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  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 7
  • This quarter · 11
  • Big bets · 3
  • Wildcards · 2
  • How we can help
Generated Nov 3, 2026
  1. Programmable
  2. Playbooks
  3. Lockly
Lockly logo

growth playbook · Nov 3, 2026

lockly.com (opens in a new tab)

Lockly growth playbook

Diagnosis

Lockly has a broad catalogue (38 products, median $189.99), excellent support reviews (4.9 from 1,528 on Trustpilot) and a busy 2026 launch slate: Matter-ready Affirm locks, TapCom for hosts, a camera and a larger safe.

The growth gaps sit between the shopper and the door: the FAQ asks buyers to measure their door but there is no fit check, some FAQ answers contradict each other, the mobile site blocks pinch-zoom, and the help Lockly gives after the sale (install, batteries, reviews) is reactive rather than planned.

This playbook fixes fit, answers and mobile basics first, then builds owner revenue (batteries, accessories, second doors), uses TapCom and LocklyPRO to reach hosts and landlords, and turns the Matter launch into an upgrade program for the existing base.

Growth Score

7/10

Biggest Opportunity

Make buying the right lock for your door effortless, then keep earning from each household through batteries, accessories, second doors and TapCom.

Biggest Risk

Schlage, Yale, Aqara and other brands compete on Apple Home and Matter, and a buyer who gets the wrong fit or a confusing answer returns the lock and picks a rival.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    A 30-second door-fit check on every lock page, using the measurements Lockly's own FAQ tells buyers to take

    Put every lock's door specs (thickness range, backset, cross bore, edge bore, door type) into one spreadsheet.

    High impact First result in 1 month
  2. 2

    Give one answer per question: fix the FAQ entries that contradict each other on panic bars, code length and Apple Home

    Export every FAQ question with the words panic, digit, code, Siri, HomeKit, Apple or Matter.

    Medium impact First result in 2 weeks
  3. 3

    Restart Trustpilot review invitations, timed for a week after installation

    Turn on automatic invitations for all orders from the store.

    Medium impact First result in 2 weeks

02

Your idea portfolio

23 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 8 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 0Big bets · 9Fill-ins · 9Reconsider · 5
Effort →

Showing 23 of 23 ideas

This week 7

Quick wins with a clear first action.

  • 01

    Lockly's FAQ tells shoppers that before purchasing they should "measure your door's thickness and backset accurately" and "compare these measurements with the specifications provided by Lockly", but the site gives them no way to do that comparison. The specs differ by model (deadbolt and latch editions, thin doors under 40mm that need extra steps), so the question lands on retailers and support: one retailer's answer to "How would I tell if this Lockly set... fits my door?" needs five separate measurements. Schlage already helps buyers with a selector. With locks at $170-$500 and a 30-day return window, every doubt about fit is a lost sale, a support call or a return.

    High impactMedium effort First result in 1 month E commerce Manager

    First action

    Put every lock's door specs (thickness range, backset, cross bore, edge bore, door type) into one spreadsheet.

    How to measure it

    Fit-related returns and tickets

    Now
    –
    Target
    -30%
    By
    90 days

    Steps

    1. 1

      Build the spec table

      Thickness, backset, bores, door type and handing for every lock.

      Product Manager 3 days

    2. 2

      Pull the baseline

      Last 90 days of returns and tickets about fit, by model.

      Customer Experience Lead 2 days

    3. 3

      Draw the questions

      Four questions with simple door diagrams and a ruler guide.

      Designer 3 days

    4. 4

      Write the outcomes

      Fits, fits with adapter, fits with kit or thin-door steps, or a better model.

      E-commerce Manager 2 days

    5. 5

      Build it

      A Shopify app block on the top five lock pages, saving the answer to the cart.

      Shopify Developer 1 week

    6. 6

      Update the FAQ

      Point the door-fit answer to the checker and the guide page.

      Customer Experience Lead 1 day

    7. 7

      Measure

      Add-to-cart, conversion and fit returns against the baseline, then roll out to all locks.

      E-commerce Manager monthly

    First result
    1 month
    Cost
    About two weeks of design and developer time
    Owner
    E commerce Manager

    Smallest test

    Add the check to the best-selling deadbolt page for two weeks and compare add-to-cart and fit tickets.

    Why it works

    Add a "Will it fit my door?" check above Add to Cart on every lock page: four picture-led questions (door thickness, backset, bore hole size, what is on the door today: deadbolt, knob/lever or mortise) plus door handing. The result is one of four: fits as is; fits with the included adapter; fits with the retrofit kit or the thin-door steps; or "choose this Lockly instead" with a link to the model that fits. Save the answer to the cart and order so install emails and support know the door, and reuse the same data on a single door-fit guide page and in the FAQ answer.

    Fit is the one question a buyer cannot answer from photos, and it is a physical yes or no. Answering it on the page removes the last doubt before checkout, recommending an alternative model keeps the sale instead of losing it, and support starts every install call already knowing the door.

    Ready to use

    ChecklistDoor-fit check: questions and outcomes

    [ ] Q1 Door thickness (with ruler diagram): under 1-3/8" / 1-3/8"-2" / over 2"
    [ ] Q2 Backset: 2-3/8" or 2-3/4"
    [ ] Q3 Cross bore: 2-1/8" or other
    [ ] Q4 What is on the door now: deadbolt / knob or lever / mortise
    [ ] Handing: left or right
    [ ] Outcome A: fits as is
    [ ] Outcome B: fits with included adapter
    [ ] Outcome C: fits with retrofit kit or thin-door steps
    [ ] Outcome D: choose a different Lockly (link)
    [ ] Save answers to cart and order notes

    Risks and how to handle them

    • Shoppers measure wrongly

      Show diagrams and a printable ruler, and offer a photo check by support.

    • Spec data drifts as models change

      Make the spec table part of every product launch checklist.

    Evidence

    • Help centerFAQ, "How do I know if my door fits a Lockly® lock?": "Before purchasing, it's a good idea to measure your door's thickness and backset accurately" and "compare these measurements with the specifications provided by Lockly". There is no fit checker. For doors under 40mm thick the FAQ points to "operation videos and reminder stickers"; deadbolt editions use 6-pin cylinders and latch editions 5-pin.Source
    • Retailer Q&AA shopper at a hardware retailer asked "How would I tell if this Lockly set and rekey kit fits my door's specifications?" The answer needs five checks: "door thickness 1-3/8" to 2", 2-1/8" cross bore, 1" edge bore," "a 2-3/8" or 2-3/4" backset", plus door handing.Source
    • Competitor researchSchlage's smart lock page: Sense Pro from $399, Encode Plus from $329 (Apple Home Key), Encode from $299 and Arrive from $199; a "Smart Lock Selector" ("Get Help Deciding"); Encode recommended for short-term rentals like Airbnb.Source
    • Your websiteCatalogue: locks such as the Model X Flex Touch Fingerprint Deadbolt ($189.99), Lyro by Lockly Lasta WiFi Deadbolt ($169.99), Model 6S "Hack-Proof Keypad" ($189.99), Access Touch Pro ($254.99), Secure Pro Zeno latch ($329.99), Secure ProHT ($349.99) and Guard Secure Pro ($499.99); accessories such as the RFID Access Card ($14.99), Removable Thumbturn ($14.99), Wireless Sensors ($29.99), Smart Deadbolt Retrofit Kit ($34.99), Rechargeable Lithium Battery ($79.99) and TapCom Plate with up to 6 months' Premium ($19.99). "Shipping Protection by Route" ($0.98) is listed among the products.Source
    • Help centerFAQ: batteries "last 9 months to a year with normal use and 6-9 months with heavier use"; exchanges within the "30-day return window"; "Lockly does not honor exchanges or refunds for products bought from unauthorized dealers"; Route package issues "must be reported within 60 days"; "our LocklyPRO team is available to help identify the best options for your commercial needs".Source
  • 02

    Lockly's FAQ gives opposite answers to the same questions. One panic-bar entry says the Guard Defender 238LE "supports selected Exit crash bars" while another says "We currently do not offer a lock that integrates directly with panic bars". Codes "must be a minimum of 6-8 digits" in one place, "only a 4-digit password" in the Home app entry, and "4 or up to 12 digits" for offline codes. For Siri, one answer sends buyers to the Matter Link add-on even though Zeno models have worked with Apple Home and Home Key since 2024 and the Affirm series is built for Matter.

    Medium impactLow effort First result in 2 weeks Customer Experience Lead

    First action

    Export every FAQ question with the words panic, digit, code, Siri, HomeKit, Apple or Matter.

    How to measure it

    Compatibility tickets per 100 orders

    Now
    –
    Target
    -20%
    By
    60 days

    Steps

    1. 1

      Export

      All FAQ entries by topic.

      Customer Experience Lead 1 day

    2. 2

      Find conflicts

      Panic bars, code length, Apple Home, Matter, Alexa and Google.

      Customer Experience Lead 1 day

    3. 3

      Confirm the truth

      Per model, with product and firmware teams.

      Product Manager 2 days

    4. 4

      Merge answers

      One canonical answer per question, split by model.

      Customer Experience Lead 2 days

    5. 5

      Link from products

      Compatibility answers on each product page.

