There’s no one formula for creating a website that turns clicks into sales. But companies focused on making their website resonate with visitors are willing to test different tactics to see what works. Don’t be afraid to test different ideas — when you find something that sticks, you’ll know.

Customer surveys and focus groups are a great way to gauge customer opinions and gather valuable feedback. With a better understanding of your customer’s values, preferences and pain points, you can design a site that better serves their needs and converts into more sales.

Keep an open, consistent dialogue with your customers. This will help you keep a pulse on their feelings towards your site and company and allow you to intervene early if things get off track.