Decades ago, door-to-door salesmen discovered a powerful sales technique: sticking their foot in your door. If they could keep your door open, they could buy more time to convince you to hear their product spiel. But you know that as an online vendor you can’t do that.
Visitors who don’t convert disappear as anonymous analytics stats and you have no way to find their door, much less get your foot in it. That’s why you need to use your unique value proposition to get your customer’s foot into your door!