Unless your store is a big established brand that most people already know about, building social proof and trust is a must.
On the homepage, you can add elements such as:
- site-wide testimonials (not product-specific)
- “As Seen On” logos
- facebook likes
- number of customers
- number of reviews
- how long you’ve been open
On category pages and/or product pages, you could test behavior notifications (e.g. purchase) (see #149). I recommend avoiding them on the homepage, and making sure they’re ultra relevant if you do add them.
Non-ecommerce websites can also be good inspiration. For example, ABTasty’s section above the fold quickly and effectively establish credibility and social proof, with awards, and logos.
Could you do something similar for your store?
If you have won any awards, you could feature those. If your brand has been featured in well-known magazines or websites, you could put those logos there above the fold.