jrockfl - 2:05 am on Apr 26, 2012 (gmt 0)

One of keywords gets about 10 referrals per day, but so far none of them are converting to sales.
I'm tracking with e-commerce in Google Analytics.

However, users that have heard of my company before do a search like company name keyword.
These are converting to sales.

How can I improve conversions for the users that have not heard of my company?