Why Buy? Some things you need to make sure you do in order to answer this question.
1. Make sure you include testimonials from your satisfied customers.
2. Ensure that your shipping policies, return policies, frequently asked questions are listed prominently on your site.
3. Give them a reason to buy now - today.
4. Explain to them about security and how your order is secure.
5. If they don't buy then encourage them to sign up for your newsletter / literature.
6. Make sure to compare your prices to other sites - if your prices are more expensive make sure to list plenty of benefits / reasons why.