Recorded actions
What happened on the page, form or account, using one conversion definition.
Analytics and CRO
Trust the measurement before changing the page.
Your reports show activity. You need evidence for a decision. Check what is measured, where the journey breaks and which change is worth making.
Start with the decision the data must support.
The business question
Which change should we make next?
Journey evidence
Where people encounter friction, drawn from relevant behaviour and research.
Business outcomes
What reaches the CRM or order record, including missing and uncertain links.
Agree the definitions and coverage before interpreting the result.
Choose the part that needs attention.
- Measurement
- Can we trust what is being recorded? Review the measurement and agree any corrections or setup needed.
- Conversion
- What should we change on the journey? Review the agreed pages and prioritise changes against the evidence.
- Decision support
- Which business decision should the data inform? Agree the relevant data sources and analysis question.
Questions about analytics and conversion
Should we start with analytics or conversion work?
Start with measurement when the important actions cannot be observed reliably. Conversion work can then examine where the journey needs attention and how a change can be assessed.
Do we always need an A/B test?
No. The available traffic, measurement and technical access determine whether a test is useful. Research and direct fixes may be a better next step.
Does a review include implementing the changes?
A review identifies and prioritises the agreed findings. Setup, design, development or testing are described separately when you want them included.
Make the next change measurable.
Tell us which action matters and what you need to understand about it.
Useful context to share
- The action you want visitors to take
- The reports or tools you use
- The page or decision in question