To ensure your website remains relevant to your target audience, you must have a plan for continually gathering user feedback.

You need to find out what your visitors think of your site's performance, visual appeal, ease-of-use, content and functionality.

One way to gather user feedback is to conduct online customer surveys.

Online customer surveys help you ascertain user attitudes to your existing site, and can be a valuable form of input when prioritising future work.

Online customer surveys should be kept short and include some sort of inducement to fill them out.

You should also pay close attention to customer service e-mails.

By analysing the nature of customer service e-mails, you can find out where people experience trouble using your site and what information is lacking.

You should use this feedback to rework your Frequently Asked Questions (FAQ) section, improve your design, and add or reorganise content and functionality. B&BD