One of the big differences between buying online and buying at a store is the conversation aspect of the experience. At a store, I can discuss questions and concerns with a specialist. On the web, it’s more like a self-checkout experience. Clearly many people prefer to manage the whole process on their own (that’s the 4% that are currently converting on your site). But there is a portion of your non-converters that didn’t convert because they simply couldn’t navigate the self-guided route.
What if we could serve both shopper types? We absolutely can. This video explains how: