Refunds and Guarantees on Digital Products
A few days later I dig into it, only to find its not what I thought it was, on the backend, and decide I don't want it anymore.
So I write them a nice email asking if I could get a refund.
I get a response saying they cannot because it is "irrevocable digital product"
To be fair, it is stated, if you go digging, that they don't give refunds.
Nonetheless, I wanted a refund, and I didn't see that condition at the time. 99% of all digital products online offer some form of refund or guarantee.
A couple of emails later and they've completely stonewalled - no ifs ands or buts, there's just no refund. Screw you, Mr. Customer.
So what's my complaint, seeing as I should have been more diligent before buying?
My complaint is that now I feel ripped off, EVEN THOUGH I got what I paid for, and what I implicitly agreed to. The entire experience has left me feeling gypped, rather than happy with the purchase. I think there's a lesson to be learned here for marketers.
Specifically, I'm curious to hear what other warrior's thoughts are on the refund / guarantee issue.
My thoughts are this: We're a somewhat faceless storefront, asking people to purchase a digital product which they've never seen, used or tested before. They don't have any idea who I am or if my product is worth what I say it is, or does what I say it does. If it screws up they can't just come into my store and speak with me face to face and make things right.
Therefore, as a smart marketer / businessman, I need to REVERSE THE RISK of purchasing my product. I need to take away that questioning pressure in their mind of "what if I buy it and this really sucks?"
In my offline business I offer people "guaranteed satisfaction" or I'll give them a full refund PLUS $100 back, in their pocket. Effective risk reversal.
My question is this - is a guarantee necessary on the internet, does it hurt your business having one (ie what is your refund rate) and/or does it HELP your business to have one?
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