Don't Shrug

For example, if your donation process consists of three steps (or three Web pages), then look at how many visitors go to Page 1, Page 2 and Page 3 (the confirmation page). If you see that 40 percent of the prospects who clicked on Page 1 don’t make it to the confirmation page (Page 3), then you can assume there is some sort of obstacle or area of confusion on Page 2. And you can look at ways to identify the problem and fix it.