Here's a few quotes which provide the drift:
- The ability to achieve truly dramatic improvements in conversion rates still requires a shift in “conventional” thinking. Design teams need to understand that while the goal may be conversion, the practice must be persuasion.

- Conversion is all about “the click.” We all understand the macro-level conversion, which is the business’s site objective. But it is important to realize that conversion also takes place at the micro-level — every single relevant click pulls the user deeper into the buying decision process. It’s imperative for sites to persuade prospects with each and every click.

- If conversion is fundamentally about completing your linear scenarios, and people rarely go about accomplishing their goals in a linear fashion – how are you designing to address the buying process behavior of the majority of these non-linear prospects?

- Persuasion is about meeting the buying needs of your audience. It’s a non-linear, multi-branched, integral part of your selling process – you present relevant information for your buyers in a way that suits you as the seller and hopefully allows you to make the case for buying from you.