Whoever owns conversion, a new hire, an agency, or you on the Monday you decide to stop guessing, needs six things on day one. Without them, the first month goes on hunting for things they should have been handed.

1. Analytics accessWith page-level traffic, conversion and a funnel by device, and someone who can explain how it’s configured.
2. The testing tool, if there is oneWith every past test, its settings and its results.
3. A list of site changesEvery redesign, app install, theme change, price change and promotion of the last year, with dates. Gaps are findings.
4. Customer wordsSupport tickets, chat logs, reviews and any survey answers, unfiltered.
5. Contribution per orderFrom finance, so offer and shipping changes can be judged on what they leave.
6. Authority to fixA developer’s time and the right to ship a fix without a test when research shows it’s broken.

Do this

• Ask for all six in one message today. Whatever comes back slowest is where the store knows least about itself.