      E-commerce Manager 1 day

    6. 6

      Review quarterly

      After every launch or firmware change.

      Customer Experience Lead quarterly

    First result
    2 weeks
    Cost
    Staff time only
    Owner
    Customer Experience Lead

    Smallest test

    Fix the panic-bar and code-length answers today.

    Why it works

    Audit the FAQ by topic, merge duplicate questions into one canonical answer per question, and write answers by model where the truth differs by model ("Zeno and Affirm: built in; older models: add Matter Link"). Add a "last checked" date to each compatibility answer and link it from the matching product pages.

    Compatibility is a buying question: a pre-sale shopper who reads "no" after "yes" either leaves or calls support. One clear answer per question converts better and cuts tickets.

    Risks and how to handle them

    • Answers go stale after firmware updates

      Add the FAQ review to the release checklist.

    Evidence

    • Help centerFAQ answers that disagree: under Compatibility, the Guard Defender 238LE "supports selected Exit crash bars (Panic bars)", while under Compliance "We currently do not offer a lock that integrates directly with panic bars". Access codes "must be a minimum of 6-8 digits", but the Home app entry says "only a 4-digit password can be added" and offline codes are "4 or up to 12 digits". On Siri, one answer says customers can "upgrade to Matter Link (PGH260)", another that "new, Zeno models are also enable with Apple home keys functionality".Source
    • PressSeptember 5, 2024: the Lockly Visage "and 3 others are the company's first to work with Apple's Home app and Home Key"; Lockly also announced a partnership with The Home Depot.Source
    • PressCES 2026: the Affirm series ($179.99, deadbolt and latch), described as Lockly's first Matter locks, with built-in Wi-Fi and NFC keys in the phone wallet, due late Q2 2026; the OwlGuard camera ($99); the Smart Safe XL ($339.99, US in Q3 2026); and the TapCom platform.Source
  • 03

    PageSpeed flags that lockly.com's viewport tag uses user-scalable="no" or a maximum-scale below 5, so phone shoppers cannot zoom in on product photos, keypad close-ups or spec text. Lockly's own blog writes for parents choosing security for elderly relatives, and the same audit flags low-contrast text and small touch targets.

    Medium impactLow effort First result in 2 weeks Shopify Developer

    First action

    Edit the viewport meta tag in the theme.

    How to measure it

    Mobile conversion

    Now
    –
    Target
    +5%
    By
    60 days

    Steps

    1. 1

      Edit the tag

      Remove user-scalable=no and the maximum-scale limit.

      Shopify Developer 1 hour

    2. 2

      Test galleries

      Make sure image zoom and swipe still work.

      Shopify Developer 2 hours

    3. 3

      Fix contrast

      The text PageSpeed flags.

      Designer 1 day

    4. 4

      Fix touch targets

      Buttons and links too small or close.

      Shopify Developer 1 day

    5. 5

      Rerun audit

      Accessibility score on mobile.

      Shopify Developer 1 hour

    6. 6

      Watch conversion

      Mobile conversion and session recordings.

      E-commerce Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Shopify Developer

    Smallest test

    Change the tag today and check five product pages on a phone.

    Why it works

    Change the viewport tag to allow zoom, fix the contrast and touch-target issues PageSpeed lists, and check product image galleries and the size and spec sections on a phone.

    Lock buyers inspect details (finish, keypad, dimensions) before spending $170-$500. Letting them zoom is a one-line change, and it also helps accessibility for older shoppers.

    Risks and how to handle them

    • Layout breaks when zoomed

      Check top pages on two phones before publishing.

    Evidence

    • PageSpeedMobile accessibility score 83: the viewport tag uses [user-scalable="no"] or a maximum-scale below 5, so shoppers cannot pinch-zoom; some text fails colour contrast; touch targets are too small or too close together; some aria attributes have invalid values.Source
    • Your websiteSitemap (248 URLs, checked November 3, 2026): 168 blog URLs (newest September 3, 2026), 34 products, 26 pages including /pages/airbnb-vrbo and /pages/limited-warranty, 18 collections and an /agents.md file. Many posts were re-dated July 17, 2026 but keep old years in their addresses, such as "the-connected-home-devices-you-need-in-2023", "what-you-need-to-know-about-biometric-locks-in-2023" and "locking-it-up-how-to-make-your-airbnbs-more-secure-in-2024"; others include "why-you-need-a-second-smart-door-lock", "8-tips-to-maximize-your-smart-lock-s-battery-life" and an elderly home safety checklist.Source
  • 04

    In Google's phone test, the heaviest third-party script on Lockly's homepage is the shipping-protection widget from route.com: 542 KB and 527 ms of blocking time, on a page nobody checks out from. The homepage weighs 4.2 MB with 20 third parties. Real visitors still pass Core Web Vitals, so this is about headroom on slower phones, not a crisis.

    Medium impactLow effort First result in 2 weeks Shopify Developer

    First action

    Check where the shipping-protection widget is actually used and limit it to the cart.

    How to measure it

    Mobile PageSpeed score

    Now
    –
    Target
    65+
    By
    30 days

    Steps

    1. 1

      Map the scripts

      Which pages each widget needs.

      Shopify Developer 1 day

    2. 2

      Scope protection

      Load it on cart and checkout only.

      Shopify Developer 1 day

    3. 3

      Defer the rest

      Reviews, chat and gift tools after interaction.

      Shopify Developer 2 days

    4. 4

      Fix blocking

      Render-blocking CSS and fonts.

      Shopify Developer 2 days

    5. 5

      Retest

      PageSpeed lab and field data.

      Shopify Developer 1 hour

    6. 6

      Check attach rate

      Protection uptake must not drop.

      E-commerce Manager monthly

    First result
    2 weeks
    Cost
    Developer time
    Owner
    Shopify Developer

    Smallest test

    Remove the widget from the homepage only and retest.

    Why it works

    Load the shipping-protection widget only on cart and checkout, defer other non-essential widgets until after the page is interactive, and fix the render-blocking requests PageSpeed lists (about 1.1s). Recheck lab and field numbers afterwards.

    Less script on the first page means a faster first view on mid-range phones, and the protection offer still appears exactly where it is chosen.

    Risks and how to handle them

    • Protection uptake falls

      Keep it visible in cart and compare attach rate weekly.

    Evidence

    • PageSpeedGoogle PageSpeed for the homepage (November 3, 2026): mobile performance 46, desktop 95. In the phone lab test the main image appears at 5.7s, with 1,372 ms of blocking time, 4.2 MB and 254 requests; 20 third parties add about 1.96 MB, the largest being route.com (542 KB, 527 ms blocking) and Klaviyo (325 KB). Suggested fixes: render-blocking requests (about 1.1s), image delivery (298 KB) and 777 KB of unused JavaScript. Real visitors pass Core Web Vitals (LCP 1.7s, INP 147 ms, CLS 0).Source
    • Your websiteTools on the homepage: Shopify, Klaviyo, Microsoft Clarity (added in the last year), Amplitude, Bazaarvoice, Gladly, Extend protection plans, Route shipping protection, bogos.io, Bing Ads and Smarter Click, 20 third-party services in all; affiliate programs on ShareASale and UpPromote.Source
    • Your websiteCatalogue: locks such as the Model X Flex Touch Fingerprint Deadbolt ($189.99), Lyro by Lockly Lasta WiFi Deadbolt ($169.99), Model 6S "Hack-Proof Keypad" ($189.99), Access Touch Pro ($254.99), Secure Pro Zeno latch ($329.99), Secure ProHT ($349.99) and Guard Secure Pro ($499.99); accessories such as the RFID Access Card ($14.99), Removable Thumbturn ($14.99), Wireless Sensors ($29.99), Smart Deadbolt Retrofit Kit ($34.99), Rechargeable Lithium Battery ($79.99) and TapCom Plate with up to 6 months' Premium ($19.99). "Shipping Protection by Route" ($0.98) is listed among the products.Source
  • 05

    Lockly's Trustpilot profile is excellent (4.9 from 1,528 reviews, 96% five-star, replies to every negative review within about a day), but Trustpilot notes Lockly has not recently invited customers to review. The site shows only 7 testimonials. The strongest proof Lockly has is going stale.

    Medium impactLow effort First result in 2 weeks CRM & Email Manager

    First action

    Turn on automatic invitations for all orders from the store.

    How to measure it

    Monthly Trustpilot reviews

    Now
    –
    Target
    150
    By
    60 days

    Steps

    1. 1

      Connect the store

      Automatic invitations for every order.

      CRM & Email Manager 1 day

    2. 2

      Time the ask

      7-10 days after delivery.

      CRM & Email Manager 1 day

    3. 3

      Keep it neutral

      Everyone invited, no incentive.

      Customer Experience Lead 1 day

    4. 4

      Add the widget

      Score and recent reviews on product pages.

      Shopify Developer 1 day

    5. 5

      Route problems

      Low ratings open a support ticket.

      Customer Experience Lead 2 days

    6. 6

      Track

      Volume, score and themes monthly.

      CRM & Email Manager monthly

    First result
    2 weeks
    Cost
    Existing tools
    Owner
    CRM & Email Manager

    Smallest test

    Invite one week of buyers and count responses.

