Online, you really should get feedback from your customers as pointed out in this small blurb within the DamnIWish blog. There are two faces to support this theory – first, good honest feedback will help show you where along your transaction flow you could improve. Customers may provide valuable insight that you hadn’t thought of and some of these may well be quick and easy fixes – like tweaking the design to make the buy button more prominent.
The second reason why you really should chase feedback from as many customers as possible is that it demonstrates that you actually care enough about their experience to ask. Psychologically, it may even encourage them to come back for another bite of your cherry.