What do you know about how your product returns policy works? If you think that it is just a portion of text that is briefly skimmed over by consumers some of the time before they make a purchase… think again.
As a matter of fact, surveys and studies have found that over 60% of consumers will take the time to actually read your returns policy in its entirety. If you are not offering them the convenient returns that they want, it’s unlikely that they will make the purchase.
In addition, consumers want to know that your returns policy is favorable, that they won’t get hit with lots of returns fees and that it will be easy to make a return, so advises a TrueShip article on improving your RMA portal.
So just what can be done to make the RMA portal at your online store more consumer friendly and conducive to generating more sales? We’ve got you covered in this breakdown of five ways that it can be improved.
One: Define Your Returns Policy
Make sure that your returns policy is clearly defined. You want it to be written in easy to understand and read language that is not confusing to the prospective customer.
Make sure that you include elements that cover:
- How long an item can be returned after purchase.
- Shipping and handling costs that would be incurred.
- Whether or not there are restocking fees involved.
- What can and cannot be returned.
- The condition the returned item needs to be in.
Two: Understand how you Profit from Returns
Another way of improving your RMA portal is to understand how you might profit from returns. A related white paper offers advice on profiting from returns. Basically, it advises that you view returns as a marketing effort and expense.
Your most loyal customers will also make the most returns. Stores like Zalando and Zappos have a return rate of 50%, and always have had one. But their repeat buyers keep coming back because they know that they can easily make a return. Bear this in mind.
Three: View Absorbing Returns Cost as Marketing Expense
So how can returns be a marketing expense? Because the consumer has to revisit your website to place the return. They can then be offered an in-store credit with a bonus, which keeps their revenue in-house. They also can be advertised to again. What’s more, they will do future business with your company when the return experience is convenient.
Four: Take into Consideration the “After Buying Experience”
Never, ever overlook the after buying experience. This is where the customer has to a return a product. Make sure that the RMA portal is very user-friendly. Experts advise that placing a return should be as easy or easier for the customer as making the purchase was for the best results.
Five: Advertise Your RMA Portal to Consumers
Lastly, make sure you advertise your convenient RMA portal to your customers. Let them know that you make returns simple, fast and convenient. Major online stores that have easy returns place banners all over their website to let consumers know that they can shop confidently.
If your website is not doing this, then you are wasting the resources that you have used to create the RMA portal. Fortunately, you have the ability to update your returns policy and make it easy for consumers before it’s too late.