Offer free shipping on orders over a set amount and send it on the most economical service that provides you with some security such as royal mail signed for. Don't offer free next day delivery: this is a premium service and you can still charge for it, Amazon does! You can also use a third party fulfilment house that will be able to give better shipping rates.
2. Security, Security, Security
If you are not the most well known of businesses you are going to need to gain shoppers’ trust fast. Everyone has some experience of online fraud and it is all pervasive in the media. If you do not display SSL certificated and PCI compliance you will find customers shopping elsewhere.
Display the certification and demonstrate your PCI compliance. It does not have to be big, have it neatly on the homepage and in your checkout.
3. While we are on the subject of security
If you do not display your customer support email and phone number predominately it might make you look a little less than reputable.
Display your customer support email and phone number predominately and make sure your terms and conditions are easy to find as shoppers will want to check out your returns policy particularly if they are buying items like clothes.
4. Furthermore ... on the subject of security
How good does your checkout look? Does it look significantly different to the rest of your site? Does it look old fashioned? These are all aesthetic issues that can make a buyer uneasy.
Spend some time and money making the checkout look professional. Poor design smacks of unprofessionalism and they may question your security. Ensure that it is simple to use and it does not have too many stages.