Ordoro Blog

a practical blog for small business ecommerce merchants

Entries from November 30th, 2009

Spend $10 and achieve up to 30% reduction in charge backs

November 30th, 2009 · 1 Comment · Case Studies, Sales and Marketing

Yesterday, I wrote about a WSJ article on charge-back related fraud.

Later on, it occurred to me that some of the charge-backs by the customers may be unintentional, caused by the customer not recognizing the vendor name / transaction in the credit card statement. One of the stories in the article hints at such a possibility.

…two customers have asked for refunds when they claimed that charges on their credit cards didn’t belong to them. When he pointed to their IP address, both customers later discovered someone else in the household had made the order and allowed the charge to go through…

37signals, for example, claims to have reduced chargebacks by 30% just by making it easy for the customer to recognize the charge.

When someone buys something from us, this line item shows up on their credit card statement:

37signals-charge.com 800.xxx.xxxx IL

Visiting that URL takes you to this page where we explain the charge, the products, some suggestions if you don’t recognize the products, and a link to our billing support form someone needs additional help.

Here is an interesting article from Christian Holst on how to implement the 37signals solution for your webstore. The most interesting aspect of this solution is that it will cost you an afternoon of work and $10

Absolutely no reason to not implement this idea for your web-store.

Related Articles:

  1. 35% of fraud-related charges are charge backs
  2. Badcustomer.com – Legitimate? Appropriate?

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11% increase in Black Friday e-commerce sales

November 30th, 2009 · No Comments · Sales and Marketing

WSJ reports a 11% increase in 2009 Black Friday e-commerce sales in comparison to 2008. Online retailers collected $595 million in revenue on Friday.

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12 tax tips for small businesses

November 29th, 2009 · No Comments · Finance

Here is a set of 7 tax tips for small businesses – from American Express open forum

  1. Pay out the bonus/commission related accrued expenses before March 15th to recognize them for tax purposes.
  2. Utilize the up to $250,000 tax deductions on capital expenditure (Section 179)
  3. Hire a tax specialist rather than hiring a CPA
  4. Combine business trips with vacation to take advantage of deductions
  5. Incorporate your business
  6. Capitalize your losses
  7. Take advantage of tax credits on “going green”

Here is another set of  5 interesting ideas to save on taxes- from Wall Street Journal.

My personal advice would be to talk to your tax specialist or CPA regarding the ideas mentioned in these articles, rather than attempting to implement these ideas on your own.

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35% of fraud-related charges are charge backs

November 29th, 2009 · 1 Comment · Finance, Other

Wall Street Journal reports.

…customers contest a charge on their credit card, often claiming that the item was never delivered or they never bought it. Credit card companies charge merchants a fine—typically up to $100 per chargeback—which can be costly when coupled with the lost sale and the lost product…

…There are people who make a living with refunds…

…BadCustomer.com, a site that acts as an intermediary for customer disputes. Business owners enter credit card numbers of those who have done a chargeback in the past, then cashiers can search the site’s database to check if the card has had a chargeback at that store or surrounding stores, and choose to refuse the card. … Customers on the list can call BadCustomer.com to explain why they did the chargeback and have an opportunity to remove their card from the database.

Other companies sell similar solutions. Ignify Inc., in Cerritos Calif., offers shopping-cart software for online vendors with a back-end database that puts orders on hold if they have red flags, such as past chargebacks…

While the statistics suggest that 35% of fraud-related charges are charge backs, it is important for small businesses to NOT go all out with strict return policies. Most of the small business owners that I have interacted with have strict return policies, but they are also open to returns beyond the return period if you can convince them of a genuine case. Small businesses, particularly brick and mortar small businesses, often thrive on the relationships they have with the customer community. It is important to keep that in mind while deciding on strict processes.

My advice is to establish a strict return policy that you can invoke when needed, but be flexible with specific situations.

Related Articles:

  1. Spend $10 and achieve up to 30% reduction in charge backs
  2. Badcustomer.com – Legitimate? Appropriate?

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Tips to improve the webstore conversion ratio

November 24th, 2009 · No Comments · Webstore

Recently, I linked to an article by Darpan Munjal on what causes customers to leave your ecommerce site thus lowering your webstore conversion ratio. Here is another article from Practical ecommerce that lists 10 tips to improve the webstore conversion ratio.

