E-commerce conversion tracking: define the funnel before judging results

Editorial follow-up: avoid drawing conclusions from a tiny test
If one page version receives two orders and another receives three, the extra order does not establish a dependable improvement. Traffic source, timing and chance may explain the difference.

Define the comparison and decision rule before looking at results, and record uncertainty instead of forcing a winner. Where traffic is limited, watching a few suitable users attempt a purchase may identify clear usability problems without pretending to prove a precise conversion lift.