I'm assuming you are connecting serial to CON4. Then SW4-1 should be at OFF or serial port UART (DCE) CON4 selected. Since this is a DCE device your signals at the DB9 connector are as follow: Pin 2 transmit, pin 3 receive. Verify your serial cable configuration, should be a DTE to DCE cable or one to one (not NULL modem cable)
Just a brief explanation, your PC is a DTE device and your board CON4 is a DCE. Connection DTE to DCE is wire to wire. Only PC to PC (DTE to DTE) requires NULL modem cable