December 24, 2014 at 13:4310 tips to reduce returns to the online store
Converting your online store visitors to users does not always mean profit. Internet retailers lose a lot of money and reputation on product returns. We analyzed the reasons and compiled a list of methods for working on returns.
1. Optimize product descriptions
First and foremost, avoid using manufacturer descriptions. You should describe the product so well that customers can almost feel it through the screen. Tell us clearly about the shape, size, material, etc. If you have a model that carries the product - make sure that the description contains his / her height, weight and other parameters so that customers can understand how the product suits them.
2. Improve product photos
The visual display of the product says a lot, but you should not confuse customers. Make sure the photos are not too heavily edited or that your product is inaccurate. Offer the customer the opportunity to enlarge the photo, rotate it 360º, etc.
3. Use product reviews and reviews.
Customer reviews are incredibly valuable to anyone who buys online. The reviews give an honest opinion about the product, and customers can give answers to questions that you did not answer. Make sure that the reviews are clearly visible on your site and remember that it depends on you to outweigh the positive reviews.
4. Offer affordable and timely customer service.
Potential customers want to ask a lot of questions before making a final decision on the purchase of goods. And they should be able to contact you immediately throughout the purchase process. Therefore, it is necessary at each stage to offer different methods of contact - it can be a chat, phone number, e-mail address or video call. This approach will help the client to get the maximum information about the product, delivery, payment and more accurately choose the necessary products, which, in turn, will prevent a return.
5. Collect feedback and comments from customers returning items
It is very important to receive and comprehend feedback from customers who returned the goods. They help to understand the reason for the return and work with it. It is important to follow frequently asked questions and customer comments in order to find out if there are any general questions about the products. Follow customer questions, highlight the most popular, and give answers directly in the product description - so you can give the most complete product information and avoid part of the returns. Such information can be obtained from a special return form or by adding comments directly on the product page, the second option will allow you to receive positive feedback from satisfied customers, which will significantly affect future sales.
6. Check the goods and equipment before it reaches the customer
Prevention is better, easier and cheaper than treatment - we all know about it. Now our task is to organize the implementation of this principle in our online stores. According to studies by Western retailers, up to 41% of returns occur because the consumer received the defective goods, and 24% of all deliveries do not contain the goods that the customer ordered. Why not check the contents of the box for the client and to the client, so that you don’t waste time, effort and money returning and apologizing?
7. Deliver on time and with the ability to track
Every aspect of user satisfaction can play a key role in your business. If the customer has been waiting for his order for too long and is not able to track the package, at the time of receipt he may simply be disappointed: “Have I been waiting for this for so long?”. Punctual delivery and control over the status of the order will help you avoid some returns, the reason for which is not in the quality of the goods.
8. Packaging is very important
If you receive a lot of returns with damaged goods, or with non-commercial items (chips on the dishes, wrinkled clothes, a bent box), you should review the packaging in which you deliver your products. Neat, safe and convenient packaging - shows the customer that you care about him, and not just sell.
9. Checkout process
Analyze the process of placing orders that are being returned. Perhaps your order form is too tiring or vice versa, not detailed enough and the person does not have time to find out all the details of interest before the time of purchase? A short order form allows people to make purchases quickly and without difficulties, and a long form allows you to make sure that the right product is ordered and to receive detailed information about payment methods and conditions, speed and delivery method. You should track returns to find the best solution for your business.
10. Tracking and returns system
It is necessary to work with returns and their reasons systematically, and not occasionally. Returns are the same part of the business as work with conversion, logistics and suppliers. Therefore, it is impossible to solve all problems with goods that have not approached and returned with one reactionary action. But it’s important to create a user-friendly and useful tracking system for returning goods. Sometimes products that are often returned at all should be removed from sales, and sometimes the problem is only in poor-quality photos, you can find out the real reasons only if you regularly and carefully observe the whole picture - from the purchase process to its return to the warehouse.
The modern consumer wants to receive the maximum of personal and quick support from sellers. Therefore, it is important to make the use of your service as simple and straightforward as possible, and, if necessary, create a separate working group from the “sales” and service, to resolve returns issues. If you systematically and quickly respond to customer comments, the problem of returned goods will become less and less acute and, in the end, will reach minimum indicators.
