Monitoring After Launch
Congratulations! Your beautiful new Shopify store is live and your migration has been a success. So is that it? Well, not quite. It’s key that you monitor certain metrics in the weeks and months following launch to identify and resolve any issues. Here’s a few pointers on what we recommend checking, and for for how long, after launch:
First 24 hours
The first day after launch should focus on validating core ecommerce functionality and ensuring the customer journey is working as expected.
Orders
Monitor incoming orders closely to confirm they are being processed correctly. Check that orders are appearing in Shopify, notifications are being sent, taxes are calculated correctly, and fulfilment workflows are operating as intended. We recommend placing several test orders immediately after launch to verify different payment methods, shipping options, and customer scenarios.
Payments
Monitor for failed transactions, unusual declines, or discrepancies between Shopify and your payment provider's reporting.
Inventory
Review stock levels regularly during the first 24 hours to ensure inventory is updating correctly following purchases. This is particularly important if inventory is synchronised with external systems such as ERPs, warehouses, marketplaces, or point-of-sale platforms.
Emails
Verify all communications are being sent correctly, including order confirmations, shipping notifications, password reset emails, contact form submissions, subscription confirmations and marketing automation triggers.
First 30 days
Once the store has successfully launched, attention should shift towards analysing performance data and identifying any emerging trends.
SEO fluctuations
Some degree of ranking movement is normal following a platform migration so don’t panic if this happens. Search engines need time to crawl new URLs, process redirects, and re-evaluate site structure. Keep an eye on organic traffic, keyword rankings, indexed pages, crawl errors, and Search Console.
Conversion trends
Compare performance against pre-migration benchmarks to understand how the new platform is performing. Monitor conversion rate, revenue, average order value, checkout completion rate, cart abandonment rate and conversions on mobile.
Customer feedback
Customers often identify usability issues before analytics tools do. Collect feedback through customer service teams, surveys, reviews, and onsite tools.
Support tickets
Analyse customer support enquiries generated after launch. A spike in tickets related to specific journeys or features can highlight areas requiring attention.
First 90 days
After the initial stabilisation period, focus should shift towards optimisation and continuous improvement.
CRO optimisation
The migration provides a strong foundation, but conversion rate optimisation should be an ongoing process rather than a one-off project. Use behavioural data, heatmaps, analytics, and customer feedback to identify opportunities to improve performance.
App rationalisation
As new requirements emerge, there can be a temptation to continually add apps and integrations. Over time, this can increase complexity, costs, and performance overhead. Review your app stack regularly and remove any that are not adding value to your business.
Feature roadmap
Many businesses treat migration as the finish line, when in reality it should be viewed as the beginning of a new phase of growth. The first 90 days provide valuable insight into customer behaviour, operational efficiency, and platform capabilities. Use these learnings to build a prioritised roadmap of future improvements.
