There are three types of main traffic you need to consider when addressing website conversion.
Cold, Warm, and Hot Traffic
Imagine a Billboard on the side of a northern Alaskan highway advertising, “Snow for Sale”. The only attention it would get would be a few laughs from the locals.
Sadly, that is the equivalent marketing strategy of most online businesses and a reason for failure.
Customers wander through sites like the characters in the movie "Dazed and Confused" with Matthew Mcconaughey