Having a great looking website that informs and delights is of paramount importance. However, just because someone is viewing your site, this doesn’t automatically mean they are going to become a paying customer. That’s why sign ups are a really important conversion tool. It’s a bit like being a shop assistant or owner. Someone wonders into your store and has a mooch around. They may even look quite interested in certain products but after a few minutes, they simply stop browsing and walk out. It’s only then you realise you should have walked over and asked if they’d like any …

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