For many years, Sears has clearly displayed its simple policy: "Satisfaction Guaranteed or Your Money Back." Do you think this policy has lost Sears money over the years?: Hardly! It is one of the reasons people shop at Sears in the first place. http://www.sears.com/data/advertisements/1/073/896/146/mores_sears_exclu2a.html
Small business storeowners are often afraid to make strong, iron clad, no-questions-asked guarantees for fear that unscrupulous people will take advantage of them. And a few moral rejects will take advantage of them. But overwhelmingly, those who offer a money-back guarantee have found that it creates much more business than it causes problems.
Risk Reversal
One of the reasons people hesitate to place an order in your store is the risk to which they feel they are exposing themselves. If you can reverse this so you the merchant takes all the risk, and your customer takes none, you'll substantially increase the number of orders completed and expand your profit at the end of each month. Build trust by taking the risk on yourself.
Ordering Policy Page
Make sure you have easy-to-find links all over your site to your ordering policy page. You'll need to include:
Return Policy
Guarantee on Products
Shipping policies
Here are some examples of what to include in your policy page:
Lands' End http://www.landsend.com/spawn.cgi?target=EDITGRTEXXXX
The clearer you are, the more confidence you inspire. The more generous you are, the more trust you build. And remember, trust is the one essential business element you can't make sales without.
