Actually every season is the time to do site testing! That being said, how long has it been since you bought something off your own site or ran some optimization tests of any kind?

With less than 20 shopping days to go until Christmas, now is the time to doublecheck your shopping cart for bugs, etc.

January is not the time to find out there's something klugy going on with your site.

At the very least do this:

1. Buy something off your own site. In fact, buy three things and ship them by different methods (overnight, two to three day shipping and ground). Find out how long they really take to arrive. Find out where the buying process gets most frustrating. Have someone outside your company buy something. You know your site a little too well. See what it's like for a new visitor finding their way for the first time.

2. Run some basic site analytics. Where are you losing them?

3. Look at last year's sales figures. Yes, the economy is worse. But, it's not always the economy to blame for low sales. Look at what's moving and what's not and how your site may be a factor.

Do it today. Reminder: December 12th - 15th are generally the biggest online shopping days of the year. Those are the days most people figure it's the last chance to order in time for holiday delivery.

No pressure!