Rajlakshmi Borthakur explains how retail site owners can enhance the user experience on their websites in order to have a better ROI. Well, long story short: give your website some human qualities and features! After all, it's all about inter-personal relationship, so if you want your user feeling confortable in this relationship, provide credibility, reassurance, transparency and honesty (at least).
This may sounds like common sense, but it is worth saying it again and again and again. Your website is a media between you and your customer, it is you, so why would you like your website looking, talking and acting like a robot or a machine?
Source: Rajlakshmi Borthakur, UX Booth