A successful E-commerce Website Redesign is a finance project as much as it is a design project. Every layout change, integration, and script decision should map to conversion rate, average order value, and payback period. Use this checklist to structure the work around measurable outcomes, not aesthetics.

Define Financial Success for an E-commerce Website Redesign

Clarify how the redesign needs to move the business, then set the numbers you will hold it to. Lock these definitions before you start any visual or technical work so decisions stay grounded in ROI.

Benchmarks to Inform Targets (Not to Chase Blindly)

Treat external benchmarks as context, not goals. Global ecommerce conversion rates are often reported in the 2% to 4% range, but industry and traffic source swing results widely. Personal care often outperforms home decor. Mobile usually lags desktop. The only meaningful comparison starts with your historical baseline and your vertical’s norms.

Use a short period of clean data to set device and channel splits. For example, you may see 65% of sessions on mobile, 30% on desktop, and 5% on tablet, with desktop driving a higher conversion rate than mobile. Confirm differences by region if you sell across Florida. Buyers in Miami, Dade may skew more mobile and bilingual than buyers in Collier or Alachua.

A quick rule: aim to beat your own baseline by a meaningful margin, not to hit a universal number. A 0.5 percentage point lift on already healthy volume can deliver more profit than chasing an arbitrary 3%.

If you need a frame of reference, the global average is often cited as 2% to 4%. Use that as background while you calibrate against your data.

Core KPIs and Targets

Tie the redesign to a concise KPI set you can track by device and channel:

Conversion rate by device and by top channels
Average order value and items per order
Customer lifetime value by cohort
Customer acquisition cost and payback period
Gross margin by category
Cart abandonment and checkout abandonment
Bounce rate and session depth
Repeat purchase rate and return rate
Core Web Vitals, especially LCP, INP, and CLS
Accessibility conformance, targeting WCAG 2.2 AA

Translate those into numeric targets. Example: lift mobile checkout completion by 15%, raise PDP to cart add rate by 20%, reduce cart abandonment below 60%, improve mobile LCP below 2.5 seconds, push repeat purchase rate from 21% to 25% on your top category, and reduce return-related costs by 10% through better fit guides.

Decision Gates

Protect your budget with gates that must be met before launch. Set non-negotiables like LCP under 2.5 seconds on mobile, INP under 200 ms on key flows, checkout completion up at least 15% in controlled tests, cart abandonment below 60%, and analytics parity verified across all conversion events. If a gate fails, fix before shipping.

Pre-Redesign Audit: Data, Research, and Baselines

Redesigning without clean data is guesswork. Secure your measurement foundation, then validate what customers actually need.

Tracking Integrity and Data Readiness

Audit GA4 enhanced ecommerce events, including product impressions, PDP views, add-to-cart, begin checkout, and purchase. Confirm server-side tracking where applicable. Validate consent and attribution to avoid channel bias. Check that all primary reports can be segmented by device, browser, and Florida’s key markets such as Miami, Dade, Broward, Orange, Hillsborough, and Duval. Run reconciliation checks for order counts and revenue across GA4, your platform, and your payment provider.

Document event names, parameters, and user properties so the data layer will survive template changes. If you use feeds into BI tools, verify schema and freshness. The audit should end with a signed-off tracking spec that developers can implement and QA.

Customer and UX Research Stack

Numbers tell you where drop-offs happen, but not why. Pair quant with qualitative inputs. Use on-site surveys with a few closed questions and one open-ended prompt to capture sentiment at key moments. Short exit-intent questions on PDPs and in checkout reveal objections you can address in design. Pair that with session replays and heatmaps on mobile templates to see real interactions. Combine both open and closed questions to get the trends and the reasons behind them. This mixed method gives clearer direction than conversion data alone, and is recommended in usability research on open and closed questions.

If you support both English and Spanish, run surveys in both languages, and tag responses by region. Mine reviews, support tickets, and on-site search logs for frequent pain points, sizing questions, and zero-result terms.

Baseline Scorecard

Freeze a complete scorecard before changes begin. Include funnel step drop-offs, PDP to cart rate, cart to checkout start, checkout step completion rates, site search usage and search conversion, top exit pages, and page speed by template. Store the report in a read-only state for later comparison. This baseline becomes your control.

