http://www.inc.com/magazine/20070901/turning-browsers-into-buyers.html
"Anyone who does business online worries about how to boost Web traffic. But traffic is only part of the story. Equally important is the conversion rate--the percentage of customers who actually buy something. On average, companies report that only 3 percent of Web surfers actually buy, according to a survey by Shop.org, a division of the National Retail Federation."
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