Challenge assumptions
One of the main issues teams face when improving their websites, products and services is that they are too familiar with them. When we know how the website works, we know exactly where the information we need is or how to complete a desired task. That isn't the case for users new to the website.
Making changes based on assumptions is a risk and can lead to bad experiences for your users. Feedback from your users can help you make the right changes and avoid making costly mistakes that confuse your users.