Talk to a humanShoppers worried about fit, so the store made more of its returns policy and how easy exchanges are. The change hurt add-to-cart rate, and testing showed the cost.
Highlighting the Returns Policy on Product Pages Cuts Add-to-Cart Rate 3.6%
Goal
Add-to-cart rate
Result
-3.6% Add-to-cart rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we make the returns and exchange policy more prominent, then add-to-cart rate will increase because shoppers will feel confident they can easily swap items that don't fit.
What We Changed
- Gave the returns and exchange policy more prominence.
- Emphasized how easy it is to swap products that don't fit.
The Results
How the new version compared with the original, across all devices.
-3.6%
Add-to-cart rate
+0.6%
Click-through rate
-0.6%
Bounce rate
Key Learnings
- Reassurance about fit didn't lead to action: add-to-cart rate fell 3.6%.
- The original had a 90.5% probability of performing better after 12 days and 23,060 visitors.
- Mobile took most of the hit, with add-to-cart rate down 5.8% versus 0.8% on desktop.
Detailed results breakdown
Add-to-cart rate
-3.6%
Click-through rate
+0.6%
Bounce rate
-0.6%
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