Every return is not only a lost sale but also a cost of logistics, handling and often the product itself. The good news is that a large share of returns can be prevented before the customer even clicks "buy." All it takes is making sure they know exactly what they are ordering and receive the product in perfect condition. Below you will find 6 proven ways to reduce returns.
Table of contents
- 01 How does accurate product information reduce returns?
- 02 How do product photos affect the number of returns?
- 03 Why is a clear returns policy worth having?
- 04 How do customer reviews reduce returns?
- 05 How does packaging protect against returns?
- 06 How does the delivery method affect returns?
- 07 Summary
01 How does accurate product information reduce returns?
Provide accurate product information. On the product page, include as much detailed information as possible. For cosmetics, supplements and food products, list the full ingredients. Remember to highlight information that matters to people with allergies.
Product composition applies not only to food and cosmetics, but also to apparel and footwear:
Also include care and washing instructions on the product page.
02 How do product photos affect the number of returns?
Use high-quality photos that show the product from different angles and offer zoom and a 360-degree view. This helps users get to know the product better and reduces the likelihood that they will return it because of mistaken assumptions about how it looks.
Nike's e-commerce store presents its shoes in a dynamic, interactive way. Users can click on a shoe and rotate it 360 degrees to view it from every angle. This way of presenting products reduces returns.
You can also show how the product looks styled in an outfit:
Make sure you provide a clear size chart for apparel and footwear.
03 Why is a clear returns policy worth having?
Make your returns policy clear and easy to find in your e-commerce store. Explain how to make a return, what the customer can expect during the process and how long the process will take.
04 How do customer reviews reduce returns?
Encourage users to leave post-purchase reviews of products. This provides valuable feedback for other users and can help reduce the likelihood of returns by setting clear expectations for the product.
05 How does packaging protect against returns?
Make sure your product packaging is solid and protective to reduce the likelihood of damage during shipping. Useful techniques:
- Wrap items in bubble wrap to protect them from impacts and shocks in transit.
- Foam is a great way to protect delicate items during transport.
- Double-boxing is a technique in which you place the item in a smaller box and then place that box inside a larger shipping box.
- Packing peanuts are a great way to fill empty space in a box and provide cushioning.
- Use appropriate labeling - mark the box as fragile or "handle with care."
- Use strong packing tape to seal the box securely.
- Consider buying shipping insurance to protect your item in transit.
06 How does the delivery method affect returns?
Give the customer the freedom to choose any convenient delivery method for shipments from your e-commerce store.
07 Summary
Returns rarely come out of nowhere - most often they result from a gap between what the customer expected and what they received. That is why the most effective fight against returns starts on the product page: an accurate description, high-quality photos and authentic reviews set the right expectations. The rest is handled by a clear returns policy, solid packaging and convenient delivery. Get these elements right and you will lower costs while raising customer satisfaction.