    Why it works

    Send a neutral review invitation from Klaviyo seven to ten days after delivery, when the lock is installed, to every buyer (no incentives, no filtering of who gets asked). Show the live score and recent reviews on product pages next to the existing on-site reviews.

    A steady flow of fresh reviews keeps the score current and believable, and Lockly's support-led reviews answer the biggest buyer worry: what if installation goes wrong.

    Risks and how to handle them

    • Score dips as volume grows

      Use the themes to fix the causes; invite everyone so the score stays credible.

    Evidence

    • ReviewsTrustpilot: 4.9 from 1,528 reviews, 96% five-star; Lockly replies to 100% of negative reviews, usually within 24 hours. Praise centres on support ("walk us through installation step-by-step"); friction includes a battery cover a buyer could not open, a fingerprint reader that stopped working and early Bluetooth setup. Trustpilot notes Lockly has not recently invited customers to review.Source
    • Your websiteHomepage and store (checked November 3, 2026): a Shopify store titled "Fingerprint, Smartphone-Control Smart Locks | Lockly®" promising "patented PIN Genie™ technology, HD video, 2-way communication, 3D fingerprint access, remote unlocking"; 38 products from $0.25 to $699.99 (median $189.99) in 20 collections; Shop Pay, Apple Pay, Google Pay and PayPal; banner "11.11 Celebration - Limited Time Free shipping over $149"; a Klaviyo newsletter and 7 testimonials but no case studies.Source
  • 06

    Lockly's sitemap shows many posts re-dated July 17, 2026 while their addresses still say "...devices-you-need-in-2023", "...biometric-locks-in-2023" and "...airbnbs-more-secure-in-2024". Searchers and AI summaries read the year as out of date, and some posts predate Apple Home Key on Zeno and the Matter-ready Affirm series.

    Medium impactLow effort First result in 1 month Content Marketing Manager

    First action

    Export blog URLs containing 2019-2025 with their traffic.

    How to measure it

    Traffic to refreshed posts

    Now
    –
    Target
    +25%
    By
    90 days

    Steps

    1. 1

      List posts

      Year in address or title, with traffic.

      Content Marketing Manager 1 day

    2. 2

      Pick ten

      Highest traffic first.

      Content Marketing Manager 1 day

    3. 3

      Update content

      Current models, Matter, Home Key, TapCom.

      Content Marketing Manager 1 week

    4. 4

      New addresses

      Year-free URLs with redirects.

      Shopify Developer 1 day

    5. 5

      Add dates

      Updated date and author on each post.

      Shopify Developer 1 day

    6. 6

      Repeat

      The next batch each month.

      Content Marketing Manager monthly

    First result
    1 month
    Cost
    Writing time
    Owner
    Content Marketing Manager

    Smallest test

    Refresh the biometric locks post this week.

    Why it works

    List the posts with a year in the address or title, update the content for 2026 (Apple Home Key, Matter, TapCom, current models), move each to a year-free address with a redirect from the old one, and add an "updated" date and author.

    Evergreen, year-free addresses keep ranking as content is refreshed, and current posts point readers to products they can buy today.

    Risks and how to handle them

    • Redirects lose rankings

      Redirect one-to-one and keep the content on topic.

    Evidence

    • Your websiteSitemap (248 URLs, checked November 3, 2026): 168 blog URLs (newest September 3, 2026), 34 products, 26 pages including /pages/airbnb-vrbo and /pages/limited-warranty, 18 collections and an /agents.md file. Many posts were re-dated July 17, 2026 but keep old years in their addresses, such as "the-connected-home-devices-you-need-in-2023", "what-you-need-to-know-about-biometric-locks-in-2023" and "locking-it-up-how-to-make-your-airbnbs-more-secure-in-2024"; others include "why-you-need-a-second-smart-door-lock", "8-tips-to-maximize-your-smart-lock-s-battery-life" and an elderly home safety checklist.Source
    • PressSeptember 5, 2024: the Lockly Visage "and 3 others are the company's first to work with Apple's Home app and Home Key"; Lockly also announced a partnership with The Home Depot.Source
    • PressCES 2026: the Affirm series ($179.99, deadbolt and latch), described as Lockly's first Matter locks, with built-in Wi-Fi and NFC keys in the phone wallet, due late Q2 2026; the OwlGuard camera ($99); the Smart Safe XL ($339.99, US in Q3 2026); and the TapCom platform.Source
  • 07

    Free shipping starts at $149, which almost every lock clears (median product price $189.99). The people who pay shipping are existing owners buying what their lock needs next: RFID cards ($14.99), a thumbturn ($14.99), wireless sensors ($29.99), the retrofit kit ($34.99) or the rechargeable battery ($79.99). Lockly charges its most loyal customers for shipping on small add-ons.

    Medium impactLow effort First result in 1 month E commerce Manager

    First action

    Measure cart abandonment on accessory-only carts.

    How to measure it

    Owner accessory orders

    Now
    –
    Target
    +30%
    By
    90 days

    Steps

    1. 1

      Baseline

      Accessory-only orders and abandonment.

      E-commerce Manager 1 day

    2. 2

      Tag owners

      Customer tag for past lock buyers and registrations.

      CRM & Email Manager 2 days

    3. 3

      Set the rule

      Free shipping on accessories for tagged owners.

      Shopify Developer 1 day

    4. 4

      Announce

      Email, app and accessory pages.

      CRM & Email Manager 1 week

    5. 5

      Check margin

      Shipping cost against order lift.

      E-commerce Manager monthly

    6. 6

      Keep or tune

      Set a small minimum if margin suffers.

      E-commerce Manager after 90 days

    First result
    1 month
    Cost
    Shipping cost on small orders
    Owner
    E commerce Manager

    Smallest test

    Email one segment of owners the offer for 30 days.

    Why it works

    Give owners who registered a lock (or bought one on the store) free shipping on accessories, via a customer tag and a Shopify shipping rule. Promote it in the app, the post-install emails and on accessory pages ("Own a Lockly? Shipping's on us").

    Accessory buyers already trust the brand; removing a shipping fee that can be a large share of a $15 order lifts conversion and reorder frequency at little cost.

    Risks and how to handle them

    • Shipping costs outweigh the lift

      Test with a $25 minimum first.

    Evidence

    • Your websiteHomepage and store (checked November 3, 2026): a Shopify store titled "Fingerprint, Smartphone-Control Smart Locks | Lockly®" promising "patented PIN Genie™ technology, HD video, 2-way communication, 3D fingerprint access, remote unlocking"; 38 products from $0.25 to $699.99 (median $189.99) in 20 collections; Shop Pay, Apple Pay, Google Pay and PayPal; banner "11.11 Celebration - Limited Time Free shipping over $149"; a Klaviyo newsletter and 7 testimonials but no case studies.Source
    • Your websiteCatalogue: locks such as the Model X Flex Touch Fingerprint Deadbolt ($189.99), Lyro by Lockly Lasta WiFi Deadbolt ($169.99), Model 6S "Hack-Proof Keypad" ($189.99), Access Touch Pro ($254.99), Secure Pro Zeno latch ($329.99), Secure ProHT ($349.99) and Guard Secure Pro ($499.99); accessories such as the RFID Access Card ($14.99), Removable Thumbturn ($14.99), Wireless Sensors ($29.99), Smart Deadbolt Retrofit Kit ($34.99), Rechargeable Lithium Battery ($79.99) and TapCom Plate with up to 6 months' Premium ($19.99). "Shipping Protection by Route" ($0.98) is listed among the products.Source

This quarter 11

The core plays for the next three months.

  • 08

    Lockly's FAQ says batteries "last 9 months to a year with normal use and 6-9 months with heavier use", Lockly sells a $79.99 rechargeable lithium battery, and reviewers mention not knowing how to open the battery cover. Every owner reaches the same moment on a predictable schedule, and today it arrives as a low-battery warning at the door.

    Medium impactMedium effort First result in 1 month CRM & Email Manager

    First action

    Build a Klaviyo flow keyed to order date with lock model.

    How to measure it

    Battery attach among 8+ month owners

    Now
    –
    Target
    8%
    By
    2 quarters

    Steps

    1. 1

      Segment owners

      By model and purchase date.

      CRM & Email Manager 2 days

    2. 2

      Film covers

      Battery cover how-to per model.

      Content Marketing Manager 2 weeks

    3. 3

      Write the flow

      Month 8 reminder and month 10 follow-up.

      CRM & Email Manager 3 days

    4. 4

      Add to app

      In-app battery tip.

      Product Manager, Lockly App 1 month

    5. 5

      Offer

      Rechargeable battery bundle with spare.

      E-commerce Manager 1 day

    6. 6

      Measure

      Sales and battery tickets.

      CRM & Email Manager monthly

    First result
    1 month
    Cost
    Video production and email time
    Owner
    CRM & Email Manager

    Smallest test

    Email owners who bought 8-12 months ago once.

    Why it works

    From the order or registration date, send a month-eight email and app note: a 30-second video on opening the battery cover for their model, the recommended battery type, and an offer on the rechargeable battery (with a spare for heavy-use doors and rentals).

    A timely, helpful message prevents lockouts and support calls and turns a chore into an accessory sale.

    Risks and how to handle them

    • Usage varies widely

      Use the lock's battery reading in the app when available.

