I told a client recently that too few people were signing up on the Pay Pal page compared to the people visiting the page. In other words, analytics showed visitors were going to the "Buy Now" page and then not signing up. Of course that got me wringing my  hands and wondering why.

Then today, I was heartened by this graph of the results of a study by McAfee. Basically it says that nearly 2/3rds of the people hitting the "Buy Now" page delay their purchase. It only makes sense and reflects real life experience, at least in my case. I've done it myself: pressed the "Buy Now" button and then had second thoughts and then bought later.

The McAfee study suggests some reasons why this happens.

Oh yes. My client successfully sold out the event she was marketing.