I was listening to a podcast buy an SEO expert. He was interviewing a client who said:
"I get lots of traffic to my website but very few of them convert."
The SEO expert began to postulate reasons why, "Maybe it's this", "Maybe it's that". I found myself shouting at the iPod asking, "Why are you guessing?"
This is a perfect example of why we place such great emphasis on understanding your customers, why they buy, and how they buy. Don't guess, ask them. A little bit of research and a few skillful interviews and you would know your customers' buying process well enough that the answer would be obvious.
Not only that. You'll know exactly what to do in order to fix the problem.