E-Commerce Trust - The 100% Pay Back Guarantee Does Not Always Convince the Customer

The pay back guarantee aims to erase the feeling of risk in the customer before realising a purchase. Irresponsible customers spend their money more easily thinking 'if I do not like it I will simply just ask for my money back'. This often multiplies the number of sales and it is probably true but not for the online sales of every country. If your web shop sells in the international market then you should be aware of the following points.

Among the customers of some countries 'asking for your money back' behaviour does not exist, they do not use this guarantee. In such countries in most of the offline stores a notice will be displayed 'after leaving the cashier complaints are no longer accepted'. From a marketing point of view it is the worst thing a seller can do to realise sales but in these countries this is normal because people grew up with it.

In such markets there is hardly anyone who uses the money-back guarantee but those who do unfortunately cheat on the web shop in 90% of the cases. The right behaviour would be: 'I have changed my mind and I would like to get my money back but in exchange I will not use the product any more, I did not copy it for myself. We simply withdraw the business.' This would be normal but since it does not exist in every country we can find many bad examples. I have also experienced it several times when I started to sell internationally and so it is important that you are also aware of this issue.

For example, if a company is not entirely happy with our product and asks for the full amount to be refunded, but still continues to use our graphic elements on its website, it is not reasonable or fair since if it was not satisfied with the material, it should have stopped using the unsatisfactory elements.

In fact, when I did not display the 100% guarantee seal next to the ordering form of the product on my web shop, I ended up having the same number of customers as when I did offer the guarantee (I sent the same offer to two different lists, one with the guarantee, another without it). Therefore, I can state that the guarantee does not convince customers to buy the item but it lets many irresponsible customers purchase and this is what your company definitely does not need.

The primary and most important condition of every product and sale is your own trust in the item. You should have no doubt about your product being the best, even better if you use it as well! Afterwards you have to ensure that the customer gets the same quality that is represented in your ad.

We used to use an alternative solution, namely instead of the money back guarantee we introduced the operation guarantee. If something stops working, we will repair it and we refund the purchase price only if we unable to repair it. As a result, customers who do not read the customer information and purchase only to 'try it and then ask for their money back if they are bored with it' disappeared from our clients. Suddenly a new segment of customers appeared and it is a pleasure to help them and cooperate with them.

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