    Evidence

    • Help centerFAQ: batteries "last 9 months to a year with normal use and 6-9 months with heavier use"; exchanges within the "30-day return window"; "Lockly does not honor exchanges or refunds for products bought from unauthorized dealers"; Route package issues "must be reported within 60 days"; "our LocklyPRO team is available to help identify the best options for your commercial needs".Source
    • Your websiteCatalogue: locks such as the Model X Flex Touch Fingerprint Deadbolt ($189.99), Lyro by Lockly Lasta WiFi Deadbolt ($169.99), Model 6S "Hack-Proof Keypad" ($189.99), Access Touch Pro ($254.99), Secure Pro Zeno latch ($329.99), Secure ProHT ($349.99) and Guard Secure Pro ($499.99); accessories such as the RFID Access Card ($14.99), Removable Thumbturn ($14.99), Wireless Sensors ($29.99), Smart Deadbolt Retrofit Kit ($34.99), Rechargeable Lithium Battery ($79.99) and TapCom Plate with up to 6 months' Premium ($19.99). "Shipping Protection by Route" ($0.98) is listed among the products.Source
    • ReviewsTrustpilot: 4.9 from 1,528 reviews, 96% five-star; Lockly replies to 100% of negative reviews, usually within 24 hours. Praise centres on support ("walk us through installation step-by-step"); friction includes a battery cover a buyer could not open, a fingerprint reader that stopped working and early Bluetooth setup. Trustpilot notes Lockly has not recently invited customers to review.Source
  • 09

    The LOCKLY app has 4.5 from about 8K ratings, but its reviews repeat three specific gaps: alerts that are not real-time, an activity log called "terrifyingly inaccurate", and trusted users who cannot receive doorbell notifications. For a security product, the log and alerts are the product.

    High impactHigh effort First result in 1 quarter Product Manager

    First action

    Measure alert delay and log gaps across the five best-selling models.

    How to measure it

    App rating

    Now
    –
    Target
    4.7
    By
    2 quarters

    Steps

    1. 1

      Measure gaps

      Alert delay and missing log events by model.

      Product Manager, Lockly App 2 weeks

    2. 2

      Fix alerts

      Push latency targets per connection type.

      App Engineering Lead 1 month

    3. 3

      Fix the log

      Sync offline events and label them.

      App Engineering Lead 1 month

    4. 4

      Share doorbell

      Notification permission for trusted users.

      App Engineering Lead 3 weeks

    5. 5

      Write real notes

      Name the fixes in release notes.

      Product Manager, Lockly App 1 day

    6. 6

      Ask for ratings

      In-app prompt after a successful week.

      Product Manager, Lockly App 1 week

    First result
    1 quarter
    Cost
    Engineering quarter
    Owner
    Product Manager, Lockly App

    Smallest test

    Ship the trusted-user doorbell setting first.

    Why it works

    Treat these three as a named release: fix alert latency, make the log complete with offline events synced later and labelled, and let owners grant doorbell notifications to trusted users. Announce the fixes in release notes (today mostly "UI/UX improvements and bug fixes"), reply to the reviews that raised them, and ask updated users to rate.

    Specific release notes show buyers that complaints get fixed, and app ratings influence both app installs and lock purchases.

    Risks and how to handle them

    • Hardware limits on older models

      Say clearly which models get which fix.

    Evidence

    • App StoreLOCKLY® app: 4.5 from about 8K ratings; reviews mention alerts that are not real-time, a fingerprint reader that "requires expert precision", an activity log that is "terrifyingly inaccurate", and trusted users who cannot receive doorbell notifications. Lockly Manager, the iPad app for property managers, has 4.2 from 61 ratings (updated September 29, 2026).Source
    • ReviewsTrustpilot: 4.9 from 1,528 reviews, 96% five-star; Lockly replies to 100% of negative reviews, usually within 24 hours. Praise centres on support ("walk us through installation step-by-step"); friction includes a battery cover a buyer could not open, a fingerprint reader that stopped working and early Bluetooth setup. Trustpilot notes Lockly has not recently invited customers to review.Source
  • 10

    Lockly already has an /pages/airbnb-vrbo page and sells every piece a host needs separately: Wi-Fi locks, the $19.99 TapCom plate with six months of subscription, and $29.99 wireless sensors. TapCom is built for app-free guest check-in. Schlage recommends its Encode line for Airbnb, so hosts are a contested segment.

    High impactMedium effort First result in 1 month E commerce Manager

    First action

    Price a bundle of the best-selling Wi-Fi lock, TapCom and one sensor.

    How to measure it

    Host kit orders

    Now
    –
    Target
    300 a quarter
    By
    2 quarters

    Steps

    1. 1

      Pick the kit

      Lock, TapCom plate and sensor.

      E-commerce Manager 2 days

    2. 2

      Price it

      Bundle price and second-property offer.

      E-commerce Manager 1 day

    3. 3

      Build the bundle

      Shopify bundle on the rental page.

      Shopify Developer 3 days

    4. 4

      Write the guide

      Check-in messages and cleaner codes.

      Content Marketing Manager 1 week

    5. 5

      Promote

      Host communities and search ads.

      Growth Marketing Manager 1 month

    6. 6

      Measure

      Orders, order value and TapCom upgrades.

      E-commerce Manager monthly

    First result
    1 month
    Cost
    Bundle discount and ad test
    Owner
    E commerce Manager

    Smallest test

    Offer the bundle to newsletter subscribers who visited the rental page.

    Why it works

    Create a "Host kit" bundle on the rental page: a Wi-Fi lock, TapCom plate and a door sensor at a bundle price, with a setup guide for check-in messages and recurring cleaner codes. Add a second-property discount and track host buyers as a segment in email.

    Hosts buy outcomes (self check-in that works), not parts. A bundle raises order value and starts the TapCom subscription on day one.

    Risks and how to handle them

    • Margin on the bundle

      Discount the accessories, not the lock.

    Evidence

    • Your websiteSitemap (248 URLs, checked November 3, 2026): 168 blog URLs (newest September 3, 2026), 34 products, 26 pages including /pages/airbnb-vrbo and /pages/limited-warranty, 18 collections and an /agents.md file. Many posts were re-dated July 17, 2026 but keep old years in their addresses, such as "the-connected-home-devices-you-need-in-2023", "what-you-need-to-know-about-biometric-locks-in-2023" and "locking-it-up-how-to-make-your-airbnbs-more-secure-in-2024"; others include "why-you-need-a-second-smart-door-lock", "8-tips-to-maximize-your-smart-lock-s-battery-life" and an elderly home safety checklist.Source
    • PressTapCom (January 5, 2026): "a wireless, app-free video intercom system" for short-term rentals; guests tap with an NFC phone or scan a QR code. $19.99 including 6 months' subscription, then Free, TapCom Blue ($1.99/month) or TapCom Pearl ($3.99/month, adds control of compatible third-party locks). Works with Lockly locks and select Schlage, Yale and August locks.Source
    • Your websiteCatalogue: locks such as the Model X Flex Touch Fingerprint Deadbolt ($189.99), Lyro by Lockly Lasta WiFi Deadbolt ($169.99), Model 6S "Hack-Proof Keypad" ($189.99), Access Touch Pro ($254.99), Secure Pro Zeno latch ($329.99), Secure ProHT ($349.99) and Guard Secure Pro ($499.99); accessories such as the RFID Access Card ($14.99), Removable Thumbturn ($14.99), Wireless Sensors ($29.99), Smart Deadbolt Retrofit Kit ($34.99), Rechargeable Lithium Battery ($79.99) and TapCom Plate with up to 6 months' Premium ($19.99). "Shipping Protection by Route" ($0.98) is listed among the products.Source
    • Competitor researchSchlage's smart lock page: Sense Pro from $399, Encode Plus from $329 (Apple Home Key), Encode from $299 and Arrive from $199; a "Smart Lock Selector" ("Get Help Deciding"); Encode recommended for short-term rentals like Airbnb.Source
  • 11

    TapCom works with select Schlage, Yale and August locks, and TapCom Pearl ($3.99 a month) adds control of compatible third-party locks. That makes TapCom Lockly's one product a rival's customer can buy without replacing their lock, and a way into households that will choose a new lock later.

    High impactMedium effort First result in 1 quarter Growth Marketing Manager

    First action

    Publish the exact list of compatible third-party models.

    How to measure it

    Third-party TapCom activations

    Now
    –
    Target
    1,000
    By
    2 quarters

    Steps

    1. 1

      Confirm models

      Which third-party locks and tiers work.

      Product Manager 1 week

    2. 2

      Build pages

      One per brand with setup steps.

      Content Marketing Manager 2 weeks

    3. 3

      Target hosts

      Search and host communities by brand.

      Growth Marketing Manager 1 month

    4. 4

      Onboard

      Brand-specific setup emails.

      CRM & Email Manager 1 week

    5. 5

      Upgrade offer

      Lockly lock offer at month six.

      CRM & Email Manager 1 week

    6. 6

      Measure

      Activations, paid tiers and upgrades.

      Growth Marketing Manager monthly

    First result
    1 quarter
    Cost
    Content and a paid search test
    Owner
    Growth Marketing Manager

    Smallest test

    Launch the Schlage page and one ad group.

