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Merchant
Checklist
If
you're like most Internet-based businesses, you spend a lot of time
pondering the same two questions:
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How can I make
customers feel safe buying online?
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How do I prevent
customer-dispute problems?
We've prepared our own Internet Merchant Checklist to help you maximize
sales and minimize customer problems. Try these suggestions and see
what a difference it makes!
Use
appropriate fraud protection measures. Are you shipping expensive items? If
so, be sure to use a package service that provides proof of delivery.
There will always be some customers out there who falsely claim that a
package was not received (and occasionally there will be packages that
truly are lost or stolen). Since you bear the responsibility for those
losses, you should take care not to put large amounts of money at risk.
Additionally, you should be aware that only
U.S.
credit cards provide address verification. If you accept orders from
non U.S. customers, there is an increased risk of fraud because the
customer's address cannot be verified. To provide additional fraud
protection, Mall51 performs manual authorization on some orders.
Present a
professional appearance. You've got a tough job: you need to convince
people to buy something just by looking at a Web page. If your site
looks amateurish, it will be a turn-off to consumers. They probably
won't buy from someone whose Web site has spelling and grammar errors,
or is loaded with screaming headlines and gaudy, mismatched color
schemes.
Most of the people who visit your site will find the idea of ordering
online unusual. We've been doing it for years and we still find it a
bit unusual. So your site needs to inspire visitors with confidence.
It should say that yours is the kind of company that does things right,
and that if someone orders from you, it will be a good experience.
Of course there is no direct connection between the quality of your site
and the quality of your company. A company could have a brilliant
graphic designer and lousy products. But usually there is a connection,
and that is what visitors to your site will assume. If you are unable
to put up a good Web site, then it seems natural to assume that your
company cannot deliver good products or services.
So check that spelling and grammar. Seek out graphics that give you
that "professional look". And be sure to compare your Web site to
others in your industry. Those extra efforts will go a
long way.
Offer a
CHECKOUT button everywhere. Many of our clients forget this crucial step.
You must place the View Cart / Checkout button at the top and bottom of
every single page on
your Web site. If you don't do this, a customer who is browsing your
site will be unable to return to the shopping cart screen and finish the
order. You will likely lose that sale.
For a good example of this practice, visit some of the larger online
shopping sites such as Amazon.com. These sites offer a View Cart button
at the top and bottom of every single page, even the home page.
Emphasize
service. As we mentioned before, most of the people who visit your store
will still find the idea of buying online a little strange. You have to
reassure them. The most powerful confidence builder is a top-quality
site: high production values go to work directly on the visitor's
subconscious. But it's also important to reassure visitors explicitly.
For example, if you are determined to provide great customer service,
tell your visitors so, right on your site. You can let them know about
Mall51's refund policy, and tell them that customer satisfaction is a
primary concern.
If you try ordering online yourself, you'll find one of the biggest
concerns that you have is: who are these guys? Did they actually get
my order? Are they going to send me the products? When?
So make sure that you ship orders quickly. Web users want fast
results. They don't want to hear that they should expect to wait 4-6
weeks for delivery; this is not 1974! Make sure they get their order in
just a few days.
Remind
customers of your relationship with Mall51.
To ensure that customers clearly understand Mall51's role as your online
retailer, be sure to refer to Mall51 in all of your communications with
customers. This includes not only your online marketing materials, but
also your packing materials and invoicing.
Proper identification of Mall51 as your online retailer will also help
customers remember the transaction when they receive their monthly
credit card bill. This minimizes the occurrence of unnecessary
disputes.
Be Real.
Be Reachable. Customers want to know how to get in touch with
you if they have questions. Be sure to supply your E-mail address, your
street address, and a contact phone number. You can also display
Mall51's toll free customer-service number 1-866-229-1206; we're always
happy to help with any billing questions that may arise.
When a customer does send you E-mail, respond promptly! Customers
deserve to be treated like gold. If you can, make it a policy to
respond to E-mail within one business day. Customers will be delighted
to see that you care about them.
Anything you can do to show that you are "for real" will help increase
orders. If possible, include an image of your catalog or building,
customer testimonials, or even a brief company history.
Describe
your products for what they are. Be sure that customers are familiar with your
products before they order. You can achieve this goal by
thoroughly describing your merchandise, showing photos, and disclosing
any important limitations.
What this means is: don't surprise the customers! If you're selling a
book, how many pages is it? If it's a video, what's the running time?
If it's a consumable item (such as food, cosmetics, etc.), what quantity
is being sold?
If you manage customers' expectations before the sale, you'll avoid
disappointing them later.
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