On a typical lead generating website there are 5 situations where visitors can be running into obstacles that prevent them from achieving their goals, thus leading them to abandon the persuasion process.

Scenarios	Common Problems	Preventive or corrective measures
Finding Visitors can’t find the right area of the site where the product is described.	Search engine ranking is not effective Internal search engine is not accurate Website navigation is confusing	Improve Search Engine Optimization Improve internal keyword search to highlight products Simplify navigation. Merge similar functions together. Group related items together.
Selecting You aren’t giving visitors enough information to select the right products for them. They can’t tell the difference between your offerings.	Similar product images Similar product descriptions Too many options to choose from Product descriptions are not well formatted	Reduce distractions, remove distracting elements on the web page Provide a product comparison feature Reduce number of options presented Write clear descriptions with good text formatting (one-column mode, paragraph breaks, bullet points, …) When showing multiple offers, emphasize a product suggestion
Deciding Visitors can’t decide if the selected product is going to meet their needs or desires.	Unclear unique value proposition	Describe benefits of using the product instead of product features Provide trust, security Show examples of product usage or product application Use testimonials from other customers Try telling for who is the product appropriate instead of targeting everyone
Submitting Visitors don’t know how to manifest they are interested in a product.	Confusing or unclear Call to Actions	Clear, distinctive Call to Actions Repeat Call to Actions but be careful not to clutter the interface
Checkout Visitors can’t complete the submission process to place an information, quote or demo request.	Complex form filling Long forms Lack of trust	Reduce friction in forms, improve clear and non-blocking error messages, … Question if each form field is really necessary and remove as many fields as possible. Improve form usability Do inline validation instead of delaying error messages

An image worths a thousand words…