The most efficient way to make your site more efficient

I use Heap to perform web analytics and define the product roadmap at a small, direct-to-consumer start-up that is built on a Shopify store. We are mainly focused on the acquisition, so I am mainly asking product questions around how our website helps and/or deters sales and how we can fix those features that are not useful with ones that are valuable to our customers. Since our category (baby gear) is a high-consideration, high-intent product category, we know our customers engage with many brands (and many times with each brand!), so Heap's unique ability to track the same user over time is a huge value add for us.