When your customer is deciding to purchase your product, they are often confronted with your product in a foreign environment. Why is it foreign? Because you present the product in a location or setting that is different from where your customer will be using the product. To successfully market (and ultimately sell) your product, you need to put your products in customer context.
This difference in presentation and the actual use causes some cognitive dissonance where the customer struggles mentally to make the purchase decision. They are trying to reconcile what they think they need and their personal needs with what they see, out of place, when buying from you.
Your store or website should help customers visualize your products successfully being used by customers where they will use them. Put your products in the customer context to help alleviate the mental struggle your customer is facing.
On a trip to Home Depot, my wife and I were looking for a stone border to use in our landscaping. The little label that indicated price near the products we were looking at included a little marketing to help close the sale:
Notice how the bland pallet of stones, which is completely out of context, is nicely complimented by a picture of how they will look in a yard. That yard could be your yard. That project could be your project.
The example presentation of the product in the context of the customer makes it easy for the prospective customer to visualize successful implementation after the purchase.
Consider how you present your products to customers. Are they shown with a bunch of other products like them? Are they shown with examples of how they would be used? Are your products presented in the context the customer will be using them?
Think about how you could better present your products on your site or in your store. Create a welcoming and familiar environment where customers can easily realize they are in the right place and yes, this is the right product to purchase.