E-commerce: How to Use Analytics to Plug Holes in the Conversion Funnel

2. Create a road map for testing. Once a budget is in place, determine which individual pieces of the conversion process you want to affect and in what order you want to change them, Gniwisch said. “You can change things on your home page and shopping cart at the same time, but be careful about changing more than one thing at a time on the same page,” he pointed out.