And if they return, there is a better chance of response. Response means success. Try selling the steak, and not the sizzle. Keep it simple, see how that works. You may be surprised at the results.
Internet users are way above average in intelligence, education and earning power.
Until then, feel free to give it a shot, but keep your expectations of on-line commerce in check. No set answers here. Do your homework. Ask pointed questions. But more than anything, know what you want to accomplish with your WWW site.