Why Detailed Product Documentation Reduces Returns in B2B Ecommerce

Why Detailed Product Documentation Reduces Returns in B2B Ecommerce

Want to stop losing money on B2B returns?

Every B2B ecommerce store dreams of buyers who order once, order right and return often.  After all, the right order leads to:

  • Happier customers

  • Bigger repeat sales

Here's the problem:

Returns cost money. Ordering the incorrect part isn't just about giving a refund. Handling fees for processing one return ranges from $10-$65 per item when you factor in shipping, labour and restocking fees.

Most returns start with a bad product page.

The fix is simpler than you think... Detailed product documentation.

Here's exactly why documentation reduces returns, what to include and how to compile it quickly.

Time to dive in!

Inside This Guide:

  • Why B2B Buyers Send Products Back

  • 5x Types Of Documentation That Stop Returns

  • How To Build Better Product Docs

Why B2B Buyers Send Products Back

It’s easy to say “B2B buyers don’t return merchandise just because they feel like it.” Digging deeper, B2B buyers return purchases when the product failed to perform as they expected it would.

And where did they get that idea? Your product page.

Evidence supports this hypothesis. One recent study found that 26% returned a product due to inaccurate expectations created during the shopping process. That statistic increased by 5 percentage points year over year.

It can get even worse in B2B. Buyers may be purchasing technical products to use for a very specific task. One missing spec could render an entire order worthless.

Consider vacuum switching technology. If an engineer is purchasing switchgear, he must understand what rated voltage he requires, what breaking capacity is needed, how many operations are expected from the vacuum interrupters, etc., as well as how the switchgear unit integrates into the existing system. When a vendor of medium voltage gas insulated switchgear provides those details about vacuum switching technology clearly, the purchaser can specify the right equipment for the job before he buys. No guessing. No surprises when it arrives.

Visualize that page now with one line of text and a fuzzy photo...

The buyer has to guess. And guessing is how returns happen.

Returns aren’t the only thing you lose when order mistakes happen. According to research from Sana Commerce, 68% of B2B buyers have been discouraged from ordering online due to order errors. In fact, 91% experience at least one obstacle that prevents them from buying online, with not having accurate information being number one.

Bad info = Wrong orders = Lost customers.

Pretty simple, right?

5x Types Of Documentation That Stop Returns

Not all product documentation is equal. Pages upon pages of fluff will benefit no one. What you need is useful information that answers your buyer's questions before they know they have them.

Here are the 5x types that make the biggest difference.

Full Technical Specifications

This is the big one.

Technical buyers breathe, sleep, eat specs. They want dimensions, weights, ratings, materials, tolerances all in one place. Place specs in a clean table so buyers can scan in seconds.

In the case of vacuum switchgear products, that translates into specifications such as rated current, short-circuit breaking current, mechanical life and insulation levels. Omit one and the customer is left guessing ... or dialing your sales rep.

Rule of thumb: If a buyer has EVER asked you about it in an email, it needs to go on the product page.

Compatibility & Installation Guides

Products can fail 100% on paper and still return. Why? Mismatch.

Compatibility information tells customers what your product is compatible with. Installation instructions show them how to install it. Combined, they address the two questions customers are asking when they make most "incorrect item" returns:

  1. Will this work with what I already have?

  1. Can my team install it?

Include links to downloadable PDF documents manuals, wiring schematics and how-to guides.  They are cheap to produce and will prevent a lot of heartache down the road.

Drawings, Photos & Video

Words can only do so much.

When a customer reads "small footprint" they may have a different image in mind than what is delivered. Include CAD drawings with dimensions and that problem is solved immediately. Crisp pictures from all angles are beneficial as well.

Don't neglect video either. Sometimes a few seconds of video showing the product being used, or a quick rundown of the install process will answer questions that paragraphs of text can't.

Standards & Certifications

In B2B, compliance is everything.

Buyers often cannot use your product unless it meets a basic requirement. Example: IEC ratings on electrical equipment, ISO certifications or regional safety certifications. If your listing page lacks these, the buyer won't place an order... Or will place an order, receive the shipment, open the paperwork and send it right back.

Spell out every certification. Provide links to cert documents.  Builds trust and eliminates one of the easiest excuses for return.

Consistent Info Across Every Channel

Here's something that often gets overlooked...

Product information should be consistent across multiple channels. Your website, PDF datasheets, distributor information and sales representative messaging should all convey the same message.

Gartner research revealed that 69% of B2B buyers encountered discrepancies between what they saw on a supplier's website and what they were told by the sales team. Incongruences like that lead to suspicion. Suspicion leads to inaccurate ordering.

Centralized data repositories such as product information management (PIM) systems ensure consistency. Change a specification once and it updates everywhere.

How To Build Better Product Docs

Okay, you ready to dive in? Well you don't have to overhaul your entire catalog tomorrow. Begin with small steps and edit one product at a time.

Here's a simple process that works:

  1. Analyze return data: Examine what items are returned most frequently and for what reasons.

  1. Talk to your support team: Find the questions buyers ask again and again.

  1. Fill the gaps: Add missing specs, drawings and guides to those pages first.

  1. Standardise the layout: Keep the layout consistent across pages so buyers know where to look.

  1. Review regularly: Update docs whenever a product changes.

Begin with your highest dollar value items. These will often be your most technical items, such as apparatus depending on vacuum switching, or the items that hurt the most when they don't return. One mistake on one of these can cancel the profit from dozens of correctly filled orders.

And here's the bonus...

Great documentation doesn't just drive lower returns. It also reduces support inquiries, shortens sales cycles and helps your store rank better in Google. Comprehensive documentation naturally ranks for a wider variety of the long-tail searches technicians enter when searching for that hyper-specific part.

That's a win-win-win.

Bringing It All Together

Providing detailed product documentation can help significantly reduce returns in B2B ecommerce. Here’s how it helps buyers:

  • Pick the right product first time

  • Understand how it fits and installs

  • Trust your store enough to order again

Buyers retain what they purchase when they know EXACTLY what they are buying. To summarize quickly:

  • Publish full technical specs

  • Add compatibility and install guides

  • Show drawings, photos and video

  • List every certification

  • Keep info consistent everywhere

Sell widgets or vacuum switching derived transmog, doesn't matter. Fill every question on the page...and your returns will plummet.