Talk to a humanEvery product page got the return policy near the add-to-cart area to ease purchase doubts. The change lowered sales, and testing showed the cost.
Return Policy Information on Product Pages Cuts Conversion Rate 6.0%
Goal
Conversion rate
Result
-6.0% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we add a visible return policy to product pages, then conversion rate will increase because clear return information lowers purchase anxiety and builds trust.
What We Changed
- Added the return policy to every product page.
- Placed it near the add-to-cart section or in the product details area.
The Results
How the new version compared with the original, across all devices.
-6.0%
Conversion rate
-6.9%
Revenue per visitor
-3.8%
Orders
Key Learnings
- Conversion rate fell 6.0% and revenue per visitor 6.9%, with an 82.1% probability that the original performs better.
- Add-to-cart rate held steady (+0.8%), so the drop came after shoppers added items.
- Conversion rate fell on both devices: 7.1% on mobile and 4.6% on desktop.
- The test ran 19 days without reaching significance, so the exact size of the drop is uncertain.
Detailed results breakdown
Conversion rate
-6.0%
Revenue per visitor
-6.9%
Orders
-3.8%
Average order value
-3.7%
Add-to-cart rate
+0.8%
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