    Why it works

    Build landing pages for "TapCom for Schlage", "TapCom for Yale" and "TapCom for August" hosts with the compatibility list, setup steps and a $19.99 start. Target host searches and communities, and send TapCom users with third-party locks a Lockly upgrade offer at month six.

    It turns competitors' installed base into Lockly subscribers and, later, Lockly lock buyers, with a low first price.

    Risks and how to handle them

    • Third-party compatibility changes

      Date the compatibility list and test each quarter.

    Evidence

    • PressTapCom (January 5, 2026): "a wireless, app-free video intercom system" for short-term rentals; guests tap with an NFC phone or scan a QR code. $19.99 including 6 months' subscription, then Free, TapCom Blue ($1.99/month) or TapCom Pearl ($3.99/month, adds control of compatible third-party locks). Works with Lockly locks and select Schlage, Yale and August locks.Source
    • Competitor researchSchlage's smart lock page: Sense Pro from $399, Encode Plus from $329 (Apple Home Key), Encode from $299 and Arrive from $199; a "Smart Lock Selector" ("Get Help Deciding"); Encode recommended for short-term rentals like Airbnb.Source
  • 12

    Smart lock buyers compare brands before they buy, and the comparisons they find are mostly third-party sites. Schlage leads with Apple Home Key on Encode Plus, Aqara with Matter and Apple Home, while Lockly has both stories now (Home Key on Zeno, Matter on Affirm) plus fingerprint and PIN Genie, but tells none of it head to head on its own site.

    High impactMedium effort First result in 2 months Product Marketing Manager

    First action

    Pick the two rivals that come up most in pre-sale support chats.

    How to measure it

    Comparison-page conversion

    Now
    –
    Target
    2%
    By
    90 days

    Steps

    1. 1

      Pick rivals

      From support chats and search data.

      Product Marketing Manager 2 days

    2. 2

      Check facts

      Rivals' current prices and features from their own sites.

      Product Marketing Manager 1 week

    3. 3

      Write pages

      Fair tables and where each wins.

      Content Marketing Manager 2 weeks

    4. 4

      Legal review

      Claims and trademarks.

      Legal 1 week

    5. 5

      Publish

      Linked to fit check and picker.

      Shopify Developer 1 day

    6. 6

      Refresh

      Every quarter.

      Product Marketing Manager quarterly

    First result
    2 months
    Cost
    Staff time and legal review
    Owner
    Product Marketing Manager

    Smallest test

    Publish Lockly vs Schlage first.

    Why it works

    Publish one comparison page per rival: price, door fit, unlock methods, Apple Home and Matter, rental tools, warranty and support reviews, with a dated source line. Link each page to the fit check and the model picker.

    Comparison searches are late-stage, and a fair table on Lockly's own site lets the company set the facts rather than leaving them to aggregators.

    Risks and how to handle them

    • Outdated competitor claims

      Date every page and cite the rival's own page.

    Evidence

    • Competitor researchSchlage's smart lock page: Sense Pro from $399, Encode Plus from $329 (Apple Home Key), Encode from $299 and Arrive from $199; a "Smart Lock Selector" ("Get Help Deciding"); Encode recommended for short-term rentals like Airbnb.Source
    • Competitor researchAqara's homepage: "Powered by Matter", "one of the major partners in the Apple Home ecosystem", and the U400 lock with ultra-wideband hands-free unlocking.Source
    • PressSeptember 5, 2024: the Lockly Visage "and 3 others are the company's first to work with Apple's Home app and Home Key"; Lockly also announced a partnership with The Home Depot.Source
    • PressCES 2026: the Affirm series ($179.99, deadbolt and latch), described as Lockly's first Matter locks, with built-in Wi-Fi and NFC keys in the phone wallet, due late Q2 2026; the OwlGuard camera ($99); the Smart Safe XL ($339.99, US in Q3 2026); and the TapCom platform.Source
  • 13

    Lockly's catalogue spans many families with overlapping names and prices: Model X, Model 6S, Lyro Lasta, Access Touch Pro, Secure Pro Zeno, Secure ProHT, Guard and more, from $169.99 to $499.99. Schlage answers the same confusion with a "Smart Lock Selector". A first-time buyer has to compare model pages to work out the differences.

    High impactMedium effort First result in 1 month E commerce Manager

    First action

    Write a one-line "best for" for every lock model.

    How to measure it

    Picker-to-cart conversion

    Now
    –
    Target
    15%
    By
    90 days

    Steps

    1. 1

      Best-for lines

      One per model.

      Product Marketing Manager 2 days

    2. 2

      Questions

      Five, with plain answers.

      E-commerce Manager 2 days

    3. 3

      Logic

      Map answers to model and alternative.

      Product Manager 3 days

    4. 4

      Build

      Picker block linked to the fit check.

      Shopify Developer 1 week

    5. 5

      Place it

      Homepage, collection and ads.

      Growth Marketing Manager 2 days

    6. 6

      Test

      Against the collection page alone.

      E-commerce Manager 1 month

    First result
    1 month
    Cost
    Developer time
    Owner
    E commerce Manager

    Smallest test

    Run a three-question version on the lock collection.

    Why it works

    Build a five-question picker (door type, must-have unlock method, Wi-Fi or Apple Home/Matter, rental or family, budget) that recommends one model and one alternative, and feeds the answer into the door-fit check. Put it on the homepage, the lock collection and in ads.

    Fewer choices at the moment of decision increases conversion and lowers returns from buying the wrong model.

    Risks and how to handle them

    • Picks steer to low-margin models

      Show an upgrade with the reason it is worth it.

    Builds on

    Evidence

    • Your websiteCatalogue: locks such as the Model X Flex Touch Fingerprint Deadbolt ($189.99), Lyro by Lockly Lasta WiFi Deadbolt ($169.99), Model 6S "Hack-Proof Keypad" ($189.99), Access Touch Pro ($254.99), Secure Pro Zeno latch ($329.99), Secure ProHT ($349.99) and Guard Secure Pro ($499.99); accessories such as the RFID Access Card ($14.99), Removable Thumbturn ($14.99), Wireless Sensors ($29.99), Smart Deadbolt Retrofit Kit ($34.99), Rechargeable Lithium Battery ($79.99) and TapCom Plate with up to 6 months' Premium ($19.99). "Shipping Protection by Route" ($0.98) is listed among the products.Source
    • Competitor researchSchlage's smart lock page: Sense Pro from $399, Encode Plus from $329 (Apple Home Key), Encode from $299 and Arrive from $199; a "Smart Lock Selector" ("Get Help Deciding"); Encode recommended for short-term rentals like Airbnb.Source
    • Your websiteHomepage and store (checked November 3, 2026): a Shopify store titled "Fingerprint, Smartphone-Control Smart Locks | Lockly®" promising "patented PIN Genie™ technology, HD video, 2-way communication, 3D fingerprint access, remote unlocking"; 38 products from $0.25 to $699.99 (median $189.99) in 20 collections; Shop Pay, Apple Pay, Google Pay and PayPal; banner "11.11 Celebration - Limited Time Free shipping over $149"; a Klaviyo newsletter and 7 testimonials but no case studies.Source
  • 14

    Trustpilot reviewers praise support for walking them through installation step by step, and Lockly's YouTube channel already has 177 videos and 3.29 million views from 3,120 subscribers. The FAQ itself relies on "operation videos" for thin doors. The know-how exists in support calls; it is not yet a library buyers see before they buy.

    Medium impactMedium effort First result in 1 quarter Content Marketing Manager

    First action

    List the ten install questions support answers most.

    How to measure it

    Install tickets per 100 orders

    Now
    –
    Target
    -25%
    By
    2 quarters

    Steps

    1. 1

      Top questions

      Ten most common install calls.

      Customer Experience Lead 2 days

    2. 2

      Script

      One script per model and door type.

      Content Marketing Manager 1 week

    3. 3

      Film

      Support agents on real doors.

      Content Marketing Manager 3 weeks

    4. 4

      Publish

      YouTube with chapters.

      Social Media Manager ongoing

    5. 5

      Embed

      Product pages, FAQ and emails.

      Shopify Developer 1 week

    6. 6

      Measure

      Views, tickets and conversion.

      Customer Experience Lead monthly

    First result
    1 quarter
    Cost
    Light video production
    Owner
    Content Marketing Manager

    Smallest test

    Film one deadbolt install and embed it on its product page.

    Why it works

    Record a 3-5 minute install video per best-selling model and door type (deadbolt, latch, thin door), plus pairing and battery clips, built from the questions support answers most. Embed them on product pages ("see how it installs"), in the FAQ and in post-purchase emails.

    Seeing a 20-minute screwdriver install removes the fear of DIY before purchase and cuts calls after it.

    Risks and how to handle them

    • Videos go out of date with new hardware

      Film per model and retire with the model.

