Several tips have been offered to those in the digital advertising industry, including enhancing the customer experience and optimising ease of use.

Posting on the Econsultancy blog, Chris Lake observed that it is natural for those in the industry, such as online PR professionals, to "obsess" over conversion rates as even "a tiny increase" in these "can generate millions in additional sales for large retailers".

He suggested that marketers focus on unique selling points when vending products and services, while explaining to people why they should make purchases from their companies.

And it was also recommended that brands consider optimising their forms as it is effective in "driving sales and reducing cart abandonment".

"Clarity is essential, if you want to avoid frustration," Mr Lake said.

Meanwhile, firms were offered further advice by Ran of Photo Paper Direct who noted in an article for Freelance UK that page titles and descriptions should be limited to 70 and 140 characters respectively on Google to improve search engine optimisation.

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