Gather some feedback

You have a handle on how many people are finding your site (and how long they're staying there, so let's dig a little deeper and figure out how many many of them are becoming your customers. For, as the saying goes, when you know better, you do better. That adage certainly applies to your site's conversion rate, the percentage of casual visitors that convert to paying customers and to users' opinions of your site. The next step in your discovery process, beyond the site statistics even, is to gather and evaluate the sales data and as much customer feedback about your site as you can muster. This information will help you even more as you begin to construct your new site, as it will tell you what's working (and what's not) about your existing web presence. For instance, if you have a particular "call to action," like a two for one offer or a bestselling product call out that's really prominent in the data, put that on the list of "things to keep". If you find you have a page that one one ever goes to or that people are complaining about, definitely put that on your list of things to leave behind.

So where to look for this golden information? Well, you can start by looking back at the history of sales on your site. Looking at your sales statistics (or sales stats) will give you a clear picture of what's selling and what's not, so you can further hone your ideas of what you customers really want and hopefully give them more.

To borrow another adage: You can't know where you're going unless you know where you've been. Now is the time to gather up the current sales information for your site, so that you can get a clear picture of your baseline and set some goals for improvement. After all, you don't want to put in all this effort, only to be unable to tell if your numbers are going up. You should collect and evaluate your sales data on a regular basis, at least monthly, if not weekly. You'll want to determine the following information.

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