    Evidence

    • SocialYouTube: 3,120 subscribers, 177 videos and 3.29 million views; a Facebook community group linked from the site, plus Instagram, X and LinkedIn.Source
    • ReviewsTrustpilot: 4.9 from 1,528 reviews, 96% five-star; Lockly replies to 100% of negative reviews, usually within 24 hours. Praise centres on support ("walk us through installation step-by-step"); friction includes a battery cover a buyer could not open, a fingerprint reader that stopped working and early Bluetooth setup. Trustpilot notes Lockly has not recently invited customers to review.Source
    • Help centerFAQ, "How do I know if my door fits a Lockly® lock?": "Before purchasing, it's a good idea to measure your door's thickness and backset accurately" and "compare these measurements with the specifications provided by Lockly". There is no fit checker. For doors under 40mm thick the FAQ points to "operation videos and reminder stickers"; deadbolt editions use 6-pin cylinders and latch editions 5-pin.Source
  • 15

    Lockly runs Klaviyo, its support is praised for install help, and the friction reviewers mention is predictable: Bluetooth pairing, fingerprints that need re-enrolling, a battery cover they cannot open. The 30-day return window means the first month decides whether a lock stays on the door.

    Medium impactLow effort First result in 1 month CRM & Email Manager

    First action

    Map the five most common setup problems by model.

    How to measure it

    30-day return rate

    Now
    –
    Target
    -15%
    By
    2 quarters

    Steps

    1. 1

      Map problems

      Top setup issues by model.

      Customer Experience Lead 3 days

    2. 2

      Write the series

      Five emails per model family.

      CRM & Email Manager 1 week

    3. 3

      Connect triggers

      Shipping and delivery events.

      CRM & Email Manager 2 days

    4. 4

      Link help

      Videos and FAQ answers.

      Content Marketing Manager 2 days

    5. 5

      Launch

      Best-selling model first.

      CRM & Email Manager 1 day

    6. 6

      Measure

      Returns and tickets against control.

      CRM & Email Manager monthly

    First result
    1 month
    Cost
    Existing email platform
    Owner
    CRM & Email Manager

    Smallest test

    Send the delivery-day email for one model for a month.

    Why it works

    Trigger a short series by model: on shipping (what's in the box, door-fit reminder, video), on delivery (install in 20 minutes), day 3 (add family codes and fingerprints well), day 10 (Wi-Fi, Apple Home or Matter setup), day 25 (accessories and a review ask). Each email has one link to the right video or FAQ answer.

    Proactive help before problems happen keeps locks installed, reduces returns and support load, and sets up the review and accessory steps.

    Risks and how to handle them

    • Too many emails

      Stop the series once the lock reports as set up in the app.

    Builds on

    Evidence

    • Your websiteTools on the homepage: Shopify, Klaviyo, Microsoft Clarity (added in the last year), Amplitude, Bazaarvoice, Gladly, Extend protection plans, Route shipping protection, bogos.io, Bing Ads and Smarter Click, 20 third-party services in all; affiliate programs on ShareASale and UpPromote.Source
    • ReviewsTrustpilot: 4.9 from 1,528 reviews, 96% five-star; Lockly replies to 100% of negative reviews, usually within 24 hours. Praise centres on support ("walk us through installation step-by-step"); friction includes a battery cover a buyer could not open, a fingerprint reader that stopped working and early Bluetooth setup. Trustpilot notes Lockly has not recently invited customers to review.Source
    • Help centerFAQ: batteries "last 9 months to a year with normal use and 6-9 months with heavier use"; exchanges within the "30-day return window"; "Lockly does not honor exchanges or refunds for products bought from unauthorized dealers"; Route package issues "must be reported within 60 days"; "our LocklyPRO team is available to help identify the best options for your commercial needs".Source
  • 16

    Lockly's blog already argues "why you need a second smart door lock", and the catalogue has latch, deadbolt and retrofit options for back, garage and side doors. The best second-lock buyer is someone whose first Lockly has worked for two months, yet nothing on the site turns that moment into an order.

    Medium impactLow effort First result in 1 month CRM & Email Manager

    First action

    Count owners with exactly one registered lock.

    How to measure it

    Second-lock rate

    Now
    –
    Target
    5% of owners
    By
    2 quarters

    Steps

    1. 1

      Segment

      Owners with one lock, 60+ days.

      CRM & Email Manager 2 days

    2. 2

      Match products

      Second-door pick for each first lock.

      Product Marketing Manager 2 days

    3. 3

      Set the price

      An owner discount.

      E-commerce Manager 1 day

    4. 4

      Send

      Email and in-app note.

      CRM & Email Manager 1 week

    5. 5

      Link fit check

      For the second door.

      Shopify Developer 1 day

    6. 6

      Measure

      Orders and margin.

      CRM & Email Manager monthly

    First result
    1 month
    Cost
    Owner discount
    Owner
    CRM & Email Manager

    Smallest test

    Email one month's cohort of day-60 owners.

    Why it works

    At day 60 (after the return window and a good experience), email owners a second-door offer matched to their first lock and app ecosystem, with a door-fit check link and an owner price. Feature the same offer in the app.

    Satisfied owners convert at much lower cost than new shoppers, and matching the same app and codes across doors is a real benefit.

    Risks and how to handle them

    • Discount trains waiting

      Keep the offer personal and time-limited to the owner.

    Builds on

    Evidence

    • Your websiteSitemap (248 URLs, checked November 3, 2026): 168 blog URLs (newest September 3, 2026), 34 products, 26 pages including /pages/airbnb-vrbo and /pages/limited-warranty, 18 collections and an /agents.md file. Many posts were re-dated July 17, 2026 but keep old years in their addresses, such as "the-connected-home-devices-you-need-in-2023", "what-you-need-to-know-about-biometric-locks-in-2023" and "locking-it-up-how-to-make-your-airbnbs-more-secure-in-2024"; others include "why-you-need-a-second-smart-door-lock", "8-tips-to-maximize-your-smart-lock-s-battery-life" and an elderly home safety checklist.Source
    • Your websiteCatalogue: locks such as the Model X Flex Touch Fingerprint Deadbolt ($189.99), Lyro by Lockly Lasta WiFi Deadbolt ($169.99), Model 6S "Hack-Proof Keypad" ($189.99), Access Touch Pro ($254.99), Secure Pro Zeno latch ($329.99), Secure ProHT ($349.99) and Guard Secure Pro ($499.99); accessories such as the RFID Access Card ($14.99), Removable Thumbturn ($14.99), Wireless Sensors ($29.99), Smart Deadbolt Retrofit Kit ($34.99), Rechargeable Lithium Battery ($79.99) and TapCom Plate with up to 6 months' Premium ($19.99). "Shipping Protection by Route" ($0.98) is listed among the products.Source
  • 17

    Lockly's support is rated 4.9, but the complaints that do escalate are mostly about returns and refunds: a return form asking for "full bank and routing information", a partial refund after a restocking deduction, and slow return instructions. The FAQ mentions the 30-day return window only inside an answer about upgrading a Vision lock.

    Medium impactMedium effort First result in 1 month Customer Experience Lead

    First action

    Write the returns policy in one place and link it from the footer and product pages.

    How to measure it

    Return-to-exchange rate

    Now
    –
    Target
    35%
    By
    2 quarters

    Steps

    1. 1

      Write terms

      One clear returns page.

      Customer Experience Lead 3 days

    2. 2

      Pick a portal

      Self-serve returns on Shopify.

      E-commerce Manager 1 week

    3. 3

      Refund to card

      No bank details collected.

      Finance Manager 1 week

    4. 4

      Exchange first

      Suggest the right-fit model.

      Shopify Developer 1 week

    5. 5

      Link it

      Footer, product pages and emails.

      Shopify Developer 1 day

    6. 6

      Track

      Return reasons and exchange rate.

      Customer Experience Lead monthly

    First result
    1 month
    Cost
    Returns app subscription
    Owner
    Customer Experience Lead

    Smallest test

    Publish the single returns page this month.

    Why it works

    Publish one returns and exchanges page (window, condition, any restocking fee, who pays shipping, how refunds are paid) and a self-serve return portal that refunds to the original payment method. Offer an exchange for the right-fit model first, using the door-fit check.

    Clear terms before purchase build confidence, and a smooth return turns a lost sale into an exchange and keeps reviews positive.

    Risks and how to handle them

    • Easier returns raise return volume

      Lead with the exchange and fit check.

    Builds on

    Evidence

    • ReviewsBBB: not accredited; 12 complaints in 3 years. Themes include refunds and returns (a return form asking for "full bank and routing information", a partial refund after a restocking deduction), a lock "not sitting flush with door", locks that would not pair after a reset, and electronics failing after two years.Source
    • Help centerFAQ: batteries "last 9 months to a year with normal use and 6-9 months with heavier use"; exchanges within the "30-day return window"; "Lockly does not honor exchanges or refunds for products bought from unauthorized dealers"; Route package issues "must be reported within 60 days"; "our LocklyPRO team is available to help identify the best options for your commercial needs".Source
  • 18

    Lockly's homepage loads 20 third-party services, adding about 1.96 MB in Google's phone test. Several overlap: Microsoft Clarity was added in the last year alongside Amplitude for analytics, and there are two affiliate platforms (ShareASale and UpPromote) and separate tools for gifts, protection plans and shipping protection.

    Medium impactLow effort First result in 1 month E commerce Manager

    First action

    Build the list of tools, owners and costs.

    How to measure it

    Third-party KB on homepage

    Now
    –
    Target
    -40%
    By
    90 days

    Steps

    1. 1

      List tools

      Owner, purpose, cost and pages.

