One of the Catch Factors I talk about in my eBook: Catch Me, If You Can, is Effort. Effort from the buyer's perspective. As in their consideration of whether or not their expenditure of time and energy will be paid for by what's at the end of engagement with you.
Whether your campaign is focused on generating initial attention or your buyers' choice to expand their attention paid to your company. You're only as relevant as the last impression you made with them.
Last week (I know, I'm so behind) Jon Burg posted design patterns of the big players. Which one are your interactions most like?
Ease of interactions and simplicity with payment for attention are key. Go look at Jon's post. This graphic representation should give you a contextual frame for thinking about what it'll take to get your interactions prepped for active buyer and customer engagement.