We are having a new website built and we are considering changing our website name at the same time. We have a successful business running our online store since 2007. Online sales are 90% of our revenue. In the years since we started, we have largely changed what we sell. Our web name no longer describes our primary products or our primary buyers. Since there will be redirects once the new site is built due to newer page structure, it seems to be a good time to change the website name too and only have one round of 301 redirects.
This is a big decision (gamble) and it should be based on solid research. We have google analytics to look over, but only for the past year or so, not all the way back to 2007 unfortunately.
We need analysis of how our customers find us now, how a change could affect our rankings and inbound links and large repeat customer base. We need to minimize "down time" while getting the new URL recognized.
While we are at it, we would like some analysis of what our competitors are doing for SEO and how we can beat them at it.