People often cry "My website gets plenty of visitors, but they aren't doing anything!" By 'anything' they mean they aren't filling out that form, requesting a quote, buying something, subscribing to a blog or whatever other action is required.
This can be very frustrating, as after all that's why you spent all that time, effort and money to get the website looking like the thing of beauty that it (hopefully) is.
The process of turning a visitor (prospect or lead) into a sale (sign up, enquiry or purchase) is what is know as conversion. Your website could (actually, no – make that should) have multiple conversion goals to support different stages in the buying cycle.
And if it's not happening on your website, the question is "Why?" and that's what this article is all about. But first things first.....