As the adage goes, you can drag the horse into the water, but you can't make it drink. The same thing is true for businesses. You can make potential buyers view your products and what you have to offer, but you can't force them to buy.
Looking at your products and services is one thing as it is free, but buying is a different story as they have to spend their money. This is why you can easily see people coming to your website resulting to increased traffic, but it does not always lead to actual sales. What you want is to convert your traffic to actual sales.
In a way, this is frustrating. It is like having a shop in a mall where people keep looking at the items you sell, but no one goes to the counter to pay. They just keep looking and leave when they are done. For online stores, it is the same stories. People come and see what you offer, but end up closing the tab.
It is even worse when you realize that your direct competitors also have increased traffic, but they end up getting your target buyers. They have better sales records than you. If this is the case, you must be doing something wrong.
You have to start by evaluating your website. Make sure that it works both for laptop computers and mobile devices. You also have to evaluate the content. Is it appealing? How often do you update it? Are there appropriate images and videos? Once you see where the mistake is, you can easily correct it.
Below is an infographic that tells you the best ways to increase your conversion rate. Soon, you will see more people visiting and buying too.