Technology and architecture
Does your site work on all popular web browsers? Do you test this every time you install new software or change design and content? Are you collecting all of the information that you should?
You need to ask: Is my technology and architecture supporting or standing in the way of my objectives?

Security
You should never overestimate the price of an attack. It can be devastating to you and your website visitors.
You need to ask: Does my target audience feel safe on my site? Is that safety warranted?

Privacy and use policies
As the public feels greater infringement on their privacy, policies for privacy and "use" are becoming more important for online success. These policies should be up-to-date and meet all of the latest legal requirements.
You need to ask: Do my privacy policies instill confidence in my visitors? Is that confidence warranted?

Ease of purchase
Improving the online checkout procedure can be the single easiest way to increase online sales. By making it easier for your target audience, you are ensuring they won't feel the need to go elsewhere.
You need to ask: What are the bottlenecks in my checkout process? Is my checkout doing all it can to promote further sales?

Customer
Your site should address all of your customers' preferred methods of communicating with you. This could include an FAQ section, click-to-chat, email or a toll-free phone number. But how do you know which of these to include?
You need to ask: How does my typical customer want to communicate under different circumstances?