The most helpful thing is that it allows us to see what our customers are searching for, which gives us an understanding of their needs and wants. It can be difficult at times to understand exactly how you should improve your site or page from one version to another as there isn't any real visual representation of this process. We have used whatsnext several times now and I would highly recommend them if you're looking for some professional advice in regards to improving your website's content and usability! They always give really good quality work so far every time we've worked with them.