Holidays are knocking on our doors. If you ask online store owners what keeps them up at night during the peak shopping season, we bet most would mention product returns. Returns become a major headache for most eCommerce business owners specially during the holidays and the returns day. As per a report, up to 13% of in-store holiday purchases are returned, and for online purchases, that number is closer to 30%. With the increased sales, handling returns effectively often becomes difficult leading to lost customers and negative impact on bottom-line.
One of the major return reasons is ‘product did not match description.’ According to a report by salecycle, nearly 64% of items are returned due to this reason. Therefore, it’s extremely important to review your product listing before you enter the holiday sales so that it’s all celebrations, with little to no disappointments! Let’s take a look how you can up your game in producing a well-descriptive and accurate product listing to prevent returns-
Amp Up your Product Description
While customer buying items physically have the advantage of experiencing products by either feeling the fabric or trying out a piece of cloth, online shoppers majorly depend on product description to buy items that fit their needs. As an online store owner, you must offer your customers with the accurate product description so that they take well-informed purchase decisions.
According to survey, nearly 43% of shoppers states poor product description as their top irritation when researching products online, while 48% said their top irritation post purchase is that the item didn’t meet their expectations. This data clearly proves the importance of providing customers with as many details as possible about the product. Now is the time to revisit your product description pages if you haven’t!
Allow Buyers to Ask Questions
A shopper in a physical store get to ask multiple question to the sales executive selling the product before making a purchase, whether it be about the size, the washability, durability, and so on. He doesn’t have this leverage while shopping online. Try to make your customer’s online shopping experience just as he would have it while shopping from a physical store. Let them ask questions! You can use a Question and Answer software in your product description page for shoppers to ask and you to answer. A smart way to use this information is by providing additional content on the product page. You would automatically see a decline in the number of questions asked about the products.
Focus on Creating High-quality Photos and Videos
Visually appealing yet accurate content plays a large role in ensuring customers do not return an item. According to a Baymard research, average consumers want to see between 3-5 images of a product before purchasing. Provide as many photos and videos as you can of your products to help buyers understand exactly what to expect when it arrives. This leaves limited chances of surprise for the customer and lesser number of returns for you. Click pictures from all angles possible, provide zoom feature for shoppers to take a look at the key details of the product. You surely don’t want your shoppers to return an item because he didn’t like the threadwork on the item!
Pro Tip: Allow customers to upload photos/videos of the product on your online store. While user-generated visual content helps with conversion, it also allows brands and retailers to reduce product returns. Shoppers better understand what a product looks like in “real life” when it’s used by real people.
Display Customer Reviews in your Product Description Page
Product reviews are an essential part of your product page. Data suggests, around 97% of customers use ratings and reviews before making a purchase on an online store. Reviews help steer consumers toward products that fit their needs. And they also steer them away from products that don’t–reducing the number of product returns you receive.
Let’s take an example. A customer is shopping for a new shirt. He finds a shirt in Vanheusen that fits his budget and has an average rating of 4.5.
But before buying, he digs into some of the one-star reviews. There he finds that the shirt has a dull color and that the color fades after a few washes.
Instead of doing more digging, he has confidence in his purchase specifically due to the several mentions of the shirt with high star ratings.
Highlight Size & Fit Information
Shoppers return products for a myriad of reasons. But for apparel and footwear brands and retailers, incorrect fit is one of the biggest reasons for product returns.
This isn’t surprising, as online shoppers can’t try on clothing or shoes prior to purchase. Shoppers can always purchase the size they typically wear, but we know that things can run small or large per brand.
If you think your brand falls into that category, you can reduce size-related returns by helping shoppers identify the right size with relevant shopper information. You can do this by asking shoppers who write reviews to include information about the size and fit of the product.
The key to reducing eCommerce returns is to provide buyers with every kind of product information they need on the description page. Don’t let a lack of product information be the downfall to your holiday season sales. EcoReturns by Saara helps prevent returns using AI-powered product tagging, fixing product listing discrepancies, high-level analytics, and many more features. Get in touch with us if you want to reduce returns by up to 30%.