How to increase website trust?

I've been doing a lot of usability testing and feedback lately - I love feedback good or bad (knock wood)...

One of the tools I used provided me with a LOT of feedback, which helped me find a lot of problems - which I'm working to resolve.

I've asked the question whether the site is trustworthy, which mostly the answer was yes. But a few people repeated two things:

1) The comparison table shows that our product has many more features than the competition for a much lower price - "too good to be true" was mentioned a few times.
What can we do? raise the prices or reduce some features? 

2) Another thing that came up was customer testimonials, they need to be "more realistic" - what??? these are real emails I got from real customers plus permission to use the content. How can you get more realistic than that?

I guess my question is how do you improve the trust factor on your website?

Have a nice day! (if you don't trust me check out my awesome light-spot article right here on Flying Solo)

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