Do you make a note of your online visitors that start to fill up their baskets with all manner of fantastic shows but then abandon their purchases before handing over their credit card details? Have you ever asked why? Is it the site navigation? Did they get bored? Simply change their minds? This might be a process that’s a little tricky for us not-for-profits having less technical expertise (or at least the budget to pay for the expertise) than the commercial sector, but if we can, we should be tracking it.