To deepen the diagnostic approach and prioritize fixes that increase profit, review methods in a data-driven UX plan and apply the most relevant ones to your store.

Revenue Modeling and Prioritization: Where Redesign Dollars Return Most

With clean data in hand, evaluate how each redesign initiative might change revenue, margin, and payback period. Spend where impact is likely to be highest.

Unit Economics You Need

Clarify your AOV and margin by category, CLTV by cohort, CAC by channel, return and exchange costs, and typical payback period. Identify where profit is generated and where margin is thinnest. If BNPL fees reduce margin by 3% on certain SKUs, incorporate that into pricing and merchandising plans. If exchanges cut into profit due to shipping costs, invest in fit guidance and size finders on PDPs.

Impact Simulation

Build simple what-if scenarios to quantify upside. For example:

A 0.5 percentage point lift in overall conversion on 1,000,000 annual sessions adds 5,000 orders. At a 95 dollar AOV, that is 475,000 dollars in added revenue before returns.
Improving mobile LCP by one second can produce a material lift in conversion. Studies often cite that even small delays dent sales, with some reporting a 7% drop per additional second. Combine speed work with checkout improvements for compounding effects.
Increasing items per order by 0.2 through better cross-sells adds margin-rich revenue. If 40% margin holds, and you add 0.2 items at 25 dollars each across 50,000 orders, that is 250,000 dollars in top line and 100,000 dollars in gross profit.
Raising review coverage from 40% to 80% on top sellers can lift PDP conversion. Customers depend on social proof at the decision point. The share of buyers who check reviews is high, and conversion can jump significantly with credible volume and recency.

Translate each scenario into an annualized revenue impact, then calculate breakeven time against estimated implementation costs.

Prioritization Matrix

Score initiatives by impact, confidence, and effort. Quick wins often include mobile checkout improvements, image optimization, speed budgets for third-party scripts, and policy clarity on PDPs. Strategic investments often include advanced search and merchandising, personalization, accessibility improvements, and a more flexible platform. If data shows rage clicks or confusing navigation, prioritize IA and faceted filtering. If on-site search drives a high share of revenue, invest in typo tolerance, synonyms, and autosuggest before reworking visual polish.

Mobile-First Requirements for 2026 Shoppers

Treat mobile as the primary storefront. Mobile is now the largest source of traffic and a growing share of orders, especially during peak retail periods.

During peak 2025 retail moments, mobile dominated shopping behavior. Mobile accounted for the majority of traffic and a large share of orders, which is why your redesign should start with mobile flows and content hierarchy. In some analyses, mobile captured 80% of traffic and 70% of orders during Cyber Week, and mobile spend continues to rise.

Performance Targets and Speed Budgets

Create explicit budgets for JavaScript, images, and third-party code. For mobile PLPs and PDPs, cap total JS and focus on shipping only what the template needs. Lazy load below-the-fold content. Defer noncritical scripts until interaction. Serve modern image formats, compress aggressively, and use responsive srcsets.

The median mobile homepage grew heavy in recent years, with some reports citing a median 2,362 KB page weight and 632 KB of JavaScript. That trend hurts both speed and conversion, so reduce weight and script bloat aggressively on your templates, as indicated by median mobile weight. Set Core Web Vitals goals and monitor prelaunch and postlaunch.

Thumb-Friendly Navigation and Product Discovery

Design navigation for one-hand use. Use a visible, tap-friendly menu with logical, predictable groupings. Include sticky filters and sort, and keep filter controls large and easy to use. On PLPs, support quick-add to cart and save-to-list actions. For retailers with Florida stores or pickup options, include location-aware messaging for local pickup in Miami, Orlando, Tampa, and Jacksonville. For faceted navigation, prevent index bloat by blocking irrelevant combinations from crawl, and keep canonical rules clean.

Mobile Checkout Essentials

Reduce form fields, offer guest checkout, and enable Apple Pay and Google Pay. Provide address autocomplete, and be upfront about tax, shipping, and fees. Show the expected delivery date early. Use clear error messages and support autofill. Many retailers find that forcing account creation, surprise fees, and slow checkout create most abandonment. Research points to cart abandonment near 70% across ecommerce, with forced account creation a common cause, so prioritize guest checkout and transparent pricing, as highlighted in cart abandonment.

