How educated is the market on the problem you are trying to solve? How tied down is the market to their current solution? Does your product have sufficient value to justify switching costs?

Assuming your product actually is better than what's already out there, it is up to you to figure out how to reduce friction for your potential customers. Have you reduced your signup flow to the least amount of pages and fields required? Are you able to showcase the value of the product even before they sign up? Are current customers able to easily share the product with others in a way that's also valuable to them?

A lot of this stuff sounds simple but many products don't get it right since some successful products get by without addressing it.