Conversions. There’s a lot to discuss. So I’m going to try and keep this simple and stick to one small contributing factor.
A couple of the most recent Internet Marketing consulting gigs I’ve been involved with have been focused on improving conversion rates. Both are websites that don’t struggle getting a decent amount of traffic. The problem is that too many people leave without converting (in both cases the goal is to get people to sign up for a free trial of their service).
In each case there were multiple culprits contributing to low conversion rates. One of the biggest mistakes was the failure to gain people’s trust. Nothing, on either website, told users that the site was legitimate, safe, and could be trusted.