Let’s imagine I arrive at your site — or Google your company — and I’ve got my credit card on the desk in front of me: I’m ready to buy.
But, after a few minutes (or, more likely, a few seconds) I close the browser and make myself a cup of tea … without buying a thing.
I was ready to give you my money. But something I saw on your site gave me serious doubts.
What was it? And how do you fix it?