There’s a simple explanation for poor web site sales conversion. The biggest reason visitors don’t buy anything is because the site isn’t designed to sell – it’s designed to give information. Think of your web site as a Virtual Salesperson, like many sales people, it talks too much. Dazed and confused, the visitor floats around from section to section in the site with no set destination.
A Salesperson knows that there is a purpose to a sales call; your website should have the same purpose – to close the sale or earn the right to continue to sell to the prospect when they are ready to buy.