We strongly stand by research. First and foremost, you need to know where your competition stands both on technology and user experience. We suggest starting with thorough research on your competitor’s websites to see what technology, features, and implementations they use, take a look at their website design, architecture, and pages, analyze the content, see what keywords they rank for, and what the users say about them. Make a list of what you like, what you already have, what you lack, and identify opportunities to be better than them.