How wikis help brands increase their conversion rates

If you run a business and every day you get thousands of people to visit your shop. However, nobody among those people buys anything from your store. Would your business be able to survive? The more people among those thousands of people buy from your store, the more chances your business has of surviving and growing. This is what conversion rates are, the number of visitors, you convert into customers. Most brands hire professional wikipedia page creators to use their expertise to create wikis so that they can use their wikis to increase the overall conversion rates of their online businesses. What other techniques can be used for this?