While most online store owners give a lot of thought to the layout and usability of their shop, the returns page sometimes seems to lag behind. It often consists of a long returns policy, displayed in a confusing piece of text. No step-by-step plan, no pictures and it takes several minutes to read through it. This is a shame, because a good returns page is not only an important part of the returns process, it also helps you to manage your returns.

Why a clear return page is important 

What exactly do we mean by the returns page? This is the page customers visit when they want to return their product. The page usually contains instructions, and sometimes the option to register a return online. 

A good, well-organized returns page is important for several reasons: 

• Many consumers check the returns page before making a purchase. Is returning too complicated? Then there is a chance that they abandon the purchase. 
• A good returns page keeps customers happy (after all, there's no reason to complain). 
• Clarity on the returns page prevents returns process-related questions to customer services. 
• A smart returns page leads customers to an exchange action or the use of store credits, for example. So you retain customers and turnover. 

What should you pay attention to when setting up a returns page? 

Recently, we have extensively studied the returns pages of a large number of online stores. Based on a number of excellent examples, we would like to share five useful tips that many online store owners can undoubtedly use to improve their returns page. 

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1) Avoid pieces of text 

Many Web shops choose to merge their return policy with their returns page. These shops usually include a page called "returns," which halfway through a lengthy return policy contains a description of the return process. This often includes an address, a few deadlines, possibly a link for registration, and some instructions on how to package the products correctly.

These long texts put off both potential and existing customers. No one wants to read through a long story, and the chances are high that:

• Potential customers who take a look at the returns page will order elsewhere.
• Customers who wish to return their product should contact customer service for further explanation. 

We therefore advise online stores to keep the text on a returns page as short as possible. For example, The Musthaves has compiled a scannable list of 9 points that they really want to put on the returns page. By keeping the list relatively short and presenting it in bullet points, they keep the overview.

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Do you still want to put long pieces of text? Then solve this like Bed Bath & Beyond. This shop has the entire returns policy on the returns page, but hidden under clear fold-out screens. This keeps the page quiet and easy to read.

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2) Put yourself in the shoes of the customer

A great return page that keeps the process extremely clear for the customer is the one from Patagonia. This company has clearly thought about the different routes the customer can take on a returns page. Exchange, return or repair? The various options are ready and waiting. And has the customer lost the order number? Patagonia has also thought of something for that, with a special button.

The more you put yourself in the customer's shoes, the better you will be able to design your return page effectively. A clear menu, all desired options and a scannable whole inspires confidence and will ensure that potential customers dare to place an order.

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3) Make it visual 

Free People has worked out the entire returns process in a nice visual step-by-step plan. Without having to read a dry piece of text, the customer now has a good idea of the process in seconds.

Another thing Free People does well is provide CTAs (Call To Actions). With the help of these short instructions the client knows exactly what to do.

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4) Be clear and offer an overview

Loavies has managed to create a beautiful returns page where not only customers, but also potential customers can view the entire returns process before placing an order.

The entire process is displayed visually, but also carriers and prices can be seen.

Most customers appreciate clarity and honesty. Therefore, complete information, such as that on the Loavies website, often has a positive effect on both the number of sales and customer satisfaction.

Besides the enormous clarity already before an order is placed, the choice of different carriers also makes the returns page of Loavies extra attractive. This choice gives (potential) customers a sense of control and flexibility. It allows them to choose the option that best fits their budget and location.

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5) Point your customers in the right direction

The options you offer on your returns page steer your customers in a certain direction. For example, Organic Basics offers an exchange at the top of their returns page, store credits below that and a refund at the bottom. 

Customers will undoubtedly consider an exchange or the choice for store credits on this clear page, while they would probably never have thought of this on a returns page with one long piece of text.

A returns page is the place where the customer can be influenced regarding a return action. By offering a good action on this page, a return can easily turn into a new purchase and a customer who is positively surprised about the convenient returns process. 

Optimize your returns process with Returnista

Heb je hulp nodig bij het optimaliseren van je retourproces? Retouren zijn met Returnista niet langer een pijnpunt. Verhoog de klanttevredenheid en verlaag je kosten. Wil je net als Decathlon, Loavies en Asos een retourportal in de stijl van jouw webshop? Vraag dan meteen een demo aan op onze website.

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