I've had an e-commerce site for over ten years now. I sell physical products, not software.
I'm not a fan of marketing either - I've always bent toward the soft-sell and geared my site toward people who take the time to read about the products. I've always assumed people would just know the benefits right away.
But the economic down-turn, along with feedback from a variety of people has moved me toward a more "merchandizing" style.
Honestly, I think all you need to start are more examples on the home page. There are ways to do that without taking up more real estate or making it hard to see on a mobile device.
Contact me if you want some examples.
Ed Ferguson
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