Adding a return policy link to product pages aimed to reduce purchase anxiety and answer questions about returns before they become objections. See how it impacted conversions and user engagement.
Adding Return Policy Link on Product Pages
Goal
Conversion rate
Result
-1.4% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we add a visible return policy link to product detail pages THEN the conversion rate on PDPs will increase BECAUSE the returns policy answers some of the questions that can prevent customers making making a purchase
What We Changed
- Added a “Easy Returns” link near the Add to Cart section.
- Styled the link to match PDP content.
- Clicking the link directs users to the Return Policy page.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+3.6%
Click-through rate change
+1.7%
Change in amount of clicks
+1.0%
Add-to-cart rate change
Key Learnings
- There was a small increase in mobile conversion rate and we could see that customers were interacting with the returns policy.
- Desktop users engaged more due to reduced bounce rates.
- Desktop conversion rate dropped. The additional UI element added as more of a distraction than a motivator.
- Mobile bounce rate decreased, which contradicts the increase in conversion rate.
- Recommendation: re-run the experiment, focusing specifically on mobile with an extended duration.
Detailed results breakdown
Add-to-cart rate change
+1.0%
Average order value
-4.8%
Click-through rate change
+3.6%
Lift in conversion rate
-1.4%
Change in revenue per visitor
-6.8%
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