Once the initial development has finished for a fully functioning ecommerce website, there are still many things to do to keep the site maintained and operating smoothly. For those of us that are not website experts, much of the maintenance side of things can go over people’s heads. Fortunately we have provided a list of easy do-it-yourself tips that should not only help with general upkeep and maintenance, but also help with increasing conversion rates and your marketing efforts.

Consider Google Tags Manager For Your Website

The likelihood is that you will most likely want to include some key website tags on your site for analytics, conversion tracking, advertising, etc. However, putting all this code into your site can be a tricky and time consuming process. Fortunately, Google Tag Manager is a free tool that makes it really simple for marketers to add and update website tags. It works by you creating an account for your business, taking the code snippet from Google Tags Manager and adding it below the body tag. Once it has been placed on the pages you want, you can add any marketing or analytics tags you want through Google Tag Manager, without having to do all the hard coding yourself. You can also choose when you want the tags to start firing, such as on the ‘Thank you” web page. With all your marketing and analytics tags in once place, it becomes a lot easier to manage and keep track of. Take a look at this short video on how it works.

Understand Your Customer Relationship And Make Changes Accordingly

As a tip for marketing, it is important to monitor the established relationship you have with each of your customers. An easy way to do this is through net promoter scores (NPS) surveys. This is done by sending your customers an email asking how likely they are to recommend your company/product/service and provide a scale from 1 to 10 with an optional comment. This can give you some valuable insight into those that will likely promote your company and help your business with things such as reviews, testimonials, promotions, etc. You can also gain insight from those that are not satisfied with your company so you can make changes accordingly. For more information on Net Promoter Scores, take a look at this web page. With regards to your website, you may want to connect your Shopify store with AskNicely NPS, or equivalent, if you’d like to make the most of NPS.

Use Google Search Console To Keep Track Of Web Pages

Google Search Console gives you an idea on how Google sees your website. It can give you a number of insights such as what pages google has indexed, your search engine placement, who has linked to your site, and more. It will also allow you to monitor broken links and 404 errors on your website, which, if not dealt with, can be bad for your search engine optimizations (SEO) and user experience. With broken links, you have the option of either permanently removing the link, create pages for the missing links, or setting up 301 permanent redirects. You can read our recent article on how to deal with brokens links that you may uncover on your website.

Do A/B Testing

A/B testing, or split testing, is comparing two versions of a web page to see which one performs better. This can be done by creating two variants of a web page and presenting it to two similar groups. The page that performs better is the winner! This type of testing can be really useful to your marketing efforts, as it will allow you to understand what works and what changes can be made to your future web pages. There are a number of plugins you can use for A/B testing. One popular plugin is Nelio A/B testing, which comes with an extremely useful ‘heatmap’ so you can get a great understanding of visitors behaviour on a webpage. Be sure to read up more about this plugin for more information.

Remember that maintaining and making the most out of an ecommerce website can be tricky, but by having full insight into your website’s performance and what changes are needed is the key to your online business success!