[MUSIC PLAYING] As we discussed in the course introduction, your theme is not just a template. Your theme is a tool that you can use to structure your customers' experience throughout your store. Make the most of this tool by updating your homepage with different products and collections just like a brick and mortar store might update their window display to call attention to new arrivals or sales campaigns. Now that you've learned how to use your theme to curate the customer journey from start to checkout, it's time to think about how you can optimize that journey.
Review your Shopify analytics to see if your customer shopping preferences and behaviors remain the same or changed over time. Be sure to leverage more analytics like page speed tests as well. Continue testing the customer journey yourself and with colleagues and friends. Adding the human element of testing is the best way to put yourself in your customers' shoes. In addition to the seasonal changes you'll make to your theme, you'll want to stay up to date on changes that are made by your theme developer.
E-commerce is constantly evolving and theme developers will regularly release new versions of your theme. This is good news for you because it means that whether you've got your theme today or years ago, you can update it to take advantage of new features as they become available. The theme updater app enables you to upgrade your out of the sandbox or Pixel Union theme without losing any of your configured theme settings.
Your business will grow and change and your theme should change with it. There will always be small adjustments to test and tweak, and large product or copy modifications which you can use as an opportunity to celebrate and drive people to your shop. Review the merchandising calendar you created in module 2 and take note of when you will need to make changes to your theme to highlight promotions, new product releases, and anything else your business may want to celebrate.
You can use these changes as marketing events to connect with your existing customers and engage new ones.