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Your existing customer base can be a goldmine. Not only are your customers more likely to purchase from you in the future, but they are a virtually captive audience whose opinions you can solicit when you want improve your site and sales. Do not be afraid to ask your customers what they like and dislike about your business, in general and relative to competitors. Ask them what they would like to see, and what products they are looking for. Understand the challenges they face and how they respond to those challenges. This information will give you special insight to you target audience and can help you focus and personalize your products, web site, and marketing campaigns to respond to your customers' needs and desires. As you use this information to redesign or start new marketing campaigns, use your site tracking analysis tools to understand what kind of activity these campaigns generate.