Conversion Rate Optimization

There's a chicken of the egg probem how do you get traffic and then convert it? You need both. If you don't speak to customers, you can't have takein educated guesses about what they're looking for. The information which isn't necessarily missing is just not obvious to them. It might be tucked away further down the page. And your advice is talk to customers. Hey, yu have free shipping listed on the web site but i didn't see it here. So how do you go through process of identifying your funnel and then figuring out what's broken and finding that customer who had that problem to solve?"