When CRO isn't CRO

Conversion rate optimization isn't always about the sales funnel.  On average, 96% of your visitors didn't come to buy.  Your marketing team focuses on getting you more traffic that's ready to buy, and your CRO team focuses on making sure those visitors who are ready or almost ready to buy, buy from you.  

If a customer who is just browsing, enjoys her experience, she is more likely to return to you when she's ready to buy.  But, most websites only have offers for visitors who are already interested in more information and looking to buy, leaving the "Browser" with nothing to do.

Giving something to the other 96% of your visitors will greatly increase your chances of seeing them again.  What can you give your visitors?