What to fix first

Start with the questions where an assistant recommended somebody and it was not you. Those are the ones where a customer was ready to buy and went elsewhere.

After that, look at what assistants are reading. If they are reading a competitor's page to answer a question about your product, the fix is usually a page of yours that does not exist yet.

We put the list in the order we would work through it, and every item says what we would change and why.