What happens if your onsite analytics look good, but you still aren’t drawing conversions? Bryan Eisenberg of FutureNow encountered that very situation when he was approached with a site that sells kayaks. He found that the problem was not with the individual pages on the site, but instead, with the actual process leading up to the conversion.

After looking at the analytics, Eisenberg saw that not a single page had a bounce rate over 20 percent and no page had an exit rate bigger than 30 percent. However, the conversion rate was under 1 percent. In other words, customers did not know how to buy.

Site owners are often guilty of assuming the customer knows as much about the subject as they do, which is not the case most of the time. Eisenberg says site owners have to be aware of their customer’s needs and ensure confidence in their product with each click.

Customers need to feel like they are in control of the sales cycle and that they are not being taken for granted. If customers are confident throughout the sales cycle, they will likely convert.