Shop Relaunch Checklist: 50+ Points for a Successful Launch
A shop relaunch is a critical project. Done wrong, SEO rankings, customer data, and revenue can be lost. Done right, it offers the chance for a fresh start with better performance, UX, and conversion. This checklist guides you safely through the process.
Phase 1: Planning (8-12 Weeks Before Go-Live)
Strategic Decisions
- ☐Define relaunch goals (performance, UX, features, international...)
- ☐Platform decision: Stay, migrate, or rebuild?
- ☐Plan budget and timeline realistically
- ☐Define project team and responsibilities
- ☐Choose go-live date (not during peak season!)
Inventory
- ☐Capture all URLs of current shop (Screaming Frog crawl)
- ☐Identify top-performing pages (traffic, revenue, rankings)
- ☐Analyze backlink profile (which URLs have backlinks?)
- ☐Document current conversion data as baseline
- ☐Collect customer feedback and known pain points
Phase 2: Development (4-8 Weeks Before Go-Live)
SEO Migration
- ☐Create redirect mapping: Every old URL → new URL
- ☐Implement 301 redirects (not 302!)
- ☐Set canonical tags correctly on all pages
- ☐Hreflang tags for international shops
- ☐Prepare XML sitemap for new shop
- ☐Check robots.txt (no important pages blocked)
- ☐Meta tags (title, description) for all important pages
Critical: SEO Migration
SEO migration is the most common mistake in relaunches. A complete redirect mapping of ALL URLs is essential. Missing redirects = lost rankings.
Data Migration
- ☐Transfer product data completely (incl. variants, images, SEO data)
- ☐Migrate customer data (observe GDPR!)
- ☐Transfer order history
- ☐Set up categories and structure
- ☐Transfer content pages (CMS)
Functional Tests
- ☐Complete checkout process (all payment methods)
- ☐Test registration and login
- ☐Check cart functions
- ☐Test email notifications
- ☐Mobile responsiveness on various devices
Phase 3: Pre-Launch (1-2 Weeks Before Go-Live)
Technical Check
- ☐Measure and optimize Core Web Vitals
- ☐SSL certificate correctly configured
- ☐CDN set up
- ☐Caching configured
- ☐404 page set up
- ☐Backup strategy defined
Integrations & Tracking
- ☐Google Analytics 4 set up
- ☐Google Search Console prepared
- ☐E-commerce tracking configured
- ☐Facebook Pixel / Conversion API
- ☐Payment provider in live mode
- ☐Email marketing integration
Legal
- ☐Terms and conditions updated
- ☐Privacy policy adapted
- ☐Imprint complete
- ☐Cookie banner GDPR compliant
- ☐Cancellation policy current
Phase 4: Go-Live
Go-Live Checklist
- ☐Switch DNS
- ☐SSL active and functional
- ☐Redirects live and working
- ☐Submit new sitemap to Search Console
- ☐Place test order
- ☐Activate monitoring (uptime, errors)
Phase 5: Post-Launch (1-4 Weeks)
Monitoring
- ☐Check crawl errors in Search Console daily
- ☐Monitor ranking development
- ☐Compare conversion rate (before/after)
- ☐Identify and fix 404 errors
- ☐Collect and evaluate customer feedback
Shop Relaunch Planned?
We guide you through the entire relaunch process – from planning through SEO migration to post-go-live optimization.
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Martin Ogris
•Founder & CEOMartin Ogris is the founder of clickpuls and has been working in e-commerce for over 15 years. Together with his team, he helps companies optimize their online presence, automate processes, and achieve sustainable growth. His expertise includes shop systems like Shopify and WooCommerce, strategic consulting, and the integration of modern AI tools.