How to reduce the percentage of returns in the online store?
One of the biggest challenges facing online retailers is the decline in product returns. Not only do returns come with hidden costs of inconvenience, it often takes a while for retailers to realize that they are losing a lot of profit due to product returns.
Most frequently returned e-commerce products in 2021
Globally, 21% of product returns are for apparel, followed by:
• Shoes (12%)
• Consumer electronics (8%)
• Bags and accessories (6%)
• Books, music, films and games (5%)
• Cosmetics and body care (5%)
While e-commerce returns cannot be ruled out, merchants can prepare by monitoring trends and analyzing the latest market data. Here are some helpful tips to help online merchants understand what leads to product returns and how to optimize site performance, reduce the risk of increased e-commerce chargebacks, and satisfy more online shoppers:
1. Improve product photos
Quality photography can help bridge the gap between the reality of a product and customer expectations. Photos must show products from multiple angles, 360-degree views, zoom options, lifestyle images, and product videos where appropriate. Images of all product color options and other variations must also be provided. In addition to professional photography, consider embedding an Instagram gallery on your website. This element will clearly show that your product is worn or used by a wider range of consumers.
2. Detailed product description
Customers cannot touch or touch online products, so written product descriptions are important. A well-written description allows buyers to experience the product with all five senses, and you also need to show all applicable details of the product, such as the materials used, special care instructions, and other reasons why the product is unique.
3. Provide accurate size information
Returns due to size mismatches are an inherent problem in e-commerce. Since customers cannot try on clothes before placing an order, it is important to calculate the size accurately and consistently, as well as provide brand-specific measurements and size charts on the website. Some companies now offer sizing guides where customers can enter their height and weight for best size advice; AI assistants are another increasingly common option. By providing sufficient sizing information prior to purchase, shoppers can order the right model with confidence, rather than ordering several different sizes and styles and then returning all but their favorite (51% of shoppers in the luxury industry do this – a practice known as “pricing” ).
4. Collect customer feedback
Gather on the return form information about why the customer is returning the item. Read reviews online. By taking the time to understand what makes a profit, you can solve these problems by taking appropriate action: adding more product views, writing better descriptions, fixing sizing inconsistencies, and so on.
5. Check if the order is correct
It is very important to have internal measures in place to ensure that the correct item is sent to the customer in the first place. This will directly avoid lost sales, negative customer experiences, additional shipping costs, discarded products, and time spent processing returns and refunds. This is also a good time to confirm that all shipments are packaged to prevent possible damage.
6. Have a generous return policy
Have a generous return policy. While it may seem counterintuitive, returns actually go down when products are slow to return them. Perhaps it has something to do with the fact that customers become more attached to these things as they stay with them longer. A great example is Zappos, which has successfully implemented this model by offering a 365-day return policy.
It’s no secret that hassle-free returns and exchanges encourage consumers to buy specific brands and improve the overall customer experience. 95% of shoppers will return to stores that are easy to return.
The above data is for reference only.
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