Learning from what goes wrong.
WHY THIS MATTERS
Returns cost money twice: the refund and the shipping.
Most shops never analyse why.
HOW TO DO IT
"Here are the reasons given for returns over six months. What themes appear? Which are preventable?"
WHAT YOU USUALLY FIND
Sizing, for clothing Expectations not matching the photograph Description missing something important Damage in transit
THREE OF THOSE FOUR ARE FIXABLE ON THE PRODUCT PAGE
FOR REVIEWS
"Here are our reviews. What do customers praise? What do they complain about? What do they mention that we do not address on the product page?"
That last question frequently produces the most useful answer.
WHAT TO DO WITH IT
Fix the top two causes.
A sizing guide added to a product page reduces returns measurably.
WHAT NOT TO DO
Generate reviews Remove negative reviews selectively, which is deceptive and in some jurisdictions unlawful
THE CADENCE
Quarterly.
