Be it a refund or an exchange. It's always a letdown having consumers return goods after sealing a deal. So how do you avoid consumers returning merchandise after purchase? First, you need to consider the possible reasons why consumers return these goods. Then you work around them using the different persuasion methods. In this article, I'll be taking you through some of these techniques.
These effective persuasion techniques you can use to avoid customers returning goods include:
Some customers have the habit of ordering more than one item. When it gets to them, they select one and return the rest. The labeling persuasion technique allows you to counteract such shopping behavior. What you need to do is to compliment customers using the shopping behavior you'll like to see. For example, you can thank them for a minimalist approach encouraging them to buy just what they need. You can also persuade them to be more environmentally aware.
Research has shown that people strive to live up to the compliments you give. They see it as an implicit expectation. From this research, a group of adults were randomly labeled as "politically active." The labeled group's likelihood of voting was 15% more than the group not labeled. You can use this technique for your business. Drop banners of such complimentary messages by your website's shopping cart.
One brand that knows how to build anticipation is Apple. Their September launch is now a globally recognized marquee event. There's massive anticipation from when the images of the new products begin to circulate on social media. Several consumers queue up for hours, waiting to get the latest Apple product. Year in, year out, the announcements are similar, but the anticipation is always massive.
When people anticipate getting your product, they have thought about it and are sure they want it. Thus, the chance of them returning the product after so much anticipation is less. Of course, like Apple, your product quality, and the user experience should be exceptional. You can send out teasers via social media and PR articles to heighten the audience's anticipation.
The scarcity technique is letting buyers know that not buying isn't an option. Let them be aware that they stand to lose on a chance of getting a unique product. You can also let them know that missing the opportunity to own the product means they may have to wait. It will trigger the fear of them missing out on having the item.
A great way to go about this is to create a "limited edition" product or service. Placing "sold out" signs can also help persuade the customer to hold on to the product or service. For example, if the paper writing services site, Writing Judge runs a promo for a specific number of customers. Any customer that receives such an offer will like to hold onto it. Once the buyer gets a hold of it, the chances of return are slim. They don't want to lose out on the product if they can't get one like it again. However, scarcity should not be overdone. Least your customers get complacent and think it's all fake.
While some marketers may place urgency and scarcity as the same, they are not. While scarcity leans towards the number of units available, urgency is how long the product is available. An excellent way to execute urgency on your e-Commerce page is to set a countdown clock. You can also add a component of fear. By telling the buyer the benefits, they'll likely lose if they don't get the product.
It would work well for a seasonal product. For instance, during Christmas, most shoppers do some last-minute shopping for gifts. When a buyer purchases a gift from you, knowing the rush and limited time, return rates are low.
Commitment and Consistency
Generally, people are prone to stay consistent with a product once they take a stand. They will remain consistent with their decision and justify it no matter what. Thus, you will require this persuasion technique to keep them committed so it can breed consistency.
Start in small doses to make them believe in your brand. And with time, you can grow once they are committed and consistent. This way, their trust in your brand is solidified, and the return rate of purchased goods is reduced. You can achieve this by making the sales process easy and quicker deliveries. And of course, the product they are buying should be what was sold on your platform. You don't want to have a case of "what I ordered for vs. what I got."
The reciprocity technique is the need to return a favor. For instance, when a first time or recurring customer makes a purchase, you decide to throw in some free samples. Such little gestures are bound to sway the customer towards your brand. It also creates a sense of customer indebted towards your brand. Besides free samples, you can give out educational content. You can also allow them to pay in installments for those who can't make an upfront payment.
Take, for example, if you run an essay writing service website like Pick The Writer. If you create a yearly subscription plan. Whereby subscribers can pay in installments to have ten essays written every semester. Such a subscriber will most likely not back out of the subscription. They will consider the investment they've made and the convenience of a flexible payment plan.
Some products are hard to sell if you do not show the audience real visual examples. Take a weight loss product, for example. If you do not provide a journey of physical transformation, the likelihood of a sale is very low. But once you can show the customer the outcome of using the product, not only does the chance of sales improve. But the option of them returning the item is also avoided. You can use logic and humor to show reality. Also, make sure that the content is grounded in reality, void of half-truths.
Dealing with customers, especially after a sale, requires a lot of tact and patience. One of such after-sale situations is when a customer returns what they bought. Rather than have to deal with the hassles of the return process. You can use these persuasion methods to avoid having your goods returned.
About the author
John Edwards is a writing specialist who works at The Writing Judge. He is looking for ways of self-development in the field of writing and blogging. New horizons in his beloved business always attract with their varieties of opportunities. Therefore, it is so important for him to do the writing.