Website security is often one of the most overlooked aspects of an e-commerce website. This is also true in the brick and mortar store environment. You are more likely to make a purchase from a store/company you feel safe shopping with. If you were purchasing a piece of clothing, but didn't have time to try it on, you would be more likely to make that purchase at a store whose return policy is clearly displayed.

http://contemedia.com/blog/2008/02/22/showing-credibility-trust-will-equ...