Do not ask for any more information than is necessary to complete the transaction. Nothing frightens a customer off faster than feeling that their privacy is being invaded. Simple Navigation Make site navigation easy and intuitive. If your customer can not navigate your site to find what they want, they will go elsewhere. Limit the choices and direct your customers through a sales process.
Consistency Make sure the site is consistent in look, feel and design.
Nothing is more jarring and disturbing to a customer than feeling as if they have just gone to another site. Keep colors and themes constant throughout the site. Make sure that your page is designed to maximize your placement. Focus on your keywords and keyword density but don't sacrifice your message. Utilize the meta tags keywords, description and title.