We operate several "content based" wellness e-commerce web sites. Here
are two that focus on two ailments: cholesterol and depression.
http://www.loweringcholesterol.net and http://www.depressionremedy.com

We have good positions for important keywords on Google and other
search engines. We have anywhere from 3,000-6,000 requests per day per
site.  Our main focus was to educate the consumer rather than just be
a "store front".  In addition, based on various e-commerce "best
practices" we incorporated good content, usability, navigation,
quality products, very competitive price, same-day shipping, very low
shipping fees, secure site, and references to clinical studies, etc.

Nevertheless, our conversion rate is very very low considering the
number of people visit these sites.  At this time, we do not offer
live operator, 800 number or international orders at this time.

We would like to know what could we do to increase the sales by
converting the "lookers" to "buyers". What percentage of sales are we
losing because we don't have a live operator with an 800 number? What
are the some of the other "best practices" or changes that we could
incorporate to increase the sales?

Please review the sites and be specific with the recommendations that
could be easily implemented.

I would try putting something like human click (even just a aol or
yahoo chat name) on you site or a free clone of it.  Even if you just
ran it during the day. It helps a company I do some work for with
there conversion rate.  Just being able to chat with someone gives the
person a sense of connection.  Plus some of your employess can do it
remotely, even with the kids screaming in the background. Know one
will know the difference.