Virtual storefronts are essential windows to your brand, and they can be plenty lucrative, too. Consumers are increasingly comfortable buying skincare, makeup and fragrance digitally, pushing online beauty product sales up 14% from 2015 to 2016, according to 1010data. Even after beauty behemoths like Sephora, Ulta Beauty and Amazon take substantial shares of the over $400 billion in US beauty sales, there’s still a lot of loot left on the table for brands to capture on their direct channels. But clunky and ill-conceived websites zap possible profits and cause beauty shoppers to think poorly of brands both on screens and at retail. Here are eight key practices beauty brands can employ to make their sites sing and maximize e-commerce sales.