How to ace your eCommerce´s return policy

Much more than what we usually think. For the user, it can become a differential factor to whether convert or not. 

Within persuadability we can find one of the most relevant vectors in trade, and particularly in ecommerce: trust. Even though we have advanced as clients, or precisely by this progress, we still need guarantees. When we go to a retail of any kind we ask about the return policy: "how long do I have to return it? Do you return money or is it a store voucher? " In fact, many times shop assistants are who inform us when making the purchase. 

What about online? Well, it is even more important. After all, when we go to a physical store we can interact with the product, take it on our hands, try it on if necessary, and this is important, we take it back home. Therefore, there is no shipping company that can break it along the way. All these handicaps to the eCommerce can undermine the user´s trust if they are not transparent and clear. 

Do not be wordy when writing the text. Forget about jargon and terms of logistics. Explain the return policy very clearly so that anyone can understand it at a glance and highlight the main points. 

A very difficult text, with long and complex sentences may seem that hides something, they do not "want you to understand it". Try to be as simple as possible. 

The drafting of these texts has to show composure. Avoid statements that may arouse doubts and vague tag. Do not say: "at the beginning", "should", "we will try". 

Be careful with the uncertainties left to user´s interpretation. Try to be specific in what you say, and please avoid asterisks and notes at the foot of the page. 

You have to be assertive but empathetic and to show that all is planned and there is a solution. 

If all copies them of your store are casual and the rest of your communication, advertising and social networking are on that line, why are you going to put a tie on, grab the briefcase of a lawyer to talk about return policy? 

In eCommerce coherence is basic. If you sound "dramatic" or too formal talking about something that is a potential point of friction with your clients, it may happen that rather than projecting that intended seriousness you were causing some concern, you are taking them out of their dynamics. 

The user uses the return policy when he has some questions, so the main goal of this text is to clarify them. So, ask yourself if the following is clear after reading: 

If you have physical store always you can offer this alternative. Many customers might find easier to stop by your store.

For us, as a business, that is always better because we save the cost of reverse logistics and, by the way, we can have a second chance to look good with a client who may be disillusioned. 

You have many examples of on and off stores that have used well designed policies in a commercial strategy. 

I really like the substance IKEA gives to their return policy. They have even coined a slogan ("Love it or change it") is a small jewel of copy. In a single sentence appeals to emotions and, without saying so, passes over the possibility of finding a defective product: If you change it is because you are not excited about it. 

Concerning guarantees, there are few companies as the sector of the rest and the online sale of mattresses have understood this situation so globally. Many of these stores offer between 30 and 100 day trial with free return. In fact, it is one of strategies that tend to be emphasized in their product datasheet.