Ensure you have benchmarks set up so you can monitor your KPI’s and adjust as needed. Maybe your Google Analytics is telling you a story that you can’t ignore that indicates adjustments to your UX/UI or that additional context for products and services you are providing is needed. Closely monitoring 404 and 301 errors will also help offset any SEO hit and ensure pages and links are working as expected.
The good news is that Shopify makes it easy to be nimble and adjust your approach based on what is happening in the economy. For example, COVID-19 turned what we thought we knew about how our customers shopped on its head. Prior strategies were tabled, and new ones were added to address the unexpected struggles so many of us encountered during this unprecedented time. Brands were needing to add additional messaging regarding shipping delays or inventory struggles. Maybe Live Chat was something you were considering down the road but with customers unable to go into stores your customer service was becoming overwhelmed and a new method of communicating was warranted. The Shopify app store has an app for just about anything you can imagine, and you can get that feature with just a click of a button. If you need design tweaks to align with your brand, no worries, SD can handle it!
What if you are considering a new feature but aren’t sure if it’s worth the investment? One of the prime opportunities I see our clients utilizing to gauge their customers wants/needs is A/B testing. There are plenty of apps available, both simple and complex, to determine if a new feature will likely provide the ROI you are needing. For example – it’s amazing to me how the color of a button can have such an impact on conversion rates. Setting up a quick A/B test to validate the winner for your target audience is a simple test and can have significant impact on your conversion. Simply stated – investing in conversion rate optimization (CRO) and A/B testing pays off. A few vendors we have worked with are Google Optimize, AB Tasty, and VWO.
Another highly valuable exercise is investing the time to do a digital marketing audit. This will translate the data you are seeing into actionable tasks to course correct as needed. The audit itself is a small effort but the impact to bringing awareness to your customers’ struggles sooner than later is priceless. Being actively aware of how customers are using your site can also help provide some insight and of course, there is an app for that! Watching videos of customers navigating your site and seeing where they are struggling can also provide guidance on what you need to tweak to allow for a better user experience as well. A tool we have found helpful for doing this is Inspectlet. It’s user friendly and inexpensive but extremely valuable when trying to troubleshoot issues or learn about customer site usage.
Now that you have all the core features to run your business, you need to consistently assess site performance. The ability to add apps is so easy on Shopify that we can sometimes go a bit crazy adding new functionality therefore it’s important to identify a baseline when adding a new app so you can quickly determine if it causes any significant performance slowdowns. Being aware of the page speed load times and best practices is key as it has a significant impact on your conversion, bounce rate, user experience and Google rankings. A free tool we use for our clients when reviewing performance is WebPageTest. This tool will analyze and rate your site on security, caching, first byte time etc. It’s a great starting point to help identify areas you need to focus on and does so by scanning your full site within minutes.
There are always ways of improving upon what we are doing and how we are doing it. Reviewing back-office tasks that are executed manually that may be possible via Shopify automation or an app is another area to consider. Less administrative work allows for more time to grow your business.
Ultimately, post-launch you want to take advantage of the feedback your customers provide and actively track and measure your KPI’s along the way. Not every action will produce the desired result. Not every action will work. As Lily Tomlin stated, “The road to success is always under construction”.