Today, an e-tailer’s return policy is a real selling point. It’s an integral part of the conditions that trigger a purchase. As consumer expectations evolve, e-tailers need to keep pace. The way you manage your e-commerce returns can have a direct impact on your sales and customer loyalty.
⇒ Over 63% of consumers take the time to review a return policy before making a purchasing decision.(ReadyCloud)
⇒ 92% of buyers say they will buy again if the return process is easy(Invesp)
How do you create an effective returns management policy?
The way you manage your returns plays an important role in the decision to buy from your brand.
If your policy isn’t well thought-out, visitors to your site won’t decide to buy from you. On the other hand, if it’s well thought-out and well-constructed, you can have a positive impact on your results:
More conversions
A clear, customer-focused returns policy improves your chances of converting a potential customer into a buyer.
Fewer calls to the after-sales service for returns
By explaining the entire returns process upstream on your website, you can free up your staff’s time and relieve your customer relations department. You’ll no longer have to answer questions like “How can I exchange an item?” or “When will I receive my refund?”.
Satisfied customers
By demonstrating a returns policy that addresses your customers’ concerns, potential questions and disincentives, you build trust and improve customer satisfaction.
The best return policies are designed to become a powerful marketing asset by promoting a positive shopping experience.
Here are our tips for creating an effective returns management policy that meets your customers’ expectations:
Your return policy must be visible and easily accessible on your site.
Too many brands make the mistake of unintentionally “hiding” their return policy page. This is a wasted opportunity, as most potential buyers want to have access to these conditions before making a purchase.
A common mistake is that the link to this specific page is often found in the footer of your site, leading directly to the return process without any prior explanation. This can create a frustrating and disappointing experience for users.
Get straight to the point
Not enough information on returns is frustrating. Too much information is just as frustrating! In fact, for the sake of completeness (or deterrence?), some e-tailers have return policies that are too long and indigestible to read. It’s essential to put yourself in the surfer’s shoes and offer clear, short content that gets straight to the point. You run the risk of making potential buyers lose patience if they don’t find the information they’re looking for before making their purchase. What’s more, it can give the impression that you’re deliberately trying to confuse the reader, or hide an inflexible return policy.
Your customers need to be able to quickly and easily understand what they need to do if they want to return their purchase.
Provide essential information
Simplify your texts and FAQs, and create links that point directly to the returns process. Your policy should answer at least the following questions:
- How long will it take?
- What if I want an exchange instead of a refund?
- Is the return paid for by the company or by the buyer?
- How do I edit a return label?
- What is the type of return (relay point, carrier collection…)?
This information reassures customers and reduces the risk of returns.
Trust your customers
Traditionally, e-tailers wait to receive return parcels in order to check the products and ensure that they correspond to the original purchase and are not damaged. However, only 5% of returns are reported to be fraudulent (Apriss), so it makes sense to focus on the vast majority of compliant returns so as not to damage the experience of your honest customers.
So don’t hesitate to start reimbursing your customers as soon as you have confirmation of the carrier’s acceptance.
Create a smooth, fast process
To build trust with your customers, you need to make returns quick and easy.
Integrating the label directly into the dispatched parcel may seem simpler, albeit less environmentally friendly. However, the pre-printed label often requires a return to a relay point, so the customer prefers to print the label so that the parcel can be picked up by a carrier. So it’s not necessarily necessary to apply the pre-printed label at the time of dispatch.
What’s more, when the customer prints the label, he or she can analyze the reason for the return and know in advance which product is involved. The e-retailer can already know whether he can handle this type of return. He also knows exactly what he’s going to receive.
A well-constructed returns policy is a real selling point for your customers. It’s a sound investment in customer satisfaction and loyalty.
Use the tips above to build your own policy based on your brand image and values.