      E-commerce Manager 2 days

    2. 2

      Find overlaps

      Analytics, affiliate and promotion tools.

      E-commerce Manager 1 day

    3. 3

      Decide

      Keep, scope or remove each.

      Head of E-commerce 1 day

    4. 4

      Remove and scope

      Apply the decisions in the theme.

      Shopify Developer 1 week

    5. 5

      Retest speed

      PageSpeed lab and field.

      Shopify Developer 1 hour

    6. 6

      Set the rule

      Owner and review date for new scripts.

      E-commerce Manager quarterly

    First result
    1 month
    Cost
    Staff time; likely software savings
    Owner
    E commerce Manager

    Smallest test

    Pick one analytics tool to keep this month.

    Why it works

    List each tool with its owner, purpose, cost and the pages it loads on. Remove duplicates, limit each tool to the pages that need it, and set a rule that every new script has an owner and a review date.

    Fewer, owned tools mean a lighter site, cleaner data and lower software spend.

    Risks and how to handle them

    • Losing data a team relies on

      Ask each owner before removal and export history.

    Builds on

    Evidence

    • Your websiteTools on the homepage: Shopify, Klaviyo, Microsoft Clarity (added in the last year), Amplitude, Bazaarvoice, Gladly, Extend protection plans, Route shipping protection, bogos.io, Bing Ads and Smarter Click, 20 third-party services in all; affiliate programs on ShareASale and UpPromote.Source
    • PageSpeedGoogle PageSpeed for the homepage (November 3, 2026): mobile performance 46, desktop 95. In the phone lab test the main image appears at 5.7s, with 1,372 ms of blocking time, 4.2 MB and 254 requests; 20 third parties add about 1.96 MB, the largest being route.com (542 KB, 527 ms blocking) and Klaviyo (325 KB). Suggested fixes: render-blocking requests (about 1.1s), image delivery (298 KB) and 777 KB of unused JavaScript. Real visitors pass Core Web Vitals (LCP 1.7s, INP 147 ms, CLS 0).Source

Big bets 3

Larger plays that can change the trajectory.

  • 19

    LocklyPRO already has the pieces dealers want: Z-Wave Guard locks that work with Alarm.com, up to 999 RFID tags, Air Transfer of codes and fingerprints between locks, and the LocklyOS dashboard. The FAQ sends commercial buyers to "our LocklyPRO team", and Lockly does not honour refunds for products from unauthorised dealers, which makes authorised dealers valuable. What is missing is a visible program that recruits and equips installers.

    High impactHigh effort First result in 1 quarter Head of LocklyPRO Sales

    First action

    Interview ten current LocklyPRO dealers on what would make them sell more.

    How to measure it

    Certified dealers selling monthly

    Now
    –
    Target
    150
    By
    3 quarters

    Steps

    1. 1

      Interview dealers

      Ten current partners.

      Head of LocklyPRO Sales 2 weeks

    2. 2

      Design tiers

      Pricing, demo kits and lead sharing.

      Head of LocklyPRO Sales 3 weeks

    3. 3

      Certification

      Install and LocklyOS course.

      Partner Enablement Manager 1 month

    4. 4

      Locator

      Find-an-installer page on lockly.com.

      Shopify Developer 3 weeks

    5. 5

      Recruit

      Alarm.com dealer events and outreach.

      Head of LocklyPRO Sales 1 quarter

    6. 6

      Route leads

      Homeowner install requests to dealers.

      Sales Operations 2 weeks

    7. 7

      Review

      Dealer revenue and lead conversion.

      Head of LocklyPRO Sales quarterly

    First result
    1 quarter
    Cost
    Demo kits, training content and partner manager time
    Owner
    Head of LocklyPRO Sales

    Smallest test

    Pilot with five dealers in one metro area.

    Why it works

    Launch a tiered program for security dealers, locksmiths and integrators: dealer pricing, demo kits, certification videos, co-branded leads from the LocklyPRO site, and a dealer locator on lockly.com for homeowners who want professional installation. Start with dealers who install Alarm.com systems, since the Z-Wave Guard locks already work with Alarm.com.

    Installers choose the lock for thousands of doors; a program turns each trained dealer into a repeat channel and gives DIY shoppers a pro option.

    Risks and how to handle them

    • Channel conflict with direct sales

      Route only install requests and commercial leads to dealers.

    Evidence

    • PressLocklyPRO, "the commercial division of Lockly" (June 4, 2025): Z-Wave Guard Latch and Guard Duo locks compatible with Alarm.com, up to 999 RFID tags, Air Transfer of codes and fingerprints between locks, unit-owner management and the LocklyOS dashboard.Source
    • Help centerFAQ: batteries "last 9 months to a year with normal use and 6-9 months with heavier use"; exchanges within the "30-day return window"; "Lockly does not honor exchanges or refunds for products bought from unauthorized dealers"; Route package issues "must be reported within 60 days"; "our LocklyPRO team is available to help identify the best options for your commercial needs".Source
  • 20

    The Affirm series ($179.99) brings built-in Matter and wallet NFC keys, while the FAQ still tells many owners that Siri and Samsung need a separate Matter Link. Aqara and Schlage both lead with Matter or Apple Home. Lockly's own installed base, which already trusts the brand and the app, is the cheapest audience for the new line.

    High impactHigh effort First result in 1 quarter Product Marketing Manager

    First action

    Map each older model to its Matter path (Matter Link or upgrade).

    How to measure it

    Owner upgrade orders

    Now
    –
    Target
    4% of owners
    By
    3 quarters

    Steps

    1. 1

      Map models

      Matter path for each model.

      Product Manager 1 week

    2. 2

      Set the credit

      Owner trade-up price.

      E-commerce Manager 1 week

    3. 3

      Build the page

      What works with my Lockly, by model.

      Content Marketing Manager 2 weeks

    4. 4

      Carry codes

      Transfer users and codes in the app.

      Product Manager, Lockly App 1 quarter

    5. 5

      Email owners

      By model with the right path.

      CRM & Email Manager 2 weeks

    6. 6

      Measure

      Upgrades, Matter Link sales and tickets.

      Product Marketing Manager monthly

    First result
    1 quarter
    Cost
    Owner credits and app work
    Owner
    Product Marketing Manager

    Smallest test

    Email one older model's owners both options.

    Why it works

    Offer owners of older models two paths: add Matter Link to their current lock, or trade up to Affirm with an owner credit and keep their codes via the app. Build a "What works with my Lockly?" page by model, and email owners by model with the right path.

    Upgrades from an existing base cost far less to win than new buyers, and they move owners into the ecosystem Lockly is investing in.

    Risks and how to handle them

    • Owners feel their lock is obsolete

      Lead with Matter Link as the low-cost path.

    Builds on

    Evidence

    • PressCES 2026: the Affirm series ($179.99, deadbolt and latch), described as Lockly's first Matter locks, with built-in Wi-Fi and NFC keys in the phone wallet, due late Q2 2026; the OwlGuard camera ($99); the Smart Safe XL ($339.99, US in Q3 2026); and the TapCom platform.Source
    • Help centerFAQ answers that disagree: under Compatibility, the Guard Defender 238LE "supports selected Exit crash bars (Panic bars)", while under Compliance "We currently do not offer a lock that integrates directly with panic bars". Access codes "must be a minimum of 6-8 digits", but the Home app entry says "only a 4-digit password can be added" and offline codes are "4 or up to 12 digits". On Siri, one answer says customers can "upgrade to Matter Link (PGH260)", another that "new, Zeno models are also enable with Apple home keys functionality".Source
    • Competitor researchAqara's homepage: "Powered by Matter", "one of the major partners in the Apple Home ecosystem", and the U400 lock with ultra-wideband hands-free unlocking.Source
  • 21

    Lockly has property tools at both ends: TapCom for single rentals and LocklyOS with the Lockly Manager iPad app (4.2 from only 61 ratings) for property managers, with unit-owner management and Air Transfer of codes. Between them sits a large group of small landlords and multi-listing hosts who are too small for a sales call but manage too many doors for a consumer app.

    High impactHigh effort First result in 2 quarters Head of LocklyPRO Sales

    First action

    Count store customers who bought three or more locks in the last year.

    How to measure it

    Paying small-landlord accounts

    Now
    –
    Target
    500
    By
    4 quarters

    Steps

    1. 1

      Size the segment

      Buyers of 3+ locks and multi-property TapCom users.

      E-commerce Manager 1 week

    2. 2

      Interview

      Ten small landlords.

      Product Manager 3 weeks

    3. 3

      Price it

      Per door per month.

      Head of LocklyPRO Sales 2 weeks

    4. 4

      Self-serve signup

      Online signup and unit import.

      Product Manager 1 quarter

    5. 5

      Landing page

      On lockly.com rental pages.

      Content Marketing Manager 2 weeks

    6. 6

      Hand-off rule

      Accounts over 20 doors to sales.

      Sales Operations 1 week

    7. 7

      Measure

      Accounts, doors and churn.

      Head of LocklyPRO Sales monthly

    First result
    2 quarters
    Cost
    Product and engineering quarter
    Owner
    Head of LocklyPRO Sales

    Smallest test

    Offer a manual LocklyOS onboarding to 20 multi-lock buyers.

