The average conversion rates on the internet are around 2% so on this logic for every 100 people to your website can only expect to convert 2 of them into customers.
Now do any of us really believe that of those 98 other people that have either clicked on an ad or done a search online non of them are willing to buy our products?
Sure some of them we can discount, some might be your mum, some might be a sneaky sales person looking for their next victim, some might just be randoms that have no idea what they are doing and some are robots trawling the web.
How many of the 98 would this account for? maybe another 10? maybe 20?
lets be conservative and say 30 so now we have 68 people that we think should be interested in what we do.
Some of these are not ready to buy right now they are in the research phase of the buying cycle and we will focus on these in a minute.
The others are ready to buy and probably will very soon but for one reason or another they decide that they are not going to buy from you on that day.
The good news is we don’t have to accept this as “the way it is” and there is a huge amount we can do to increase the numbers of those buyers that decide to buy from us right there and then. Instead of losing them to a competitor.