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They do say the Devil’s in the details. But if you pay attention to yours, you’ll be on your way to a successful ecommerce site.
So far you’ve meticulously laid out the particulars of your products, carefully stated the specifics of your shipping and delivery policies and have headed off an abandoned shopping cart or two. Want to do even better? There is yet another all-too-often overlooked, and yet surprisingly simply detail that can make all the difference to an online shopper.
Tip #3: State Guarantees And Refund Policies
Would you spend $100 on something you can’t really “see”, certainly can’t touch and know only one paragraph’s worth of information about? Sure you would, if you knew the product was guaranteed to be exactly what that paragraph said – or you’d get your money back.Sometimes all it takes for a customer to make a purchase is a comfort level that she can take a chance on your product without risk.
Face it, buying on the web is a risky proposition. Thousands – nay, millions – of shopping sites are competing for our attention, and somehow every store’s products are “Incredible!” “Cheap!” “Authentic!” Show your customers that you stand behind your products by guaranteeing satisfaction.
If you’re running a legitimate business (and of course you are) then this is a no-brainer. Your customer doesn’t necessarily want to return your product, especially if it’s something she’s spent time locating and buying in the first place, but she does want to know that she can. And if you can make the process risk-free then you’ve removed one of the biggest barriers to making the sale.
Whatever your refund policy – whether it’s no-question-asked, shipping costs additional or only allowed within 30 days of purchase – always provide it to your customers so that they can make educated purchases. Purchase and refund policies should be stated clearly in a location that is easy to find on the site. And while you’re at it, make your refund process simple and straightforward. The easier it is to make a purchase and feel comfortable doing it, the more likely your customer will follow through.
How much of a risk are you willing to take that your products really are the best? Are you prepared to guarantee satisfaction without question? If not, what’s stopping you?