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I have a site where some customers buy 8 - 10 items in one order, and some buy only 1 item. It seems that each item purchased represents a conversion...so in figuring my conversion rate overall, should I count only the visitor and his one 'order', or each item as a separate order?
Sounds nitpicky, but I recently did a lot of work to better the conversion rate and saw no increase - However, there is a huge increase in income because the visitors are putting more items in the cart.
Thanks for you thoughts on this.