The basics are you get your team together and make a project out of this. They survey what folk think about your current system then look at other sites to see how they work and then decide what to change.
There is no single answer here. Only you and your team can decide what to do next.
How do I optimize my shopping cart in order to serve better shopping experience?

Chowhound
Comic Vine
GameFAQs
GameSpot
Giant Bomb
TechRepublic