Let’s talk about E-Commerce Migration
The trick is to not become overwhelmed during launch. The dreaded “scope creep” can ruin launches, as well.
Merchants may feel that they’re nearing the end of their replatforming quest even when they’re not. Nothing could be further from the truth. The actual e-commerce migration begins a new journey toward fresh and relevant offerings for shoppers.
E-Commerce Merchants In Fear Of Migration
So while merchants may be certain they’ve mapped everything out, the implementation phase is not the time to relax. By contrast, as they familiarize themselves with their new vendors’ features and tools, platform migration can be a useful and rewarding time.
Start with maps
While by this stage, merchants should have thoroughly documented existing integrations and functions relating to the eCommerce platform.
Customer journey mapping
Merchants should consider how shoppers move through and among the brand’s sites now versus at the last replatforming, and how that might shape what features and functionality come to the fore.
With a complete picture of consumer behavior in mind, merchants can confidently plot which aspects of the new technology rollout should be accomplished at initial launch, and which can be phased in over time.
Building on the preliminary audit prior to vendor selection, merchants should now work out the specifics of integration implementations, and ensure that no aspect of a particular integration is left unexamined. A forgotten routine or abandoned ancillary feed can result in serious glitches post-launch.
Do some major cleaning
A new platform presents the opportunity to wipe clean the slate when it comes to the existing site, and merchants should take advantage of the reset to streamline and cull what’s outdated. Back-end maintenance and updates become easier; but cluttered servers and databases can result in poor Web site performance for shoppers.
Data feeds and reports.
Merchants should examine import and export routines to ensure none are obsolete and all are handled with utmost efficiency. Similarly, analytics tags and reporting should be refreshed and tested for accuracy. Now is the time for merchants to streamline the core code that drives the Web site.
Merchants should archive and remove from active circulation defunct content, and carefully curate the publicly-available historic record to ensure it reflects favorably on the brand.
Develop and test
While the resulting excitement (and project fatigue) may run high, it’s crucial to cap the transition to the new platform with rigorous testing.
Test from top to bottom. Merchants should devote a significant amount of time to testing.
Do it all over again.
While merchants hopefully won’t need to consider replatforming again any time in the soon, they should make it a point to have a plan for keeping the site fresh.