As with any communicative transaction, the audience must build themselves an understanding of the meaning of the message. A user will follow various schemas for relationship mapping, including one for commerce. The user also picks up implicit cues, often without realizing it , and it is to these implicit messages that commerce sites should pay particular attention. The user relies on information gleaned not just from your obvious message but from their impression of your site, and by extension from their impression of the company behind the site. Users will look at a site and wonder about the decisions that led to the features and problems they see, and a bad impression derived from a user judgment is very difficult to undo.
Users are unlikely to purchase from a site unless they are satisfied that the site is trustworthy.
A commerce site may also have a range of content, as well features that try to build community, such as chat rooms, forums, and contests, but without these two messages a commerce site will be hard put to accomplish any commerce . The obvious method to convince users to buy from your commerce site is to provide the customer with a pleasant experience. Reduce the chances of negative events, or the misapprehension of events as negative. You don't have to spend huge amounts of money to hire a bleeding edge design house, just make sure your site doesn't look amateurish. Choose your fonts, color schemes and graphic cues carefully.