    Why it works

    Package a self-serve plan: buy locks on lockly.com, sign up to LocklyOS online with a per-door monthly price, import units, and manage tenant and cleaner codes from a browser. Market it from the rental page, the host bundle and TapCom users with several properties; hand accounts above 20 doors to LocklyPRO sales.

    It turns one-off lock sales into recurring software revenue and covers a segment that neither the consumer app nor enterprise sales serves well.

    Risks and how to handle them

    • Support load from small accounts

      Self-serve onboarding and help content first.

    Builds on

    Evidence

    • App StoreLOCKLY® app: 4.5 from about 8K ratings; reviews mention alerts that are not real-time, a fingerprint reader that "requires expert precision", an activity log that is "terrifyingly inaccurate", and trusted users who cannot receive doorbell notifications. Lockly Manager, the iPad app for property managers, has 4.2 from 61 ratings (updated September 29, 2026).Source
    • PressLocklyPRO, "the commercial division of Lockly" (June 4, 2025): Z-Wave Guard Latch and Guard Duo locks compatible with Alarm.com, up to 999 RFID tags, Air Transfer of codes and fingerprints between locks, unit-owner management and the LocklyOS dashboard.Source
    • PressTapCom (January 5, 2026): "a wireless, app-free video intercom system" for short-term rentals; guests tap with an NFC phone or scan a QR code. $19.99 including 6 months' subscription, then Free, TapCom Blue ($1.99/month) or TapCom Pearl ($3.99/month, adds control of compatible third-party locks). Works with Lockly locks and select Schlage, Yale and August locks.Source

Wildcards 2

Unexpected experiments, each with a cheap way to test it.

  • 22

    Lockly's site leads with "patented PIN Genie™ technology" and sells the Model 6S as a "Hack-Proof Keypad" smart lock, in a category where buyers worry about smudge marks, code peeking and app security. A bold claim without visible proof invites doubt; with proof, it is the brand's sharpest difference.

    Medium impactMedium effort First result in 1 quarter Product Marketing Manager

    First action

    List every security claim on product pages and the proof behind each.

    How to measure it

    Lock page conversion

    Now
    –
    Target
    +8%
    By
    2 quarters

    Steps

    1. 1

      List claims

      Every security claim and its proof.

      Product Marketing Manager 1 week

    2. 2

      Legal review

      Which claims need substantiation.

      Legal 1 week

    3. 3

      Pick a lab

      Independent testing house.

      Product Manager 2 weeks

    4. 4

      Test

      Keypad, fingerprint and app.

      Product Manager 6 weeks

    5. 5

      Publish

      Summary and method page.

      Content Marketing Manager 2 weeks

    6. 6

      Use it

      Product pages, comparisons and PR.

      Product Marketing Manager ongoing

    First result
    1 quarter
    Cost
    Lab testing fees
    Owner
    Product Marketing Manager

    Smallest test

    Run an internal smudge test and film it while the lab is booked.

    Why it works

    Commission an independent lab to test the keypad (smudge and shoulder-surfing resistance of the scrambled layout), the fingerprint sensor and the app's account security, and publish a plain-language summary with the method. Use the result on product pages, in comparisons and in PR; if any claim is not supported, reword it before publishing.

    Third-party proof turns a marketing claim into evidence, protects the brand from challenges, and gives reviewers and press a story.

    Risks and how to handle them

    • The test finds weaknesses

      Fix and reword claims before publishing; share results privately first.

    Evidence

    • Your websiteCatalogue: locks such as the Model X Flex Touch Fingerprint Deadbolt ($189.99), Lyro by Lockly Lasta WiFi Deadbolt ($169.99), Model 6S "Hack-Proof Keypad" ($189.99), Access Touch Pro ($254.99), Secure Pro Zeno latch ($329.99), Secure ProHT ($349.99) and Guard Secure Pro ($499.99); accessories such as the RFID Access Card ($14.99), Removable Thumbturn ($14.99), Wireless Sensors ($29.99), Smart Deadbolt Retrofit Kit ($34.99), Rechargeable Lithium Battery ($79.99) and TapCom Plate with up to 6 months' Premium ($19.99). "Shipping Protection by Route" ($0.98) is listed among the products.Source
    • Your websiteHomepage and store (checked November 3, 2026): a Shopify store titled "Fingerprint, Smartphone-Control Smart Locks | Lockly®" promising "patented PIN Genie™ technology, HD video, 2-way communication, 3D fingerprint access, remote unlocking"; 38 products from $0.25 to $699.99 (median $189.99) in 20 collections; Shop Pay, Apple Pay, Google Pay and PayPal; banner "11.11 Celebration - Limited Time Free shipping over $149"; a Klaviyo newsletter and 7 testimonials but no case studies.Source
  • 23

    Lockly already lists an /agents.md file in its sitemap, a sign it expects automated shopping assistants to read the store. But the facts those assistants need most (door thickness range, backset, bore sizes, Apple Home, Matter, Alexa) sit in FAQ prose and retailer Q&As rather than in structured product data.

    Medium impactMedium effort First result in 2 months E commerce Manager

    First action

    Add thickness, backset and ecosystem fields to the product metafields.

    How to measure it

    Assistant and shopping referrals

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Define fields

      Fit and compatibility attributes.

      E-commerce Manager 2 days

    2. 2

      Fill metafields

      From the idea 1 spec table.

      Product Manager 1 week

    3. 3

      Add markup

      Product structured data on each page.

      Shopify Developer 1 week

    4. 4

      Update feeds

      Shopping feed and retailer feeds.

      E-commerce Manager 1 week

    5. 5

      Update agents.md

      Point to specs and the fit check.

      Shopify Developer 1 day

    6. 6

      Check answers

      Ask common fit questions monthly and log results.

      Growth Marketing Manager monthly

    First result
    2 months
    Cost
    Developer time
    Owner
    E commerce Manager

    Smallest test

    Add structured specs to the top three locks.

    Why it works

    Add the door-fit spec table from idea 1 and per-model compatibility (Apple Home Key, Matter, Alexa, Google, Z-Wave) to each product's structured data, product feed and /agents.md, in consistent fields. Keep one source of truth so the site, feeds, retailers and the fit check agree.

    When a shopper asks an assistant or a search engine "which smart lock fits a 1-3/8 inch door and works with Apple Home", the brand with clean structured specs is the one that gets named.

    Risks and how to handle them

    • Specs drift between site and feeds

      Generate all outputs from the same metafields.

    Builds on

    Evidence

    • Your websiteSitemap (248 URLs, checked November 3, 2026): 168 blog URLs (newest September 3, 2026), 34 products, 26 pages including /pages/airbnb-vrbo and /pages/limited-warranty, 18 collections and an /agents.md file. Many posts were re-dated July 17, 2026 but keep old years in their addresses, such as "the-connected-home-devices-you-need-in-2023", "what-you-need-to-know-about-biometric-locks-in-2023" and "locking-it-up-how-to-make-your-airbnbs-more-secure-in-2024"; others include "why-you-need-a-second-smart-door-lock", "8-tips-to-maximize-your-smart-lock-s-battery-life" and an elderly home safety checklist.Source
    • Help centerFAQ, "How do I know if my door fits a Lockly® lock?": "Before purchasing, it's a good idea to measure your door's thickness and backset accurately" and "compare these measurements with the specifications provided by Lockly". There is no fit checker. For doors under 40mm thick the FAQ points to "operation videos and reminder stickers"; deadbolt editions use 6-pin cylinders and latch editions 5-pin.Source
    • Retailer Q&AA shopper at a hardware retailer asked "How would I tell if this Lockly set and rekey kit fits my door's specifications?" The answer needs five checks: "door thickness 1-3/8" to 2", 2-1/8" cross bore, 1" edge bore," "a 2-3/8" or 2-3/4" backset", plus door handing.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on November 3, 2026, and cites them throughout. Lockly did not commission, review or endorse it, and Programmable is not affiliated with Lockly. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Lockly runs its business.

Something wrong, or do you represent Lockly? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Door-fit check, one answer per FAQ question, pinch-zoom, lighter homepage scripts, review invitations, dated blog posts and owner accessory shipping.

  2. Days 31 to 6011 ideas

    Owner revenue and proof: battery reminders, app fixes, the host bundle, TapCom for other brands, comparison pages, a model picker, install videos and emails, second doors, simpler returns and a tool audit.

  3. Days 61 to 905 ideas

    Commit to the big bets and wildcards: a LocklyPRO installer program, the Matter upgrade path, self-serve for small landlords, public proof of the keypad claims and machine-readable specs.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value patient, knowledgeable support that walks them through installation. The most cited problem: not knowing whether a lock fits their door.

  • Fingerprint and keypad entry without keys
  • App alerts and activity logs that lag or miss entries
  • In their words: “fingerprint”

Market

Competitive landscape

5 competitors compared: Schlage, Yale, Aqara, Ultraloq (U-tec) and 1 more.

  • Gap to exploit: A fit check that tells a buyer, before checkout, whether a lock fits their door
  • Schlage: Higher prices ($199-$399)
  • Yale: Less biometric focus

From the team that wrote this playbook

All products
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