Have you noticed? Everyone and his uncle is offering advice on 'how to succeed online'. Expert after expert, armed with charts and graphs and MBAs has the definitive answer on creating a profitable web store.

By now, you've probably been overwhelmed by information on the importance of technical aspects – achieving search engine visibility, creating a network of links to your site, offering value added incentives, etc - in short, how to build up your traffic to get the customer in the door. But in this avalanche of ‘must do/must have’, there is precious little that addresses the core of online business success: why does a customer buy or not buy from an online store?

In the ‘real world’, savvy merchants understand that it is not enough to have a good product or service, not enough to have a convenient location, not enough to have happy, smiling salespeople, the biggest billboards in town, and a snappy infomercial.

If the customer does not trust you, he will not buy from you.

It’s that simple. And it goes double for the Web.
 

This series explores the dynamics of e-commerce trust, how you can make them work in your favor right now, and includes useful tools and references.

Contents:

"How do you establish a trust relationship on the Web?"
"Brand-name recognition."
"Effective Site Navigation"
"Transaction Fulfillment"
"Professional Presentation"
"Up-to-date Technology"
"Web-based Security seals of Approval"