Comprehensive, correct, and current content and product selection feel solid. If a site has product photos, it should have good shots of all products. Haphazard, random content signal a brittle service. Connected to the rest of the Web with links in and out. Not being afraid to link to other sites is a sign of confidence, and third-party sites are much more credible than anything you can say yourself.
Isolated sites feel like they have something to hide.
Sensitive Use of E-Mail Users are extremely reluctant to give out their email address because they fear getting endless spam. Any time you have a need for capturing a user's email address, it is necessary to provide full disclosure of what will the address be used for. It is also necessary to give users the ability to control how much email they will be getting. For example, it should be possible for a user to place an order and be assured that the only email he or she will receive would be clarifications or confirmations of the order.