Ebook Returns: 16 Ways to Minimize Them . . . and Sell More Ebooks Online

I've written close to 30 ebooks and have been selling them online since 2004. And, every time I get an ebook return, I wonder what I could have done better to prevent it. I think, "I was clear about the info included, why are they requesting a refund?" This feeling quickly subsides though because it doesn't happen that often.

Ebook Returns: Who Can Benefit from This Information

Before we go any further I want to say, this ebook is not for every ebook writer, publisher and/or seller. While much of the information within will apply to many ebook writers, publishers and sellers, the material here is specifically for those who deal in the how-to, non-fiction genre. With that being said, let's get started.

My Firm's Ebook Return Rate

I'm lucky, less than 1% of those who purchase ebooks from InkwellEditorial.com (my company) request a refund. I've been selling ebooks online since 2004 and went back through almost three years of records.

I ran my return numbers from PayPal from January 1, 2009 through August 29, 2011 – just from my website, InkwellEditorial.com (not Amazon or Clickbank or Lulu – other places I sell ebooks).

I chose this time period because (i) it was the most recent as of this writing; and (ii) before then I wasn't logging almost daily sales like I do now. Following is what I found.

NUMBER OF TRANSACTIONS: 2569

ITEMS SOLD: 2990

I processed exactly 20 refunds out of over 2,500 transactions.

Ebook Returns: What I Gleaned from My Research on Ebook Returns

Roughly that anything less than this percent seems to be about the norm.

Your ebook return rate depends a lot on some key factors.

With this researched info in mind, following are 16 things you can do to minimize ebook returns.

Following is a complete Table of Contents for this Ebook

TABLE OF CONTENTS

Ebook Returns: Who Can Benefit from This Information

My Firm's Ebook Return Rate

Ebook Returns: Some Industry Stats

A Successful "Pro Blogger" Discusses His Ebook Return Rate

WarriorForum Ebook Return Discussion

The Clickbank Refund Rate

$1,200 in 11 Days in Clickbank Sales

Some Reasons for Higher-Than-Average Clickbank Ebook Return Rates

Ebook Returns: What I Gleaned from My Research

I. PROVIDE A COMPLETE TABLE OF CONTENTS

Why a Table of Contents Is Critical

II. CONTENT DELIVERY

How to Write Content that Decreases Ebook Returns

III. DON'T WRITE CRAP!

IV. AUTO DELIVERY

V. CUSTOMER SERVICE – HOW QUICKLY TO RESPOND TO CUSTOMERS

My Experience with Ebook Returns: How Quickly to Respond to Buyers to Lessen the Chance That They'll Request a Refund

Message to Ebook Buyers that Helps Minimize Ebook Returns

Why Many Who Request Ebook Refunds Really Don't Want Their Money Back

VI. ASK FOR FEEDBACK

The 80/20 Rule of Marketing

VII. CONDUCT RESEARCH TO PREVENT EBOOK RETURNS

The Secret to Making Sure Your Ebook Will Sell Before You Write It

VIII. WRITE AN AUTHOR BIO

3 Things I Do in My Author Bio That Helps to Decrease Ebook Returns

IX. DEVELOP A REFUND POLICY

X. WRITE FROM EXPERIENCE

3 Reasons Writing from First-Hand Experience Decreases Ebook Returns

Ebook Writing Tip for New, Nonfiction Ebook Writers

XI. SPELL OUT WHO EBOOK IS FOR

XII. PRICE IT RIGHT

3 Things to Consider When Pricing Your Ebook to Mitigate Returns

XIII. START A BLOG / WEBSITE

Decrease Ebook Returns: 4 Reasons Starting a Blog / Website Will Help Minimize Returns

XIV. REMIND CUSTOMERS WHO THEY'RE ORDERING FROM

XV. SIGN UP WITH PAYPAL

Ebook Returns and PayPal: Insight for Ebook Writers, Publishers and Sellers

When You Can and Can't Get a Refund on Ebooks via PayPal

4 Reasons NOT to Go the "We Accept PayPal Payments Only" Route

How to Purchase with a Credit Card Using PayPal?

Why Using PayPal Is a Safe Way to Shop Online

A Couple of Commonly Asked Questions about PayPal

Why Using PayPal Can Decrease Ebook Returns

XVI. EBOOK SOFTWARE

ABOUT THE AUTHOR