Build customer confidence with a clear site policies page. Your site should post the following policies:

• Return Policy
• Exchange Policy
• Shipping Policy (speed, normal shipment schedules, etc)
• Customer Service Policy
• 100% Satisfaction Guarantee
• Privacy Policy

You will be surprised how many shoppers go looking for this info prior to making a purchase. Don't hide these pages in the small print. Make them obvious and use them as a sales tool.

Always offer a 100% satisfaction guarantee. Stand behind your products and show customers that you are willing to offer them a superior customer service experience.

For example, take a look at the SkiTube.com policy page. This retailer sells equipment for watersports, offering a variety of ski tubes and accessories.
They entice customers to buy through a clearly defined mission statement.

No matter how you look at it, clearly stated company policies give buyers confidence.

Feel free to email me or post in our forums if you would like to discuss the topic further. I hope you enjoy this series and that it helps you with your site.