5. Consistency
You will often times hear a golfer tell you the most important part of a golf swing is 'consistency'. You would be wise to also strive for consistency. Your site should have a consistent look, feel, and design across all pages. It can be quite distracting and confusing to the viewer if each page in your site has a different look or navigation to it. It is wise to keep colors, themes, navigation and design consistent throughout the entire site.

6. Are You Credible
If your customers don't believe you to be a credible then all the time, effort and money spent in design and development of your site will be for not. Because of the impersonal nature of the Internet it tends to breed a certain level of mistrust. It's up to you to set the minds of your viewers at ease and create a level of trust.
Two ways that this can be achieved is through the use of a clear and prominently displayed privacy statement as well as your contact information. If you are unwilling to provide this information to your customers, how can they trust you enough to make a purchase?

7. Money Back Guarantee
There is no better way to put your customers at ease then to offer a no exceptions money back guarantee. It shows that you believe in your product or service enough to assume all the risk.

8. Make Payment Easy
This is perhaps one of the single biggest reasons why Amazon.com has become as successful as they have. Make sure your payment process is clear, easy to access and intuitive to use. Eliminate as many steps as possible. Do not ask for more information that is necessary to complete the transaction.
Be sure to monitor your web logs to see if there is a trend of your customers getting to the payment screen and then bailing out. If this is a trend then you need to rethink your payment process.

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