We’re heading into the busiest time of the year for anyone selling online. What you sell over the next few weeks can carry you through the first few months of the new year.
It’s also when a lot of sellers pick up first-time customers. That’s when you need to get the basics right.
Nearly 20 years ago, Gary Cheetham, a used car dealer and one of our first customers, told me something I’ve never forgotten: front up to negative feedback, and show people how you handle problems. It’s stuck with me ever since, and there’s a lesson in it for all of us.
71% of shoppers say a poor returns experience makes them less likely to shop with that retailer again – an increase from 67% last year
Returns: the horror show your customers won’t tell you about 🔪
I’m getting Psycho vibes, sorry!
For a lot of customers, sending something back is a proper horror film. The returns policy is lurking somewhere in the dark corners of your site. The emails go deathly quiet. The refund never seems to turn up. They won’t scream. They just won’t come back.
An unclear returns process is one of the quickest ways to cheese a customer off. When was the last time you checked yours?
Start with the policy:
- Can you find your returns policy easily, or is it hiding in the footer?
- What if you’re shopping from another country?
Then give yourself a taste of your own medicine. Buy something from your own site and send it back:
- What are the comms like, or is there just silence?
- How long does the refund take?
- Can you order a replacement with free shipping?
You might get a bit of a fright.
Turn a horror story into a happy ending
Handle returns well, and you can turn a customer who might have become a detractor into an advocate. People remember how you treated them when something went wrong, often more than when everything went right.
Not every ecommerce platform makes returns easy. It won’t surprise you that Shopify has put real work into this area, including letting you set different policies for different markets.
If you want a quick chat about making your returns less painful, give us a shout.
