Reducing returns? How to keep customers happy and costs down
Returns are a part of e-commerce. But when they become too many, it costs you time, money and maybe even customer trust. Fortunately, you can significantly reduce the number of returns with a few smart adjustments. In this blog we share practical tips to reduce returns and keep customer satisfaction high.
Why returns happen (and what you can do about it)
Returns are often not a coincidence. In most cases they are caused by:
- Wrong expectations: The customer orders something that turns out to be different than expected.
- Wrong size or fit: Especially with clothing, shoes or products with dimensions.
- Excessive delivery time: The customer has already bought the product elsewhere before it arrives.
- Poor product information: No clear explanation, unclear pictures or no reviews = doubt = return.
- Free returns: Free returns encourage customers to order multiple sizes, for example, which leads to more returns, while the lack of this option actually makes customers choose more focused and less likely to return something.
1. Provide clear and honest product information
- Use clear product photos
Show the product from multiple angles, preferably also in use. For clothing: show models with different sizes. - Be honest in your descriptions
Exaggerating may get you a sale, but it also gets you a return. Write as you would want to read it yourself. - Include size charts and measurements
For clothing: give clear size recommendations such as girth size, length etc. This gives your customer just a little more security if they are unsure about the size. In furniture: show how big it is in a room.
2. Collect and show reviews
Customers help each other tremendously with their feedback. A review like "Falls a little smaller" or "Perfect for a narrow foot" prevents mis-purchases. With product reviews, show what the customer really thinks of the product. The customer can give stars for each product they purchased and their experience.
Want to know more about collecting product reviews within WebwinkelKeur? Then click here!
3. Offer help before purchase
Think of a live chat, WhatsApp or quick email response to questions. You can remove doubts in advance, which prevents returns. Reachability is very important to consumers. A quick response can ensure a satisfied purchase in your online store.
For example: "Does this shoe fit a wide foot?" A simple answer prevents a return and shows your service.
4. Be transparent about your delivery time
Late delivery = dissatisfied customer = higher chance of return.
Give a clear indication of the delivery time with each product, and keep customers informed of any delays. Should you see that the package is delayed, it is best to keep the customer informed via email or a phone call, for example. Your customers may see this as personal attention.
5. Make returns easy - but learn from them
Yes, you read it right. A user-friendly returns process does not necessarily lead to more returns, but to happier customers. And: you learn a lot from it.
Analyze why customers return (ask in the return form!)
Recognize patterns: if a product is often returned, something is wrong.
6. Use return data to improve
Do many returns come from one item? Check the description, photos or size info. You can also ask your customer the reason for the return. This will already give you a lot of insights.
Let the team (customer service, marketing, purchasing) think about adjustments.
Return data = customer feedback = opportunity to improve your shop.
Finally: preventing returns starts with managing expectations
Your customer doesn't have to think, "I'll see if it's something."
You want them to think, "This is exactly what I need."
Clarity, honesty and a little extra service make all the difference in that.
Bonus for WebwinkelKeur members:
Use product reviews and automatic invitations smartly. That way you not only gather reviews, but also valuable insights about your offerings.