Reply #5 by backlinktalk
Editorial follow-up: connect a rate to the economics
A hypothetical page could increase orders by promoting a cheaper item, while reducing the amount left after fulfilment and support. Review contribution per order and total contribution alongside the purchase rate.
Also track whether refunds or service requests change. The most useful measurement reflects the business question being asked. A higher percentage is not a complete success criterion when the costs or quality of the resulting orders have changed.