Gather feedback from the frontlines
This is similar to the first idea, but instead of asking an internal team, you ask your customers directly via tools like live chat or in-page surveys to uncover areas of friction at the point of conversion. Follow this rule Embed a tool like Olark (live chat) or Qualaroo (survey) on your landing page. For live char ask questions like “What prevented you from [insert description of conversion goal] today?” or “Can I help with any questions you have?”.
Use surveys to ask multiple choice questions to establish a prioritized list of issues/concerns. For more information on using this strategy to inform your conversion optimization strategy, read this case study that used Qualaroo to survey customers (and gain some surprising insights). For more user feedback tools read “The Top 10 User Feedback Tools for Improving Conversion“.