• Poor spelling, grammar and navigation. Being a copywriter, this is my personal pet peeve! There's nothing less professional than misspelled words or poor use of punctuation.
• No "Contact Us" link on the homepage. Why should they trust you if they can't even ask a question?
• Omitted information needed for product selection. Why would they complete the process if they can't find what they need to know?
• Lengthy, complex forms asking for unnecessary information. Only require essential information—nothing more, nothing less!
• Lack of a secure transaction server. They need reassurance that their personal information won't be floating around out in cyberspace somewhere.
• Terms and conditions that seem unethical or deceptive. If you claim it, follow through on it!
• Unexpected redirects outside your domain. This causes uncertainty about who they're really dealing with.

To reduce anxiety and make visitors feel more at home, thus aiding in conversion, Follansbee recommends:

• A professional-looking, clean site with clear messages and easy navigation. These contribute to positive user experience.
• A clear privacy policy statement that outlines how personal information will be used.
• Logos and links that lend credence and credibility to your site.
• Timely and relevant testimonials. This is one of the best ways to calm consumer fears.
• Claims that can be substantiated on your site—not empty promises.
• Full information disclosure. This can be accomplished by using hyperlinks to more detailed pages if you're concerned about keeping visitors on-track.
• Contact information with names, phone numbers and pictures.

Anxiety presents a serious issue for affiliate marketers. But as you start to change your site for the better, you should see conversion increase and bounce rates decrease—and that's what it's all about. :)