Device-Specific Testing

Test popular device and browser pairs like iOS Safari and Chrome on Android. Include low-bandwidth and high-latency scenarios. Validate touch targets, focus states, and screen reader gestures. Run task-based tests that cover the full funnel, including returns initiation from mobile account areas.

Conversion Architecture: PDPs, PLPs, and On-Site Search

Your page architecture does most of the conversion work. Design PDPs, PLPs, and search to answer questions quickly and make the next step obvious.

Product Detail Page (PDP) Essentials

Use high-quality images and short product videos. Support zoom and, if justified by the product, 360 or AR views. Provide size and fit guidance, material details, care instructions, and clear benefits. Place shipping and return details above the fold. Show social proof near the add-to-cart area. Add dynamic cross-sells or complementary bundles with transparent pricing. Personalize recommendations by behavior and location so Florida shoppers see climate-relevant products and pickup options.

Product videos and strong visuals can significantly lift engagement and conversion. Some studies report that adding video can increase conversion by 80% or more on landing pages, which makes PDP media a smart investment for considered purchases, as noted in research on product video.

Product Listings and Merchandising

On PLPs, make filters meaningful and easy to apply. Sort by relevance, not just price or newest. Show clear pricing, discounts, and availability status. Offer back-in-stock alerts for high-demand items. Highlight fast shipping or Florida pickup options for metro areas where you have warehouses or partners.

On-Site Search That Converts

Search users are often high intent. Implement typo tolerance, synonyms, autosuggest, and merchandising rules that surface top sellers and high-margin items for relevant terms. When no results appear, offer helpful alternatives like popular searches, category links, or a contact prompt. Track search usage, query refinement, and conversion from search. Continually tune synonyms and boost rules based on terms that correlate with higher AOV or faster checkout.

Internal Linking for Revenue and SEO

Use internal links from PDPs to buying guides, FAQs, and related categories to deepen session depth and improve organic visibility. Add contextual links in descriptions where it makes sense, for example tying a surfboard PDP to a Florida water-conditions guide. For a framework on aligning IA and conversion paths, see how to turn research into measurable online authority across templates.

Trust, Reviews, and Policies That Influence Conversion

Shoppers cannot touch your products. Trust fills that gap. It also shortens decision time and reduces abandonment.

Reviews and Q&A System Design

Focus on volume, recency, and coverage across the catalog. Highlight verified purchase badges and include photo and video user-generated content. Use filterable sentiments so shoppers can jump to relevant feedback like “true to size” or “works in Florida humidity.” Summarize common points with AI if review volume is high. Many buyers read reviews before purchasing, and high-quality review content can dramatically lift conversion, with research showing up to a 270% increase in some cases. The scale of review influence is clear in data on consumer reviews.

Social Proof and Certifications

Use UGC galleries where appropriate. Include press mentions and influencer content with clear disclosures. Add trust badges consistently, such as SSL, accepted payments, and security certifications. Keep the presentation simple and legible.

Policy Clarity That Lowers Risk

Present returns, warranties, shipping, and financing terms directly on PDPs and in checkout. Offer BNPL only if your margins and approval rates justify it. State privacy and accessibility commitments clearly. Use plain language, not legalese, so customers understand what happens after purchase. Clear policies raise confidence and reduce support load.

Performance, Technical SEO, and Migration Safety

Performance and SEO preserve traffic and reduce wasted ad spend. A safe migration avoids the revenue cliff many stores experience after launch.

Performance Engineering

Optimize media with modern formats like WebP and AVIF. Use adaptive streaming for video. Reduce JavaScript by removing unused libraries and splitting code by route. Preload critical assets and ship critical CSS. Leverage a CDN and keep TTFB low. Even small delays impact conversions. Some analyses quantify a 7% drop per second of added latency, which adds up quickly on paid traffic.

Set up real user monitoring and synthetic tests before and after launch. Alert on LCP, INP, CLS, TTFB, and JS errors. Track by template so you can isolate regressions quickly.

Technical SEO Foundations

Set canonical tags correctly, especially on pagination and variants. Control faceted navigation crawlability with parameter handling and noindex rules where needed. Implement product, review, and breadcrumb schema. Keep metadata clear and concise. Create clean XML sitemaps and sanity-check robots directives. Strengthen internal linking between categories and top-selling PDPs. Ensure multi-location signals are consistent for Florida pickup and store pages, and align with your Google Business Profiles.

