better way to learn than steal from what already works. This process can also help you answer some of your goal setting as it is not always easy to simply select your goals without some information. As you are probably aware, the top websites that show up in a search engine list are the most popular so start there. However, I would go down the list and check out some of the more remote websites. It becomes clearly apparent the gaps between the top and the bottom in terms of website design and marketing draw. The ones I find the best are the sites that mask themselves as informational but are marketing genius in disguise. They draw in users who return to the site and are willing to purchase from the site due to the "brand" image it invokes. On the other hand, the worst sites generally are those that fall prey to our pain points above, either too many products or sloppy content. Those sites offer nothing to a viewer due to the subconscious revulsion they inspire from the layout or the obvious sale listings which makes a viewer suspicious. You need to make sure you do not look like those websites but mimic the top websites.
The other point of this research is to figure out how your product will compete. If you are selling something relatively easy to find then consider how you will differentiate yourself - sales pitch, price, unique content, newsletters, etc.