Time and resources are needed to both design and code the different pages for testing. Testing all pages involved in a conversion may use more resources than is needed. Using analytics to identify the right pages helps reduce time and cost.

Consider a mult-page conversion-to-purchase sequence e.g. 1. Register 2. Enter client details 3. Enter shipping address and method 5. Payment details 6. Review order and submit. We analyse the pages’ performance with an analytics tool, such as Google analytics, over time. If we analyse ‘exit page’ stats and see a high exit rate for one of the pages in that sequence – we know that there is a probably an issue with it that needs addressing. We can then design a split test for that page to see if we can improve things.