If possible, immediately after presenting the price in your web page sales copy, present a bonus (or even better, a number of bonuses) that you will ‘throw-in’ for free as part of your offering. This is not something that you absolutely must do but it will strengthen your offer substantially.
When looking for bonuses, try and find something that has high perceived value to your visitor but costs you little (products or services that have an extremely good margin).
Great examples of low cost bonuses are electronic informational products (e-books, ‘wallpapers’, software, etc). They cost a set amount to create, but then you can distribute them again and again for very little outlay.
Bonuses are perfect for easing past visitor hesitation to participate.
If you can’t think of anything that you can offer as a bonus perhaps you are able to offer a discount that is available for a “limited time only”. This also creates urgency and a ‘call-to-action’, prompting them to buy sooner rather than later.