Marketing Is Both Internal and External
Many companies spend lots of money attracting visitors to their site, but when these potential customers arrive, cease to market to them. That is, they just offer the product or service and hope that the shopper buys. By pulling a potential purchaser to your storefront, you have accomplished a very important thing: Your unique selling position garnered the visitor's attention. Why not exploit it?
Place banner ads around your web pages announcing special deals or directing customers to a closeout section, offering an opportunity to sign up for your email newsletter or promotional mails, enticing visitors to enter a contest. Set up a one-page "First-Time Shopper" experience that answers a visitor's most pressing questions about buying from you; then direct first-time shoppers to that page.
Don't miss the excellent internal marketing opportunity offered by your web site. When done well, it pays off.