Where checkout changed
Cross-border demand is narrowing toward concrete transaction questions such as tax, returns, shipping, payment responsibility, and storefront rules, which is a better argument for narrow answer pages than for another broad strategy essay.
The best next move is to compress those questions into pages that answer one transaction problem well.
Do not trust one conversion number
The useful question is no longer whether a purchase happened; it is which step created the hesitation, missing fact, or measurement gap.
Check the event model
- Prioritize indexable pages for tax, returns, shipping, market differences, and storefront facts, then route homepage and daily traffic into them
- Keep the test narrow: one priority page with clear topic, source links, internal links, and a conversion action