Wednesday, November 13, 2013

Customer Expectations

Many of you know that I have been selling my jewelry on etsy since 2007. My 7th anniversary is coming up in February. I've been selling my jewelry for much longer than that in person -- since 1997.

Something happened fairly recently that I'd like to share with you. I have had 3 customers in the past 3 months express surprise at the length (or lack thereof) of the earrings they purchased from me. One of these customers returned a pair because they were too small. The other simply let me know how surprised she was.

Since the beginnings of my online selling, I've included length measurements in inches and centimeters. Is it possible that people have stopped reading descriptions thoroughly? Or is it that reading the phrase, "these earrings are 1 1/2" long" has no meaning without a visual?

Whatever the reason, I decided to add a new type of photo to each of my new listings. I will not go back and add this photo to all of my existing listings. That would make me pull my hair out!

Here's a sampling of what I've added:

What do you think? I would really appreciate some feedback on this. I think the photos of the earrings in my hand not only demonstrate how big or small they are, but they also create a subtle connection to handmade.

All of these earrings are new in the shop. You can click on the photos to go directly to the listings.


Libellula Jewelry said...

I've moved my shops off Etsy but during my time there, I was lucky enough to not have any customers who failed to read descriptions or if they did fail, they didn't complain. That said, I've heard lots of other people say that they've had returns as a result of (1) customers not reading size descriptions and (2) ordering on mobile devices that don't always show the full descriptions or make it hard to read them.

I've always included measurements and photographed my earrings with a ruler standing next to them as they hang on a pottery earring/jewelry bowl. It has worked--so far.

I wish you lots of luck in finding a solution that works for you and your customers. So many ordering from phones had really added another wrinkle to the prep-work we must do!

Brandi Hussey said...

I used to take those kinds of photos, too, for that exact reason! While not totally exact (because hand sizes can vary), I thought it was a great way to show size for a variety of buyers - especially for international buyers, who might not be familiar with inches or have a ruler with inches.

Patty Woodland said...

Were they young? I'm really starting to wonder if young people understand such things.

I put a disclaimer that my pieces look larger in the photographs. I've also started with my new earrings doing the exact same thing - I've not had the issues you mentioned. I've also not had the number of sales you've had either since I'm just not making that many pieces.

Carla from the The River said...

Very interesting. I do wonder, and agree with Patty.
I like your photos.
Best to you.

Cinnamon Jewellery said...

I had a customer return a pendant saying it was smaller than she expected despite the measurements being in the listing description so I understand what you mean.

I sometimes think we see these beautiful close up photos and even thought the sizes are there to read they don't always compute! I've done it with beads I've bought, knowing the size but still being surprised when they arrive and seem smaller than I thought they were!
Taking those photos is a good idea :D

Pagano DesignWorks said...

I think this is a great idea Vicki! I wonder if the mobile explanation holds the weird!

My only concern is that MY nails never look consistently good enough to photo and I would skip photo days to manicure instead! :)

It is good to see the gang is still all here!