Walking the eCommece Minefield and Risk Reversal

Walking the eCommece Minefield and Risk Reversal

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Hello  -Doing business online in the 21st century is like walking in a minefield – take one wrong step and something blows up. But there is a time-proven way to successfully walk through a mine field every time without blowing up … walk in the footsteps of the guy who made it across successfully. Amazon.com is, without question, the #1 retail website in the world. Actually, Amazon is two of the top five shopping sites in the world because Amazon.uk is counted separately (Amazon.com is #1 and Amazon.uk is #4). Ask some people what makes Amazon so successful and they might tell you that it’s all because of price. Well, we think that's a bit of a cop out. Amazon is really a big collection of stuff that Amazon sells, stuff they sell for others, and stuff that they act as middle-man to sell. They have the best price a lot of the time, but not even close to ALL of the time. They do a LOT of things super-well, but I want to focus on one thing in particular – Risk Reversal.

• They make exchanges super-easy, convenient, and cost-free.

• They offer a full money-back guarantee, including shipping! Have you ever returned something to Amazon? It’s a piece of cake.

• They go out of their way to post reviews for the specific products right there on the page.

• They show competing products that they sell on the same page too – even if those competing products are less expensive.

All four of these seem to shift the risk away from the customer making a purchase. In fact, it looks like Amazon is taking ALL the risk! But the truth is that they aren’t. They sell to so many people and have enough data – they have walked through that minefield – that they already know that offering these Risk Reversal premiums makes them more money than it costs them. We don’t have to “guess” at Risk Reversal best practices. Just look for the footprints and walk confidently – that’s always the best place to start. Want help implementing risk-reversing policies on your website? Start a task and we’ll get right on it. Thanks for reading. Kind Regards,Oreo