There are many factors you must remember for effective sales:
Firstly, offer them a relevant content, so that they don't feel a waste of time on your website.
Secondly, use images that provoke them to make a purchase.
Thirdly, use content description that sounds fair enough and is not misleading. Too much bombing about your product features, may on the other hand adversely affect your marketing business.
Fourthly, provide them ample choices, while they are making a purchase. A hand full of choices will excite the buyers and make their shopping on your website a fun.
So go ahead and enjoy the sales.