Many webmasters have their sites up and running and are getting plenty of traffic, but no one is buying. Assuming the site is decent overall and isn’t in obvious need of a complete redesign, what else can a site owner do?
For this kind of situation, there are three actions to take:

1. Your traffic should be targeted.
If your website is getting traffic, but it’s not targeted, that’s where you should focus your attention first. Untargeted traffic isn’t useful because the visitors who come to your site aren’t interested in what you’re selling. You must ensure that you are seeking to attract potential customers by identifying a narrow niche of people whose needs match the solutions you provide.

2. If your traffic is targeted, figure out where you are losing visitors on your site.
In order to identify what needs to be fixed on your site, you first have to establish where the root of the problem is. Looking at the site as a whole generally won’t do, because you need to know specifically where the breakdown is occurring.

Study your traffic logs and find out where your traffic is dropping off (if you don’t have a good tool to analyze your traffic, invest in one). We provide each Quick Easy Web Site account with two feature-packed online stats programs to show you who visits your site, where they came from, what browser they used, etc., allowing you to analyze at what point visitors are abandoning your site.

Concentrate first on figuring out exactly what pages need to be fixed –only then can you work toward fixing them.

3. Once you’ve identified the problem pages, it’s time to start tweaking your site one element at a time. Put yourself in the shoes of the visitor and determine what information might be lacking on a page that would help a visitor find what s/he needs or might be difficult to understand.

If you follow this systematic approach, you’ll be well on your way to turning those visitors into buyers.