rocknbil - 3:57 pm on Mar 8, 2009 (gmt 0)

How important are returns to you?

Pretty important, but in 4 years I can count the returns on both hands. Although some were obvious they didn't fully read the details, most of them were a user issue - they see themselves as a size 7 but are actually a size 12. :-)

If it is plain as day that they ordered what they thought they did . . .

This is what I'm saying. You can make it plain as day, and there's no guarantee they will actually read it, or use what you've put in place. At every point in the navigation there are links, thumbnails, and other widgets for someone to verify the product, stock, options, everything. We even have a link after calculating shipping: "Shipping seems too high? We may have an error, contact us." Oddly enough, every single customer that has used that link to notify us has completed the order.

If you've ever had kids, you can probably understand the difference between what someone wants and what you think they want . . . and which of the two wins in the end.