Increase sales and reduce returns by providing your customer the key details they need to make accurate buying decisions.
Detailed product descriptions along with product images allow e-commerce shoppers to understand essential product features and make informed ordering decisions. There’s a meaningful difference between a tee with the fabric weight of 6oz vs. 4.5oz. Similarly, wearing a 100% cotton tee is a far different experience than wearing a cotton poly blend.
Size charts are another feature leveraged that help ensure customers get correctly fitted apparel. Manufacturers are in an arms race for the most fitted tee. Maybe you’re not the 6’2 135 lb. hipster, so a size chart with detailed measurements goes a long way in setting a realistic expectation of fit. Banana Republic understands this. Custom Ink allows shoppers to toggle between different body types and even apply virtual modeling tools.
Product reviews play an important role. If a SKU is returned because it’s sized larger than normal, then shoppers can see this ahead of time and adjust their order accordingly.
Including multiple product images from different angles help you accurately represent the product and move more merchandise.
Using product images that are placed within the context of it’s intended use will also help sales. Patagonia does a phenomenal job at contextualizing their merchandise. So does J.Crew. And consider, Zappos use of product modeling videos, which can reduce return rates by 80%. Return logic likes the 80/20 rules.
Returns are an inevitable part of e-commerce. The best solution is to provide clear communication pre and post sale. Do the work ahead of time to reduce return rates, reduce labor expenses, save profit margins, and keep customers happy.
