New customers who come to your site have generally checked out your competition. They usually do not need any help deciding which product to buy, they are trying to figure out where they should buy the product they want.
With that in mind, does your website give any reason to buy from you, rather than somewhere else?
Don’t hope your visitors will work out why they should buy from you. Tell them. People are generally busy. They’re not reading everything on your website, they are scanning your content, so you need to make it immediately clear.
If you do not make it clear why customers should buy from you, you are making it easier for your competitors to make the sale.
So, take some time and figure out why people should buy from you. Every business is unique. Your appeal may be in your quick or free delivery, your gift wrapping service, your easy returns policy. Tell visitors why they should buy from your site and not others. Give them confidence that they are getting the right product at the right price, with the right level of service for their needs.