I was chatting with another business owner this week. They were worried about the current situation and how to get through it.
They had a plan for a major improvement but it was clear that hope played a big factor in their plan.
They were planning (hoping) their business would be as productive as it had been in the past...
But it won't.
There is a huge risk their investment of time and money into that major improvement wouldn't succeed. Most likely they'd run out of energy and time halfway through and have to abandon it (and maybe downsize the business too).
Instead I recommended focusing on a different improvement that I knew they could finish.
This alternative wouldn't be as valuable but it was more of a sure-bet and most importantly of all, they couldn't fail.
During any downturn you should be stacking up as many sure-bets as you can, especially if there's little risk of failure or loss of resources.
That way you can keep improving, even if it's only little-by-little.
I have a few that I'll be writing up soon that I see perform well time and time again (hell, I know I need to make a few in my own business).
One sure-bet is getting your store setup for Rich Results.
This SEO feature is awarded by Google and makes their algorithm work more effectively.
It can also lead to more organic traffic and better converting traffic.
You can audit, code, and test your store's structured data by hand (hoping you didn't break a Google rule) or install JSON-LD for SEO and have the structured data you need for several types of Rich Results in a matter of minutes.
It's already helped a few thousand Shopify stores with their structured data and it could help you too.
Eric Davis