By Tom Polanski, EVP, eBrand Media and eBrand Interactive

Clarity will always be valued over persuasion by savvy internet users.  We’ve all become cynical over the years. Much of it is due to constant marketing pressures.  Yet so many companies and marketers still insult us with “dog and pony shows” and obfuscation. If a company wants to keep customers then it must be clear every step of the way. Relationship management, which to a large degree the management of expectations is of paramount importance.  And as we know it’s easier and more profitable to keep a customer than it is to keep looking for new ones.

One way for e-merchants to do this is to make sure that they do everything possible to allay the anxieties of the shopper. In our experience the top two reasons for abandoning the shopping process are:

1. Lack of confidence in the site.
2. Surprises.
3. Perceived potential difficulties in navigating the site. 

PEW studies show that the average end user will begin to make judgments about the aesthetics and “goodness” of a site within one (1) second. Therefore, our studies show that it’s critical to have credibility enhancing symbols above the fold on the left where the eyes naturally fall first. In addition, a hygienic, orderly and easy to navigate site will increase end-user stickiness. The last thing a shopper wants to be subjected to are unnecessary actions and confusion while trying to find products. Bring form and function together to create an online store—an environment, if you will— that is positive, easy to navigate, pleasant to be in and conducive to frequent and extended visits. 

On another note, I’m frequently asked how to look out for continuity programs. Typically, these programs will always offer a “free” trial.  In the registration process the end-user will be asked for a credit card number to cover the shipping. To most people that doesn’t seem too much to ask and they’ll provide that information before proceeding through to the confirmation page. However, usually buried somewhere in the site is a “Terms and Conditions” link, made to look as inconspicuous as possible. There one will find verbiage along these lines:

Your FREE Trial of the XXXXXXXXX Anti-Wrinkle Cream includes a full 60–day supply for just $5.95 in shipping and processing. You will have 30 days to try XXXXXXXXX Anti-Wrinkle Cream and discover why it is the perfect wrinkle reduction system for you. If you like how your system reduces the appearance of wrinkles and firms and tones skin, do nothing – at the end of your free–trial period you will be charged the discounted price of $99.95. If for any reason the system is not for you, call our Customer Care line toll–free at XXX-XXX-XXXX any time within your 30–day free–trial period to cancel. Then simply return the product (even if it is empty!) and you will NEVER be billed. No commitments, no hassles.

Plus, if you decide to keep the XXXXXXXXX Anti-Wrinkle Cream, you will receive FREE acceptance in the XXXXXXXXX Anti-Wrinkle Cream Platinum Program and will receive a fresh supply of the XXXXXXXXX Anti-Wrinkle Cream approximately every 60 days at the same low price of $99.95, a 25% discount. You can cancel by calling XXXXXXXXX Anti-Wrinkle Cream Customer Care. No risk, no obligation, cancel any time!

Return/Refund Policy
All California orders are subject to an 8.5% sales tax. Shipping and processing fees are non–refundable. All sales after the free–trial period are final. Returns may be subject to a re–stocking fee.

Please note that we cannot process packages marked “Return to Sender”. Returned packages require a Return Merchandise Authorization (RMA) number to ensure accurate processing. RMA numbers can be obtained by calling XXXXXXXXX Anti-Wrinkle Cream Customer Care at XXX-XXX-XXXX.

Customer Care
If you have any questions, please call us toll–free at: XXX-XXX-XXXX  XXXXXXXXX Anti-Wrinkle Cream Customer Care is open from 6:00am to 5:30pm Monday through Friday and 7:00am to 3:30pm on Saturday (PST). Additionally, you can learn more about XXXXXXXXX Anti-Wrinkle Cream 24 hours a day online at www.xxxxxxantiwrinklecream.com.

XXXXXXXXX Anti-Wrinkle Cream
P.O. Box 5689
Beverly Hills, CA 90210
1-XXX-XXX-XXXX

Good luck getting anybody on the phone when you call one of these companies. You’ll get voicemail, guaranteed.  Always read the terms and conditions! Particularly if you are about to give sensitive information to a company that used a Post Office Box.