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To provide a pleasant experience, you need to be careful in what you use - colors, text-size, graphics, animation and white space can add value to your site or turn it into a user nightmare. Test your site with people who will tell you truth. Just because you love it doesn't mean anyone else will. In general, aiming for a professional appearing site is your best option. Look for highest ranked, busiest sites in your business area and study layouts they use. Extract common features that you see on those sites. While other factors heavily influence traffic and ranking, appearance has a strong effect on visitors and sites that do testing evolve toward optimizing visitor behavior.

Keep in mind that a site's desired actions affect design and layout. You'll want to study sites where those actions are most similar to desired actions you target on your web site. If your goal is direct product sales, there's not much point in emulating a site that's optimized for newsletter sign-ups or AdSense.

If your main goal is direct sales (and if it is, then you need backend products too), provide incentives for customers to buy AND to return. The return factor is critical to a long-term strategy for success. Anyone who buys is your best possible future customer. Keep them, track them, make them special offers. Use coupons, discounts, special deals, customer-only offers and back end sales. Your customer base is your gold mine. Since they've shown enough faith in you to buy, do your utmost to never damage that faith. Treat them like priceless resource they are. Think long-term: successful eCommerce websites are all about value and customer service.