Big purchases or small, TRUST is a key element to two individuals or two enterprises completing a sale. Online, trust building is critical and comes from many elements in the customer experience with purchasing from your website.

I was talking to my friend and business coach Gary Schoeniger after the holidays, and asked if he had done any online purchasing for his gifts. He had, much like a growing number of people who do not have the time and find it extremely convenient to have something shipped right to their home vs. fighting the crowds. One purchase in particular, though, had left him truly un-impressed with his online experience.

Read more about this online shopping experience and think about how you are engendering trust with your customers.