A good website is about giving the consumer what they want when they want it. There is no shortage of tools available for you to test how your site is delivering on that promise. By looking at your sites user experience with a critical eye, you can see what aspects of your site are providing an optimal experience geared towards conversion and which parts are driving your customers away. Gone are the days where you had to buy really expensive software or hire a consulting firm just to create a usability test let alone report on one. My list of favorites start with collaborative wire-framing and quickly moves to real users testing your site, there’s so many to choose from, pick what works for the stage you are in.