I having a mental tug-of-war right now. I sell a fairly expensive ($100) eBook in a very technical, specialized niche. In fact, there IS NO OTHER ebook of it's kind on the net. And like most vendors I offer a complete money back guarantee. My refund rate is extremely low, like less than 1%.
I have no problem giving a refund for legitimate reasons, what ever they may be. However, the vast majority of my refund requests have been "OH, I didn't know this was an ebook before I ordered it..." bla, bla, bla.
This is printed on my sales page, (Under the "order Now" button) TWICE on my order page (Directly below the "Buy Now" button where you CAN'T miss it.) is not in fine print, it is an entire a paragraph, it is also on my customer service page, about us page, contact us page and everyplace else I could think to put it. The eBook is never referred to as a "book" but always as an "Ebook." I have it in so many places, I specifically put it as an exception on my guarantee page. I notice NO ONE goes to the lengths I do to spell this out on other websites.
And I still get people who want a refund based on this excuse. I feel, after all the trouble I went to explaining this and making it as clear as I possibly can, short of stamping "EBOOK" on the graphic, this is a blatant excuse to steal the Ebook. Even my competitors have bought it, then requested a refund. (Which I gave.) I could understand it if ebooks were brand-new, like in 2000, but now they are a pretty common site on the Internet.
Where does good business practices end, and being taken for a total idiot and sucker begin? Any thoughts? Does everyone give refunds based on this lame excuse?