To align SEO and ad performance with mobile usability, confirm your mobile-responsive foundations are solid across templates before layering on paid-scale spend.

Safe Migration Plan

Create a full URL inventory and a 301 redirect map for every moved page. Stage the site with production-like data. Freeze content near launch. Use a QA checklist that covers analytics parity, schema validation, crawlability, performance, and accessibility. After launch, validate with Search Console, run crawl diagnostics, and address 404s and redirect chains. Monitor server logs to catch unexpected bot behavior or spike errors quickly.

Avoid Traffic Cliffs

Use a canary release or dark launch where possible. Monitor top landing pages hourly for 72 hours. Place rollbacks behind a clear switch so you can revert if KPIs dip beyond your thresholds. Communicate migration windows to partner teams so campaigns and emails align with the change.

Accessibility as Growth and Risk Strategy

Accessibility increases reach, improves UX for everyone, and reduces legal exposure. Build it in from the start.

Bake In WCAG 2.2 AA

Plan color contrast, visible focus states, semantic HTML, landmarks, descriptive alt text, captions, and clear form labels. Reserve ARIA for cases where semantics are not enough. Most homepages still fail automated accessibility checks, with very high fail rates reported across the top sites globally, which is why embedding accessibility in your process is necessary. See the broad scale of WCAG failures as a reminder to treat this as a core requirement.

Testing Cadence

Combine automated scanners with manual keyboard testing and screen reader passes on Mac and Windows. Test transactional flows like add to cart, checkout, and order tracking. Low-contrast text is a frequent issue in audits, which shows up across many sites and is easy to catch with manual checks. Address contrast early instead of after design lock to avoid rework, and review the prevalence of low contrast issues when creating your design tokens.

Compliance and Commercial Impact

Accessibility improvements typically correlate with lower abandonment and higher satisfaction because they reduce friction for everyone. Consider Florida’s legal landscape and the frequency of digital ADA actions against retailers. Treat accessibility as both a conversion play and risk reduction, and document your efforts as part of procurement and partner reviews.

Analytics, Experimentation, and a 90-Day Iteration Plan

Launch is the start, not the end. Confirm tracking, then run an evidence-based optimization program.

Data Layer and Event Design

Standardize your data layer. Name events and parameters consistently. Track critical funnel steps, site search queries and results, error states, and content engagement like video plays and size-guide usage. Respect consent and privacy rules, and document how consent impacts downstream reporting so finance does not misread trends when consent rates change.

If you want a concise framework to confirm your measurement setup, reference this guide to track the right post-launch KPIs before you finalize the plan.

A/B Testing Roadmap

Sequence tests from highest to lowest expected return. Start with checkout friction fixes, then mobile navigation patterns, then PDP media density, pricing or offer messaging, and reviews placement. Keep guardrails on test duration and sample sizes to avoid false positives. Track interaction effects where relevant, such as how persistent coupons interact with shipping thresholds. A/B testing basics still apply on redesigned pages, and controlled comparisons help you choose between viable concepts, as suggested in guidance that emphasizes A/B testing.

30/60/90-Day Plan

Days 0 to 7: focus on stability KPIs like availability, page speed, error rates, and analytics parity. Days 8 to 30: run quick-win experiments on checkout labels, trust placement, and mobile nav elements. Days 31 to 60: refine content and on-page SEO, expand review coverage, and tune internal linking. Days 61 to 90: layer light personalization on PLPs and PDPs, and test merchandising automation. Close each 30-day period with a decision review that feeds new insights into the backlog.

Platforms, Tools, and Team: What to Buy vs. Build

Choose a stack that supports growth without adding unnecessary complexity or cost. Favor speed, stability, and maintainability.

Platform Options for SMEs

Shopify offers fast time to value, a large app ecosystem, and simple multi-warehouse setups. It is strong for brands that want reliability and ease of use. WooCommerce is flexible and cost effective if you have in-house WordPress capability and a stable plugin strategy. It suits content-heavy stores that need tight CMS integration. BigCommerce provides robust native features for larger catalogs and complex operations without as many apps. Map your core requirements, such as POS integration, B2B capabilities, and multi-location inventory, to the platform’s strengths to determine total cost of ownership.

