Rule of sales: Customer is always right.
Rule of internet: User is always right.
Of course, don’t take this too literally, but understand the message behind this. Right from the first click, your site must service the user like a shopkeeper must service a customer.
Guide them through the various options that your site offers at a good speed. Strategical assistance will do wonders in this field. Keeping the experience pleasant and user-friendly will guarantee a return and better ratings.
Don’t just communicate, SERVE.