Because standard web data captures only click based data you can't actually know if your top ten visited pages are really the the top pages your users wanted to see, your normal web data won't tell you how they feel about your site or what improvements they would like to see.

This is why gathering the voice of customer or VOC as it is sometimes referred to is so important. There are a variety of ways you could collect this voice of customer data, they could be through surveys, usability testing, on site feedback forms and even through on exit surveys.