Five tips for a clear returns page

While most online store owners spend a lot of time on the layout and usability of their shop, the returns page often seems to be an afterthought. It frequently consists of a long returns policy displayed as a cluttered wall of text. There is no step-by-step guide, no images, and it takes several minutes to read through. This is a missed opportunity, because a good returns page is not only an important part of the returns process, it also helps you manage your return flows effectively.

Why a clear returns page is important 

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

A good, clear returns page is important for several reasons: 

• Many consumers check the returns page before making a purchase. If returning an item is too complicated, there is a chance they will decide against the purchase. 
• A good returns page keeps customers satisfied (after all, there is no reason to complain). 
• Clarity on the returns page prevents return-related questions to customer service. 
• A smart returns page guides customers toward options like an exchange or the use of store credits. This way, you retain both customers and revenue. 

What should you look out for when setting up a returns page? 

We have recently studied the returns pages of a large number of online shops in detail. Based on several excellent examples, we are happy to share five useful tips that many webshop owners can undoubtedly use to improve their returns page. 

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1) Avoid walls of text 

Many webshops choose to combine their returns policy with their returns page. These shops usually have a page called 'returns', which halfway through contains a lengthy returns policy describing the returns process. This often involves an address, a few terms, possibly a registration link, and some instructions on how to pack the products correctly. 

These long blocks of text deter both potential and existing customers. Nobody wants to read through a long story, and there is a high chance that:

• Potential customers checking out the returns page decide to order elsewhere instead.
• Customers who want to return their product end up contacting customer service for further explanation anyway. 

We therefore recommend that webshops keep the text on a returns page as concise as possible. For example, The Musthaves has created a scannable list of 9 points that they really need to include on the returns page. By keeping the list relatively short and using bullet points , they maintain a clear overview.

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Do you still need to include long pieces of text? Solve this the way Bed Bath & Beyonddoes. This webshop has its entire return policy on the returns page, but hidden under clear, collapsible menus. This keeps the page uncluttered and easy to read.

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2) Put yourself in the customer's shoes

A great returns page that keeps the process extremely clear for the customer is the one from PatagoniaThis company has clearly thought through the different paths a customer might take on a returns page. Exchange, return, or repair? The various options are ready and waiting. And if the customer has lost their order number? Patagonia has thought of that too, with a dedicated button. 

The better you understand your customer, the better you can design an effective returns page. A clear menu, all the desired options, and a scannable layout build trust and will encourage potential customers to go ahead and place an order.

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3) Make it visual 

Free People has mapped out their entire returns process in a beautiful visual step-by-step guide. Instead of having to read a dry block of text, the customer gets a clear picture of the process in just a few seconds.

Another thing Free People does well is using clear CTAs (Call To Actions). With these short instructions, the customer knows exactly what they need to do.

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4) Be clear and provide an overview

Loavies has succeeded in creating a beautiful returns page where not only existing customers, but also potential customers, can view the entire returns process before placing an order.

The entire process is visually represented, and carriers and pricing are also clearly displayed.

Most customers highly value clarity and honesty. Providing complete information, as seen on the Loavies website, often has a positive effect on both sales volume and customer satisfaction.

In addition to providing total clarity before an order is even placed, the option to choose between different carriers makes the Loavies returns page extra appealing. This choice gives (potential) customers a sense of control and flexibility, allowing them to select the option that best fits their budget and location.

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5) Guide your customers in the right direction

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

On this clear page, customers will undoubtedly consider an exchange or choosing store credits , whereas they likely would never have considered these options on a returns page consisting of one long block of text.

A returns page is the perfect place to influence a customer's return behavior. By offering a great alternative on this page, a return can easily turn into a new purchase, leaving the customer positively surprised by the convenient return process. 

Optimize your return process with Returnista

Do you need help optimizing your return process? With Returnista, returns are no longer a pain point. Increase customer satisfaction and reduce your costs. Would you like a return portal in the style of your own webshop, just like Decathlon, Loavies, and Asos? Then request a demo on our website.

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