When setting up your site you should be aware early on that using the internet implies certain barriers for your customer that may influence your success.
The barriers can be viewed in the light of the customers' buying cycle.
To capture a client with an interest, but without knowledge about your existence, you must be findable. You must prepare for being as findable as possible. Part of this is SEO, search engine optimization after launch. But be aware that good seo needs good preparation in advance for Search Engines.
To generate interest, you must market your site and product so that the client knows your are there. A marketing campaing must be prepared.
Once you get visitors, you have other issues to think about:
Your site must be accessable for your clients
Your site must be easy to use: define your site with high standards of usability.
Having your clients on your site, and having them looking around, there still may be barriers for a conversion:
You must really be able to offer what the client is looking for: your backoffice processes like stockcontrol and online shop should be synchronized.
The site must generate as much trust for your clients as possible.