Don’t make the small print too small

September 1, 2011 No Comments

Consumers are generally irritated when they discover something about the product or service that they just paid for that is not to their liking.

They will get the universal excuse, “it’s in the small print.” Whether from a physical store or from an online shop, no one likes to feel cheated after payment has been made.

While it is understandable that not all details of a purchase can be stated clearly, the most important ones should be known immediately.

Take the case of delivery. In their haste to make a sale, some sellers conveniently exclude how long it will take from the date of payment to the date of delivery. Stores should specify the maximum number of days (or weeks) before delivery can be made, particularly for perishable goods.

Buyers may not mind too much waiting a couple of weeks for delivery of frozen steaks, for example, but they will most certainly have reason to complain in the case of cakes or gourmet meals.

The goods ordered may be intended for a special occasion like birthdays or anniversaries. If delivered after the intended date of use, then the seller can be sure that he has lost a customer for good.

Caveat emptor, or buyer beware, may be an old rule, but it is countered by another one that says “the customer is always right.”

Minimize the small print and keep the language simple. Avoid maddening legalese, as not everybody is a lawyer. Never forget that ideally, every deal between buyer and seller should be a win-win situation.

eCommerce, SEO