It's been 18 months since I purchased a new, and what I call an entry level road bike. Searching the net, talking with cyclist I know and visiting several LBS helped with the learning curve.

Rule #1 from all sources, was find a bike that fits. Except, I found a couple LBS and some distant bike shops didn't put much emphasis into a proper bike "fit". One shop tried talking me into a women's 50cm, another a 56cm and the other shop said, "here, try this, it looks about right". No measurements, just straddle the top tube and "hey, looks like it fits".

Good thing I took enough time to take exact measurements and plugged these into an on-line fit calculator. I was armed and ready before I went looking to know enough to be a smart shopper. Turns out, I was correct on the size of bike that fits me best, and I didn't need a LBS employee to tell me this. Actually, I thought fit was pretty easy to figure out, it's not that difficult.

As for bikes. I agree on the frame being the most important. Some frames ride very harsh and could lead to very uncomfortable rides. As a general rule, I find aluminum rides harsh, very unforgiving. However, some frames made from aluminum do have a more forgiving ride. Still not as forgiving as steel or carbon in my opinion, but that's just me. You need to ride different frames to see what feels right for you.

When I was shopping, I compared on-line prices with bikes in LBS. And the first thing I noticed, was bikes with the same frame material, wheels and components, cost $400 to $600 more at the LBS. The only difference was the name of the major bike manufacturer and I assume the frame to some degree, although most all frames are built in China or Taiwan.

I did buy on-line and have no regrets. Purchased a steel frame with Shimano 105, FSA crank, Tektro brakes and Mavic CXP22 wheels. Still love riding the bike and have no reason to upgrade since the bike is still more capable then I am.

My only problem is, whenever I talk bikes with the staff at the LBS (there are 4 of them), I'm reluctant to talk about my specific bike. Since I didn't purchase a bike from them, I really don't have a "home" shop, and that does count for something.

The main thing, is buy a bike that works for you. Keep investigating what you'll need and want.

All the best....

I'm glad that worked out for you... I think there are a couple lessons to be learned there. Like:
-- Not all LBS's are created the same. For some, what fits you depends what they have in stock or can't get rid of.
-- If you know as much as the guy at the LBS, you can do much of it on your own...

So, you did your research and did it well...

But, even the best research can't replace feel. Without a test a ride, you are taking a chance...

My own experience was: After test riding half a dozen bikes that fit me, I settled on the Trek DS as being what would work best for me. But, as I was going through that discovery process the 2013 models arrived -- and I was quite surprised to find that the same size and model of 2013 felt far different than the equivalent 2012. In fact, they were very different bikes because the frames had been completely redesigned. They all had the same specs -- but they were very different bikes.

The most objective example of that is: the 17.5 inch 2012 model felt and fit more like the 19 inch 2013 than it did to the 17.5 inch size. The fact is, Trek shrunk the frame to the point where they had to eliminate a water bottle mount from the seat tube in the 2013 model.

In addition, the manager at the LBS helped me find and choose the components that make the bike "fit" me even better... The latest example is tires: I wanted a tire with more tread for the winter and mushy spring but was having trouble finding one. When I presented the problem / question to him, he looked up a bunch of tires on the internet and ordered 3 different ones for me. When they all came in he called me and I got to choose the one that worked best. On the internet they all looked and sounded pretty similar. But, in real life, they were very different tires...

I am very grateful for my "home" LBS. But then I realize that the people working there are exceptional people.
... Sometimes you get lucky. I moved back into the house I grew up in 62 years ago and this LBS is a mile away...