“First, consider what is the most critical action you want your customers to accomplish on your site – what is your primary conversion? For an ecommerce site, the purchase that a thank – you confirmation represents is commonly the key conversion. From there, work backward to determine the key steps a user takes to get to that conversion point. In checkout, it might be – in reverse order – order confirmation, order review, shipping/billing/payment information, and adding a product to the shopping cart.” (Kristi Olson ~ UXmatters)