1. Optimize product descriptions
First and foremost, avoid using manufacturer descriptions. You should describe the product so well that customers can almost feel it through the screen. Tell us clearly about the shape, size, material, etc. If you have a model that carries the product - make sure that the description contains his / her height, weight and other parameters so that customers can understand how the product suits them.
2. Improve product photos
The visual display of the product says a lot, but you should not confuse customers. Make sure the photos are not too heavily edited or that your product is inaccurate. Offer the customer the opportunity to enlarge the photo, rotate it 360º, etc.
3. Use product reviews and reviews.
Customer reviews are incredibly valuable to anyone who buys online. The reviews give an honest opinion about the product, and customers can give answers to questions that you did not answer. Make sure that the reviews are clearly visible on your site and remember that it depends on you to outweigh the positive reviews.
4. Offer affordable and timely customer service.
Potential customers want to ask a lot of questions before making a final decision on the purchase of goods. And they should be able to contact you immediately throughout the purchase process. Therefore, it is necessary at each stage to offer different methods of contact - it can be a chat, phone number, e-mail address or video call. This approach will help the client to get the maximum information about the product, delivery, payment and more accurately choose the necessary products, which, in turn, will prevent a return.
5. Collect feedback and comments from customers returning items
It is very important to receive and comprehend feedback from customers who returned the goods. They help to understand the reason for the return and work with it. It is important to follow frequently asked questions and customer comments in order to find out if there are any general questions about the products. Follow customer questions, highlight the most popular, and give answers directly in the product description - so you can give the most complete product information and avoid part of the returns. Such information can be obtained from a special return form or by adding comments directly on the product page, the second option will allow you to receive positive feedback from satisfied customers, which will significantly affect future sales.
6. Check the goods and equipment before it reaches the customer
Prevention is better, easier and cheaper than treatment - we all know about it. Now our task is to organize the implementation of this principle in our online stores. According to studies by Western retailers, up to 41% of returns occur because the consumer received the defective goods, and 24% of all deliveries do not contain the goods that the customer ordered. Why not check the contents of the box for the client and to the client, so that you don’t waste time, effort and money returning and apologizing?
7. Deliver on time and with the ability to track
Every aspect of user satisfaction can play a key role in your business. If the customer has been waiting for his order for too long and is not able to track the package, at the time of receipt he may simply be disappointed: “Have I been waiting for this for so long?”. Punctual delivery and control over the status of the order will help you avoid some returns, the reason for which is not in the quality of the goods.
8. Packaging is very important
If you receive a lot of returns with damaged goods, or with non-commercial items (chips on the dishes, wrinkled clothes, a bent box), you should review the packaging in which you deliver your products. Neat, safe and convenient packaging - shows the customer that you care about him, and not just sell.
9. Checkout process
Analyze the process of placing orders that are being returned. Perhaps your order form is too tiring or vice versa, not detailed enough and the person does not have time to find out all the details of interest before the time of purchase? A short order form allows people to make purchases quickly and without difficulties, and a long form allows you to make sure that the right product is ordered and to receive detailed information about payment methods and conditions, speed and delivery method. You should track returns to find the best solution for your business.
10. Tracking and returns system
It is necessary to work with returns and their reasons systematically, and not occasionally. Returns are the same part of the business as work with conversion, logistics and suppliers. Therefore, it is impossible to solve all problems with goods that have not approached and returned with one reactionary action. But it’s important to create a user-friendly and useful tracking system for returning goods. Sometimes products that are often returned at all should be removed from sales, and sometimes the problem is only in poor-quality photos, you can find out the real reasons only if you regularly and carefully observe the whole picture - from the purchase process to its return to the warehouse.
The modern consumer wants to receive the maximum of personal and quick support from sellers. Therefore, it is important to make the use of your service as simple and straightforward as possible, and, if necessary, create a separate working group from the “sales” and service, to resolve returns issues. If you systematically and quickly respond to customer comments, the problem of returned goods will become less and less acute and, in the end, will reach minimum indicators.