Tool Stack Essentials

Plan core integrations deliberately. Reviews and UGC, email and SMS automation, service desk and live chat, on-site search and merchandising, analytics and BI, heatmaps and session replays, and performance monitors. Favor tools with solid SLAs and clear event models. Keep the stack lean to avoid performance penalties and overlapping features.

Vendor Selection and SLAs

Evaluate partners on relevant portfolios, CRO and SEO strength, migration experience, accessibility competence, reporting cadence, and support SLAs. Include Florida-based partners for local insights and easier on-site collaboration when helpful. Document response times, uptime standards, and who owns postlaunch fixes. If you prefer an all-in-one model, confirm that the vendor can deploy quickly, maintain speed budgets, and iterate based on analytics. Ewizer’s e-commerce deployment capabilities are a fit for brands seeking an integrated approach, with unlimited design iterations, responsive build quality, and tightly managed SEO and performance included in fixed packages. For time-sensitive Florida launches and multi-channel campaigns, that level of integration can simplify coordination across design, development, and marketing.

For budgeting conversations and executive sign-off, align with this companion reference on maximizing redesign ROI so investment and measurement frameworks match.

Budgeting the E-commerce Website Redesign

Structure the budget around business impact. Break your costs into components, choose a pricing model that fits your risk tolerance, and tie disbursements to milestones and performance gates.

Cost Components

Group your budget into strategy and research, IA and UX, UI design, frontend and backend development, content and media production, integrations, SEO and redirects, accessibility QA, performance engineering, analytics setup, and project management. Assign contingency to areas with uncertainty, such as custom integrations or complex migrations.

Financial breakdown of technical elements that lift AOV:

Cross-sell engine and bundles. Implementation cost ranges across platforms, typically a modest monthly app fee or a mid-four-figure custom build. Expected lift: 5% to 15% AOV on categories with natural add-ons.
Tiered pricing and volume discounts. Low technical cost on many platforms. Expected lift: higher items per order in B2B or consumables, with watch-outs on margin.
Shipping thresholds. Minimal technical cost, strong behavioral effect when paired with clear progress indicators in cart and checkout. Expected lift: 8% to 20% increase in AOV when thresholds are set just above median order value.
On-PDP recommendations tuned to margin. App or service fee plus data mapping. Expected lift: 3% to 10% AOV depending on catalog and quality of recommendations.
Payment options like installment financing for high AOV. Integration and per-transaction fees. Expected lift: improved checkout completion on big-ticket items, with margin trade-offs factored into pricing.
Rich media and comparison blocks. Production cost for video and structured comparison modules. Expected lift: higher conversion on considered purchases and modest AOV gains through premium upsells.

Include these items as line items with costs, expected gains, and payback periods. Tie funding release to proof points, such as a pilot of bundles on top SKUs showing a sustained AOV lift over four weeks.

Pricing Models

Fixed-fee projects deliver predictability on scoped work, useful for defined migrations and redesigns with few unknowns. Time-and-materials supports flexibility and fast iteration if you have strong internal product ownership. Subscription and unlimited-revision models offer continuous improvements, stable cash flow, and ongoing CRO support, which can be attractive when you plan to run a steady testing program. Protect quality with explicit deliverables, speed budgets, and acceptance criteria, regardless of model.

Finance Framing

Decide what to capitalize versus treat as operating expense. Explore tax incentives for R&D where applicable. Carry a 10% to 20% contingency for unknowns, and an additional buffer for media production if your catalog needs new photography or video. Tie spend to milestones and decision gates, such as passing Core Web Vitals targets and meeting checkout KPIs in staging.

Common Mistakes to Avoid in an E-commerce Website Redesign

Avoidable errors slow timelines and erode ROI. Set guardrails upfront.

Data-Light Aesthetic Overhauls

Do not redesign for looks alone. Diagnose funnel friction, define KPIs, and set targets first. Use customer research to validate assumptions, then align visuals to solve real problems.

Ignoring Mobile Speed and Script Bloat

Heavy JS and extra scripts destroy mobile UX. Set strict budgets and enforce them in code review. Optimize images and defer noncritical features until after first interaction.

SEO and Redirect Gaps

Never launch without a complete redirect map, Search Console setup, parity checks on metadata and schema, and a quick response plan for crawl errors.

Trust and Policy Gaps

Hidden fees, unclear returns, and outdated reviews kill confidence. Put policies where decisions happen, keep review content fresh, and avoid surprise charges.

