A good e-commerce web site should showcase positive feedback from existing customers. If your site has a testimonials or ratings section, include photos and quotes from real customers to show what people have to say. You can also ask for customer reviews, or create a blog for your customers to write about their experiences. But remember, make sure your website’s appearance is aesthetically pleasing without sacrificing its performance. If your website is a multi-platform one, opt for a clean, minimal design.