We tested the impact of highlighting the returns policy on customer confidence and purchase behavior. Discover how this change affected engagement and conversions.
Implementing Returns Policy Advertising
Goal
ACR
Result
-3.58% (ACR) ACR
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we emphasize the returns policy, then customer confidence will increase because they know exchanges are easy and hassle-free.
What We Changed
- Highlighted the returns policy on product pages.
- Added an easy-to-understand exchange process.
- Emphasized hassle-free returns flow.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+0.6%
Click-through rate change
+0.5%
Change in amount of clicks
-0.1%
visitors
Key Learnings
- Clear returns policy did not significantly boost conversion rates.
- Slight increase in click-through suggests interest in policy details.
- Highlighting returns policy may reduce bounce rates by providing assurance.
- The change did not drive more cart additions as expected.
Detailed results breakdown
Add-to-cart rate change
-3.6%
Click-through rate change
+0.6%
Change in amount of clicks
+0.5%
visitors
-0.1%
cart adds
-3.7%
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