Having a clutter-free, user-friendly website is also important to improve the site’s conversion ratio. I have observed that small business ecommerce merchants often ignore the importance of the site aesthetics, and usability. User interviews I have performed have shown that many users bounce from the website because they are “turned off” by the graphics and the look and feel. In a few cases, the users were confused about how to proceed on the site, and left the site even though they came in with an intention to buy.

A great book addressing this topic, almost a must read for anyone interested in website usability is Steve Krug’s “Don’t make me think”. It is an easy read and I highly recommend that book to anyone interested in website usability.

Here is another example of King Arthur Flour where streamlining the checkout process improved the conversion ratio by 17%. The changes they made to their webstore are -

  1. Reduced the number of steps to complete checkout to three from four
  2. Deleted the requirement for shoppers to choose between registered user and guest
  3. Added instant confirmations of shipping address information, which uses pop-up windows to prompt customers to insert their correct ZIP codes.
  4. Checkout page now immediately applies the value of gift cards and promotions to orders, enabling shoppers to see the final purchase price.
  5. Inserted a “buy more, save more” message on the cart page, that lets shoppers know the dollar value of merchandise they need to add to their cart to qualify for special offers. This will entice customers to round-up their purchases to a higher dollar value.

The last idea is very similar to the minimum-free-shipping-threshold approach that I discussed in another article. First calculate the average order size, and then set a free shipping threshold at 10% above the average order size. That will encourage customers to buy a few more items thus increasing the average order size.

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Save money via good inventory management!

November 22nd, 2009 · No Comments · Inventory

For small businesses, cash indeed is king. If you run out of cash, then you cannot pay your bills, cannot get suppliers to ship you goods, and cannot continue running the business effectively. If you are in the retail business (whether e-commerce, or brick and mortar), an often overlooked, but a very important cash hog is the inventory in your warehouse.

Too much inventory in your warehouse means that you have too much of cash tied up in the warehouse shelves. If you can somehow reduce the amount of inventory in your warehouse, that reduction directly translates into free cash that you can use to run other aspects of your business. And deciding how much to stock for each item is not too hard either. In this article, I will give you 4 easy tips for good inventory management.

Here are 4 questions to ask while deciding how much to stock of each item -

  1. How much does the item cost? (cheaper the item, the more you can stock)
  2. How fast are you selling the item? (faster you are selling, the more you can stock)
  3. How long will it take to replenish from your vendor? (the longer the replenishment lead time, the more you need to stock)
  4. What is the vendor’s minimum order size?

Let us review this list in detail -

If the item is cheap (e.g., pencils that cost $0.50 a piece) then there is no harm in stocking up a large quantity. Particularly if the supplier gives you discounts for ordering large quantities (batches > 1000 units). Even if you have to stock 1000 units, you are tying up only $0.50*1000 = $500.

But what if each unit costs $100 (e.g. jewelry). The more you stock, the more cash you are tying up (e.g. 200 units will cause 200*$100 = $20,000 to be tied up). That is $20,000 out of your revolving credit line (or your credit card credit limit).

However, just because an item is expensive, does not mean you shouldn’t stock it in large quantities. What if you are selling the jewelry item mentioned above at a rate of 10 units a day? So you are carrying only 200/10 = 20 days of inventory. Which may not be a bad deal at all.

For the same item, let us say it takes 30 days for you to receive a new shipment from the vendor, counting from the day you place a purchase order. Now you are in trouble. Even if you place an order today, you will receive the shipment only 30 days from now. But you have only 20 days worth of inventory in stock. So for the last 10 days, you are out of stock, and therefore you are losing 10 days worth of sales.

And finally, you should consider the vendor’s minimum order size. If the vendor requires you to order in batches of 500 units (for the jewelry item mentioned above), now you need to pony up 500*$100 = $50,000 in cash to purchase the inventory. At a rate of 10 units a day, it will take you 500/10 = 50 days to sell the inventory.

I hope these ideas explain the intuition behind deciding inventory levels. In a future article, I will explain how to use the concept of “cost of money” to make financial sense of these intuitive ideas.

