Your potential customer is waiting for you to entice them. They’ve read your marketing material, they know what you you’re selling and they’ve thought long and hard about clicking the “buy” button you have on your sales page.
You’ve done everything you could do, and now you have to convince them to pull out their credit card and purchase what you’re offering. Even though you woo them with words and benefits, could there be something holding them back? Could it be something as simple as color?