The best way to grow your business is to understand what people came to your website for and figure out the smoothest way(s) to help them get it. This was true a month ago, and it’s still very true today.
What’s different today is that you can’t really take too long to collect data, formulate hypotheses, or test different ideas to find the optimum solutions to implement. Your customers need a clear and functioning website, and they need it now:
- People are, in general, way more scared and stressed than before → they will likely respond with far less patience than usual if your website adds confusion and/or frustration to their life
- Daily routines, including shopping, are disrupted → traffic to your site might be coming from different browsers and devices than the ones you have optimized for (for example, customers may start shopping from desktop rather than mobile now they’re in lockdown)
- People who haven’t shopped online before might be visiting your website for the first time → as physical shops close, non-digital shoppers may be forced to go online out of necessity and may need more signposting and clarity compared to previous, more ‘competent’ customers (personal sidenote: in Italy, where I’m from, turns out 75% of people who shopped online this March had never done it before)
In other words: if you research too long, your research will be outdated by the time you change your website. If you see that something is broken, fix it; if a customer tells you something is not clear, clarify it. This is the time to do more with less: observe behavior, make quick changes, and send them live asap.