Getting customers to your website is only part of the challenge when it comes to running a successful online retail operation.
The other part is ensuring your site is not just functional so that people can complete to their transactions, but is also trustworthy.
John Borthwick, director of Fifteen Digital, admits there are challenges when it comes to creating an online payment system, but the best way to ensure the system is secure is to be PCI (Payment Card Industry) compliant.
PCI standards apply not just to the merchant, but also cover the hardware, software and best practice.
Letting customers know they can trust you
Once you know your operation is secure and compliant, it's time to let your customers know too.
"In terms of in the URL, you can make sure that it is in a secure domain, so making sure it is in https:// rather than http. A lot of websites certainly should have a site seal logo and the issuing certificate provider would provide the company with a logo they can put on their site," Mr Borthwick advised.
"Websites should be making a big deal of this, so it's not something you need to go digging for in order to find, it should be something that the website shows quite prominently."
Content also has its role to play in building trust.
Policies surrounding security, delivery, returns and customer service should be written in plain English and be easy to find. Businesses should also look to provide content that builds a relationship with the customer and educates them about their brand.
Research shows 60 per cent of customers feel more positive about a brand after reading custom content on its website, as highlighted in our infographic the Anatomy of Content Marketing.
What challenges do you face in getting customers to convert online?