Imagine for a minute… a person has just arrived to your website. He/she knows what you’re talking about. He/she is an important customer. He/she has a relevant topic. He/she is interested in your content.
You may be all excited now; that now he/she’s going to do something you’d like him/her to do. You want it.
But the reality is harsh. Chances are, after looking at a couple of pages, the person will exit your site, never to return again. He/she was a potential customer, but he/she didn’t buy. He/she didn’t even look around to see if you had any freebies.