Related Posts:

  1. What is Order Management?

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How SaaS is greener

November 21st, 2009 · No Comments · Other, Webstore

Intuitively, you would expect SaaS based technology to drive efficient use of resources and utilities which in turn drives sustainability. Chris Thorman gives this intuition some credibility

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Reducing IT costs

November 21st, 2009 · No Comments · Other, Webstore

It’s impossible to run a company these days without an investment in technology, which can take your operations to another level. But how do you do it economically and without wasting extra cash on needless tech services or products?

That’s a question many small businesses are asking, in a grim environment that’s wreaked havoc on firms’ financial stability. Done correctly, cutting your current tech spending may leave your company leaner, faster and bigger than before.

Try Web-based software for specific tech tasks. In industry parlance, it’s called virtualization, cloud computing, software-as-a-service or software-on-demand. For many companies, it’s cheaper to pay a monthly fee for a web-based service, such as data back-up or antivirus protection, than to make an upfront investment in the technology. Innovations International Inc., a workplace consulting firm in Salt Lake City and San Francisco, began using so many online services that in April 2008, the 25-year-old firm went completely virtual. The company has reduced its operating expenses by 20% to 30% as it now uses RingCentral.com for phone, Egnyte.com for database servers, Skype for internal and international calls and Google Apps for email. The company no longer pays $5,000 to $6,000 per month on office space, as its five employees now work at home. Many of the online services were free or cost $25 to $90 a month, says Danny Guillory, its chief executive.

Further, justifying subscription payments is easier compared to upfront investments as monthly payments come from operating expenses while huge upfront costs are in the form of capital investments.

Source: Wall Street Journal: Small Business

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An online exchange for "factoring" accounts receivables

November 21st, 2009 · 1 Comment · Finance

If your customers are not paying your invoices, then your accounts receivables will rise over time. That is a sure sign of trouble for small businesses, usually resulting in cash flow problems. And that is why, as a small business owner, you must keep a close eye on your accounts receivables, and focus on collecting your invoices on time.

However, in an extreme case, business owners have to resort to the practice of factoring. As explained in the Wikipedia -

Factoring is a financial transaction whereby a business sells its accounts receivable (i.e., invoices) to a third party (called a factor) at a discount in exchange for immediate money with which to finance continued business.

Factoring converts the accounts receivables into instant cash, and saves your from the cash crunch. However, factoring has its downsides -

  1. The creditor who “buys” your accounts receivables will often buy it at 5% to 15% discount. So you are losing a large margin right away.
  2. More importantly, factoring has a certain taboo attached to it. If they know you have resorted to factoring, then they will know your business is in desperate need for cash. Not a good perception for the potential customers and even creditors to have of you.

And that is why this idea seems pretty interesting to me. The Receivables Exchange is a online exchange for anonymously buying and selling accounts receivables. They claim to give factoring rates of 0.5% to 3%.

It is a great idea, but I really suspect that they will be able to provide such low rates. TRE is essentially acting as a credit rating agency for small businesses. The rates will depend on how well the buyers (lenders) trust the rating stamp provided by TRE. Why would a lender buy an accounts receivable for such low rates as 0.5% or even 3% given the risk he is taking?

An interesting idea nevertheless.

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6 tips to improve repeat customer buying on your webstore

November 21st, 2009 · 1 Comment · Webstore

Lexiconn offers 6 tips to improve repeat customer buying on your webstore. With the technology tools available to the merchants, there is no excuse for not following the suggestions mentioned there. To quote from the article -

  1. Send a comprehensive email receipt upon receiving the order
  2. Send the tracking number once the order ships
  3. Request a product review a couple of days after the shipment is received
  4. Offer a coupon for a second purchase
  5. Automate all the tasks above
  6. Call the customer personally

Another tip I would like to add is -

  1. If you are selling products that have predictable lifecycle (eg,. coffee, chocolates, shampoo), and you can roughly predict how long it will take before the customer will want to buy the product again, then you should follow up via email around that time. This too can be achieved via automated tools like the one mentioned in the post. This idea is closely related to the point “Offer a coupon for a second purchase”, but does not have to be limited to first time buyers.

However, I strongly recommend that you always provide an “unsubscribe” link in every follow-up email that you send (emails unrelated to the order that has been placed). Else you risk annoying the customer thus resulting in lower customer satisfaction.

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