Web and social analytics are a crucial part of this process too. Use your analytics tools to figure out what's working and what isn't.

Consider the following:

• If you see that 100% of your site visitors are bouncing - well, your website must be confusing, ugly, or simply does not load.
• If you have a Contact Us form that no one has ever filled out - remove it.
• If 80% of your customers abandon their shopping carts - well, maybe your products or shipping fees are too expensive or your checkout experience needs to be reworked.