Small businesses looking to increase sales could start by amending their websites to be more effective at capturing customers' attention.
This is according to Jim Edwards of the Virginia Gazette, who recommends taking simple steps such as using effective headlines at the top of web pages to catch the eye of consumers.
"Headlines tell your visitors the topic of the page and quickly help them determine their interest level," he explains.
"The most effective headlines often centre around specific offers, not general statements."
Mr Edwards also suggests focusing the sales message of the website on the actual benefits of the firm's products and services by explaining exactly how they can fulfil the needs of consumers.
A clear call to action is also a must to prompt web users into taking the next step, he comments, whether this is picking up the phone to call the company or proceeding to its online store to make a purchase.
The most recent IMRG Capgemini e-Retail Sales Index revealed that British shoppers spent £4.4 billion on internet purchases in August, representing a 15 per cent year-on-year increase.