Last year, I wanted to buy a used piano. What do I know about pianos? Nothing. Before I could make an expensive purchase of a product I knew nothing about, I first had to find a company/person, who I could establish a relationship with and who had gained my trust.
In order to accomplish this, which BTW, is crucial for customer retention, your site/business MUST have a human side. How exactly is that accomplished when you and your client never relate face to face?
Take it away, Pamela Hazelton of Practical Ecommerce.