While most webshop owners put significant effort into the layout and usability of their online store, the return page often gets overlooked. Many times, it consists of a lengthy return policy displayed as a wall of text. No step-by-step guidance, no visuals, and reading through it can take several minutes. This is a missed opportunity because a well-designed return page is not just a vital part of the returns process—it also helps streamline your return flows.

Why a return page matters?

The return page is where customers go when they want to return a product. Typically, it includes instructions and sometimes allows online registration for a return.

An effective and well-organized return page matters for several reasons:

• It influences purchasing decisions. Many customers check the return page before completing a purchase. If returning items seems complicated, they may choose not to buy at all.
• It keeps customers happy. A straightforward return process leaves no room for frustration.
• It reduces customer service inquiries. Clear instructions on the return page mean fewer questions about the process.
• It drives customer retention. A smart return page can encourage exchanges or the use of store credits, helping you retain revenue and customers.

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How to create a great return page

After analyzing the return pages of many webshops, we’ve identified five actionable tips to help webshop owners improve their return pages.

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1) Avoid walls of text

Some webshops combine their return policy with their return page. These pages often feature a lengthy description of the return process buried within policies and details, such as an address, timelines, a registration link, and packaging instructions.

These blocks of text can deter both potential and existing customers. No one enjoys reading a novel just to understand the return process. The consequences:

• Potential customers may abandon their purchase after checking the return page.
• Customers trying to return an item may contact customer service for clarification.

To solve this, keep the text on your return page concise. For example, The Musthaves uses a scannable, 9-point list that keeps the page clean and digestible. Bullet points and brevity maintain clarity and ease of use.

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If detailed text is unavoidable, follow the example of Bed Bath & Beyond. Their return page includes the entire policy but hides it under expandable sections, keeping the layout tidy and easy to navigate.

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2) Put yourself in the customer’s shoes

Patagonia has crafted a thoughtful return page that considers all possible customer scenarios. Whether a customer wants to exchange, return, or repair an item, the options are clearly laid out. And if someone has misplaced their order number, Patagonia offers a solution with a dedicated button.

By anticipating customer needs and questions, you can create a return page that builds trust and encourages purchases. A well-organized menu, clear options, and a scannable design inspire confidence.

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3) Make it visual

Free People has transformed their return process into a visually appealing step-by-step guide. Without reading through dense text, customers can quickly grasp the process.

Additionally, Free People uses Call-to-Actions (CTAs) to guide customers with short, actionable instructions, ensuring they know exactly what to do.
Visit Free People

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4) Be transparent and provide clarity

Loavies sets a great example with a return page that’s clear and comprehensive, even for customers browsing before purchasing. Their page features a visual breakdown of the process and includes details about carriers and costs.

Customers value transparency. Providing all the necessary information upfront can boost both sales and satisfaction. Loavies even offers multiple carrier options, giving customers the flexibility to choose what works best for their budget and location.
Visit Loavies

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5) Guide customers toward preferred outcomes

Your return page can subtly influence customer decisions. For instance, Organic Basics structures their return page to prioritize exchanges, followed by store credits, with refunds listed last.

This layout encourages customers to consider alternatives to refunds, such as exchanges or credits, which might not occur to them otherwise.
Visit Organic Basics

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Optimize your return process with Returnista

Need help perfecting your returns process? With Returnista, returns are no longer a hassle. Enhance customer satisfaction and lower costs. Join brands like Steve Madden, Nikkie, and Filling Pieces by integrating a return portal that matches your webshop’s style.