Search Engine Land suggests that a competitive edge can be gained when you connect more closely with customers. According to this report, By integrating web analytics data with user opinions, companies can combine user feedback directly with behavioral information.
"Customer feedback can help you increase satisfaction, loyalty, retention and conversion rates, so web site owners should carefully consider the most appropriate feedback tools for their needs. You may have shopped around, or even experimented with a feedback tool or survey. Internet surveyswhich come in a variety of formats including emails, online pop-ups and survey landing pagescan be useful in extracting answers to site-level questions, such as: 'Where did you hear about our site?' 'What are you looking for?' 'Who are you?'"