Is Your Online Marketing Setting You Up for a Chargeback?
Chargebacks aren’t usually a topic most online marketing specialists concern themselves with. In fact, few even know what the concept is! However, if you are helping clients with their web design or marketing campaigns, you really need to consider how your actions affect their bottom line.
What is a Chargeback?
Simply put, a chargeback is a forced credit card refund initiated by an unsatisfied buyer and carried out by the creditor. This is meant as a form of consumer protection. If a customer believes that they have been slighted, the person might go to the creditor who processed the transaction and demand their money be refunded.
Chargebacks mean not only losing out on a sale, but also a host of fees, the loss of any merchandise already shipped out and serious damage to your creditability. If a business accumulates too many chargebacks in a certain period of time, it is likely the processor will drop the merchant entirely, meaning that they will no longer be able to conduct business at all!
Fighting Chargebacks with Effective Communication
It is vitally important to consider the prospect of chargebacks when devising your marketing strategy.
Aside from instances of identity theft or other forms of fraud, one of the most common reasons why customers file a chargeback is that the product ordered was not what they expected it to be. This is where effective marketing comes into play.
Cover Your Bases
To reduce the risk of disputes filed based on poor customer service or unsatisfactory products, consider the following tips:
- Always be truthful. Provide accurate and thorough product descriptions. If you advertise a product as being a certain size, quality, or made of certain materials, it had better live up to those expectations.
- Always try to provide as much detail as possible. Give clear, easily-understandable explanations of your product. When a customer expects a certain product and what they receive does not fit that expectation, a chargeback becomes a distinct possibility.
- Help your customers to understand exactly what they’re purchasing by providing multiple high-quality images. Ideally, your pictures should show the item from different angles, as well as shots of the item actually in use.
- The principle of detailed explanation also applies to your customer service. Do not promise anything on which you do not intend to follow-through. If you can’t provide round-the-clock service and email response within a certain period of time, don’t advertise it. If a product may not be available by a certain date, do not promise it will be in stock.
- Have your contact information clearly visible. Provide contact links often and on every page. You might even provide an abridged explanation of your shipping and purchasing policies on every page.
- If you make use of social media, be sure to keep on top of your accounts. Even if you have clearly listed contact information, a customer may still try to contact you via social media regarding a purchase. While in this case the fault may be on the customer for not reading the policies, this is not the way the customer will see it, and once the customer decides to initiate a chargeback, it will not matter. The safest approach is to protect against every possibility.
Getting More Information
If you want to learn more about chargebacks, contact Chargebacks 911. This chargeback management company can help you identify even more areas of improvement. The company specializes in helping business prevent and fight disputes. They can quickly identify possible chargeback instigators in your online marketing or website design practices.
Simply put, chargeback prevention is all about explaining to your customers what their expectations should be through clear, realistic and thorough online marketing. It might not seem like chargeback prevention is your responsibility, but there is no reason why you can’t help your clients out by going above and beyond.