Start with a clear owner
Assign one person to the launch decision and name an owner for storefront, data, fulfilment and marketing. Agree on what blocks a launch and what can wait.
- Write down the launch window and rollback decision.
- Keep a list of the current URLs and where each important page will live.
- Confirm who can access the domain, payments and shipping settings.
Walk the customer journey
Test on a real phone as well as a desktop. Use more than one product type and more than one payment and shipping scenario.
- Check search, filters, variants and out-of-stock behavior.
- Place a permitted test order, then verify confirmation, fulfilment and refund steps.
- Check promotion rules, taxes, delivery messaging and policy links.
Connect the measurements
A launch without a baseline makes it difficult to tell what changed. Record the metrics and settings that matter before you move.
- Record traffic, conversion rate, order value and device split.
- Verify consent behavior and test the events you actually use.
- Check email links, signup flows and redirects from important old URLs.
Plan the first 48 hours
Keep the release small enough to observe. Have the team ready to act on a specific issue rather than changing everything at once.
- Review checkout failures, customer messages and fulfilment exceptions.
- Recheck the most visited pages and high-value journeys.
- Record each change so you can trace a problem back to its cause.