Pathetic order form conversion

[tgm]

I measure how often each visitor visits what pages on my site - including the order page. I found that only 1 in about 10 of all people who clicked through to the order page actually made an order!

Do you know why people click through to an order page and then decide not to order?
Any tips on improving the rate of people ordering after they've reached the order page?

Thanks in advance for your help!

Joey

[Theo]

wanna show us your join form? Maybe it doesnt look trust worthy to the average surfer. Is it a custom one?