Having conversations online, by text or (shock, horror) in person can give great insight into issues with your online presence, or hints at what could be improved for your business as a whole.

Talk to your call centre – they are an incredible source of information:-

• qualitative data such as users requests and complaints that could easily be resolved by having the right content for them,
• quantitative data on callresponse times, average call length and so on.

These changes can then be tested and measured against the required outcome, which could be as straightforward as having price lists and descriptive product details easily available online.