Brands have focused on ads for a long time. A rebalance is needed:

Say your current conversion rate is 4%. Don't move things around too much because that could disturb the 4% who are currently buying.

The best way to get cold traffic to buy is via the power of storytelling. Here's why:

Words really matter.

A perception battle happening inside the visitor’s mind:

But where on the site should the marketer focus?

If you spend on advertising you'll relate to this:

And the product page matters because no matter how the shopper ends up on your site, it's on the product page that the shopper chooses between pulling out or not pulling out their credit card. And we very much want to be on the right side of that decision.

And it's not the whole product page that matters. The most important part of your product page is your product description.

Make no mistake about it:

To maximize conversion rates, don’t try to convert everyone:

How to think about your product pages:

Your product is great but the trouble is your sales pitch isn't engaging enough, the visitor is leaving too soon:

And the only solution for getting shoppers to linger longer is to craft a damn good sales pitch.