Under-Resourcing Content

Without current photography, accurate sizing guides, and localized copy, even solid templates underperform. Budget time and dollars for content that answers buyer questions.

Recommendations by Use Case and Stage

Tailor the redesign to your model, price point, and catalog scale.

Low AOV, Fast-Turnover Brands

Prioritize speed, wallet payments, bundles, and one-click upsells. Keep PLPs and PDPs minimal and fast. Use automated cross-sells and free shipping thresholds to lift AOV. Focus lifecycle marketing on repeat purchases with email and SMS.

High AOV, Considered Purchases

Invest in rich media, side-by-side comparisons, deep reviews, financing options, and live chat or video consults. Use long-form educational content and calculators to reduce risk for the buyer. Place reassurance details above the fold.

Large Catalogs vs. Curated DTC

Large catalogs need robust filters, sophisticated search, and automation rules for facets and merchandising. Curated DTC brands should lean into storytelling, limited drops, and high-impact PDPs with editorial-quality assets.

Florida-Specific Context

Plan for seasonal demand tied to tourism peaks and local holidays. Add localized pickup and delivery messaging for Miami, Orlando, Tampa, and Jacksonville. Provide bilingual support in English and Spanish where market data supports it. Include storm and hurricane contingencies for fulfillment, with clear site messaging and order routing. For regional findability, adapt your strategy with a practical local SEO playbook so redesign work aligns with real search behavior in Florida metros.

Redesign ROI Checklist: Quick Reference

Use this to confirm the plan is financially sound and launch is de-risked.

KPI Targets Locked

Conversion by device and channel
AOV, items per order, and CLTV
CAC and payback period
Cart and checkout abandonment
Bounce rate and session depth
Repeat purchase rate and return rate
LCP, INP, CLS targets
WCAG 2.2 AA status

Must-Have UX and Tech

Mobile-first nav and checkout
Speed budgets met on JS and media
Reviews, UGC, and Q&A integrated
Clear shipping, returns, and financing
Optimized PDP, PLP, and on-site search
Structured data in place
Full redirect map validated
Analytics parity verified
A/B testing plan queued

Launch-Readiness Gates

Staging QA passed across devices
Canary release or rollback defined
Monitoring and alerts active
30/60/90-day optimization plan scheduled
Ownership, SLAs, and escalation paths confirmed

Frequently Asked Questions

How long should an e-commerce website redesign take?

Most small to mid-sized projects run 10 to 16 weeks from discovery to launch, depending on content readiness, integrations, and migration complexity. Add time for photography or video production, complex data migrations, and accessibility testing. Use decision gates so the schedule ties to quality thresholds, not just dates.

What conversion rate should you target after a redesign?

Target a lift relative to your baseline and vertical, not a universal number. Many sources quote 2% to 4% as a broad average, but device mix, traffic quality, and industry matter. Model ROI on realistic gains like a 0.5 to 1.0 percentage point lift on mobile or a 10% improvement in checkout completion, then track progress by device and channel.

Which redesign investments usually pay back fastest?

Mobile checkout simplification, speed improvements on PLPs and PDPs, transparent policies above the fold, and review coverage on top sellers. For AOV, shipping thresholds and bundles pay back quickly when thresholds are set just above typical order values. On-site search enhancements often deliver fast ROI when search drives a meaningful share of revenue.

Do you need a new platform to improve conversion?

Not always. Many gains come from speed work, UX changes, and trust improvements on your current platform. Move platforms when TCO, operations, or feature limits cap growth, such as multi-warehouse complexity or brittle checkout code. Make the platform decision after your audit and ROI models, not before.

How do you keep SEO traffic during a redesign?

Inventory URLs, build a one-to-one redirect map, preserve metadata and schema, maintain internal linking patterns, and validate in a staging environment. Launch with a canary approach where possible, monitor top landing pages hourly for the first 72 hours, and keep a rollback plan if KPIs dip beyond thresholds.

Where does Ewizer fit into this process?

Ewizer’s e-commerce deployment capabilities suit brands that want an all-in-one partner for design, development, SEO, and performance. The model emphasizes unlimited design iterations within scope, responsive builds aligned to Core Web Vitals, integrated CRO, and clear reporting, which helps maintain speed and conversion targets from discovery through postlaunch optimization.