If you have a shop with physical premises, a great window display is a no-brainer. How else are you going to convince people to come inside? Of course, what your shop front needs depends on the customers you want to attract. The display outside a seaside bucket and spade shop will be very different from that of a high end boutique.
When you have an online business, it’s easy to forget that the same rules apply. Your online presence, particularly your website, is a virtual shopfront and should be treated accordingly.