Focusing on subtle issues and carrying out regular testing are among the best things an internet marketing executive can do when optimising for higher conversions.

This is according to Dave Evans of ClickZ, who said that looking at factors such as whether the terminology used on a website is the same as that used by customers could help to keep web users on the site – as long as basic issues have already been looked at.

Using tracking platforms to see how consumers use the website in question can be a beneficial move for those hoping to find out how well their sites perform in terms of driving sales, while regular testing – with the help of analytics – is essential, he added.

"Who converts and who doesn’t? Which pages or views hold attention and which let potential [customers] simply walk away? Getting the overall site right can be accomplished through a disciplined process of trial and testing," Mr Evans said.

UK firms are estimated to spend £78 million on web analytics this year, according to a recent E-consultancy report.

News brought to you by ClickThrough – a best practice Internet Marketing Agency.

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.