Set perimeter
A conversion rate can divide orders by sessions, users, or page visits. Note the definition your tool uses before comparing two periods. Separate organic traffic, email and advertising if their paths differ.
Watch the path
Measure product views, additions to cart, checkout starts and purchases. If many visitors leave before the sheet, check the landing; if they go to payment, check fees, payment methods and errors. An overall average often hides a blockage on a category.
Change an important variable
Correct an actual information or error first, then keep the modification date. Compare with a compatible period taking into account the season and campaigns. A rate increase on few orders may be noise; also look at margin and returns.
Official source: https://support.google.com/analytics/answer/12924131.
Put it into practice
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