Lafumafurniture.com is testing a novel concept (observe orange box below)-
My first thought was, “Yikes, this is a horrible idea. This call to action is casting purchase doubt less than 5 seconds of me landing on the site. I should blog about how terrible this idea is.”
But then, when I read the details, I had a change of heart-
Couple of things stand out-
1. By using the language “As an experienced online retailer…” the company is letting shoppers know this policy has been developed after analyzing years of shopper data. The tone is confident.
2. The retailer shares shopper testimonial.
3. They show an example to illustrate potential savings (pay $5 now and save $40 later). As we’ve discussed before the brain is wired to be strongly risk averse. The without return insurance option is interpreted as a $35 loss.
Lafumafurniture.com sells recliner chairs. What’s key here is that the retailer has developed a strategy that complements their product line: heavier items with higher ticket prices.