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

He recommended focusing on the following metrics as a starting point for further analysis on your site:

Number of visitors;
page views;
step-by-step conversion rates; and
sales per visit

And what can go wrong if you don’t use analytics? Gniwisch concluded that you can make “a particular mistake, then make it over and over again, because you don’t know it’s wrong!”