Within a few seconds of visiting a site, the consumer should know exactly what the site offers. Prompts, guides and tutorials should be available to assist the consumer in case of confusion. The Web site should have a professional look that resembles other professional sites consumers have seen. This look should communicate that skilled and professional Web designers created the site. Consumers rely on navigation and site design to understand whether or not the site will satisfy their needs.
Consumers are impatient and are usually unwilling to wait for slow-loading pages.
The importance of the company's reputation and brand is an important factor for consumers choosing to do business with an e-commerce company. Businesses should build awareness with both offline and online marketing communications. Their branding and marketing efforts should inform consumers of the organization's benefits. Building relationships with consumers by creating a customer database and by sending updates and other notices to these consumers allows the organization to develop and to build its brand. These activities in turn also assist in building consumer trust.