For many webmasters, the goal seems to be to attract as many visitors as possible. But if these visitors don’t turn into customers, the investment you made in attracting that traffic is wasted.

When considering whether your website is successful, you need to assess your return on investment based on the number of visitors balanced against the income generated from sales to this group.

But converting website visitors into customers is harder than attracting traffic in the first place. Time and again I come across websites that repeat common mistakes that can prevent visitors becoming customers and will inevitably lead to a costly failure.