E-commerce firms struggling to convert their website traffic into customers should take care they are not making common mistakes, according to an Econsultancy blogger.

Patricio Robles asserted that in many cases, conversions could be improved by taking note of a number of common pitfalls and being careful to avoid them.

He noted that consumers need to feel that their transaction is safe and e-commerce providers can accommodate this by processing payments through a secure server and joining an organisation such as the Better Business Bureau.

Furthermore, he said that online retailers should keep an eye out for anything that looks unclear on their site, including copy or missing details.

He explained that in some cases, adding a frequently-asked questions page - which includes contact details, information about shipping and the company's general return policy - can help to clear up consumer confusion.

A survey published earlier this week by Bearing Partnership indicated that e-commerce in the UK is set to enjoy further growth in the coming year, despite the recession.