Optimize, Test, Repeat

First, integrate Google Analytics (or another analytics platform) with your e-commerce system. Here I focused on Google Analytics (basic service) because it is free and intended for marketers vs. webmasters and technologists. This service generates real-time statistics about a website’s audience, traffic sources, content and conversions. With Google Analytics you can determine if your visitors and donors originate from referral sites, direct hits to your site, search engines, e-mail campaigns, social-media networks or mobile devices, allowing you to clearly see what drives the most traffic.