What are your current policies in regard to returning items you sell online? Can you improve them?
I've seen return policies that say claims for refunds must be made within 3 days of purchase, and then only after receiving a return authorization code - which is only available through email. In that policy statement, there was no email link to get the authorization code and the site didn't have a telephone number. Additionally, all returns are subject to a 25% restocking fee. While restocking fees may be appropriate and customary for big ticket items like electronics, this site sells fashion accessories.
If I'm a new shopper on the site and I decide to check these terms out before I make a purchase (most online shoppers do with unfamiliar sites), I'd never make a purchase with such restrictive terms for refunds in place. While it all depends on what you're offering, make sure your returns policy is fair, that it's stated clearly, and that it's inline with your competitors and appropriate for your products. You don't want to give the store away, but you also don't want to scare your customers away before they even make a purchase.
If your return policies are currently too strict, consider making some compromises you can live with. Your website visitors are likely to respond by making purchases.
More Website Conversion Tips in this Series
- Conversion Tip 2: Offer multiple payment options to attract more buyers
- Conversion Tip 3: Provide easy access to customer service
- Conversion Tip 4: Offer a toll-free number and make it visible
- Conversion Tip 5: Be your own mystery shopper
- Conversion Tip 6: Make your site secure and make it known
- Conversion Tip 7: Visit your competitors sites often
- Conversion Tip 8: Solicit and welcome feedback
- Conversion Tip 9: Offer special discounts and promote them heavily