Returns in e-commerce are an integral part of business, but they present specific challenges compared to brick-and-mortar stores.
Veronica Barberena
Veronica Barberena
August 14, 2024 — 2 minutes reading time
How to reduce returns in e-commerce?
Photo by cottonbro studio
Return rates in e-commerce are noticeably higher, standing at 18.1% according japan telegram data to Hubspot , in contrast to brick-and-mortar returns, which range from 8-10%. Despite being a tedious process that requires time and effort, returns cannot be completely avoided. However, a simple return process can lead to 92% of customers making repeat purchases.
The main reasons for returns include:
Damaged or broken products: This is the most common cause and can be addressed by improving packaging or changing the shipping company.
Item does not match description: 64% of returns are due to this discrepancy.
Customer dissatisfaction: The product does not meet customer expectations.
Unsatisfactory quality: The perceived quality does not justify the price paid.
Late deliveries: Products that arrive late are also frequently returned.
To address these issues and reduce return rates, the following tactics are suggested:
Detailed product descriptions: Use descriptive titles, paragraphs highlighting the solution the product offers, lists of key specifications, and testimonials or calls to action that reinforce the purchase.
Product Image Enhancement: Provide high-quality images from multiple angles and in different usage contexts.
Dynamic sizing charts: Especially crucial for the fashion industry, where sizing accuracy can significantly reduce returns.
Customer Reviews: Encourage detailed reviews that include specifications such as height, weight, and body type, helping other customers make informed decisions.
Encourage exchanges: Offer incentives for customers to choose to exchange products instead of returning them, thus maintaining engagement with the store.
Quality Tiles: Use sections on product pages to highlight quality, craftsmanship, and materials, aligning perceived value with price.
Customer Journey Mapping: Create a digital journey that includes informational touchpoints, such as post-purchase emails, to educate and keep customers excited about their purchases.
Implementing these strategies can not only reduce returns, but also improve customer satisfaction and foster long-term loyalty.
Conclusion
Returns in e-commerce are an inevitable but manageable challenge. High return rates compared to brick-and-mortar stores can be mitigated through a combination of well-planned strategies. Improving the accuracy and clarity of product descriptions, providing detailed images, implementing dynamic size charts, and valuing customer feedback are critical steps. Additionally, encouraging exchanges instead of returns, using quality tiles, and mapping the customer journey to include informative touchpoints can significantly improve the customer experience and reduce returns. By adopting these practices, online stores can not only minimize returns but also increase customer satisfaction and loyalty, thereby strengthening their position in the competitive e-commerce market.