Why should ecommerce stores include exchange and return information at checkout?
The sales process is just as important for the ecommerce store as it is for the consumer. Buyers are seeking to fulfill a want or a need, and it is in this process, all the profit for the store making the sale can be found.
Therefore, it is essential that the user has access to as much information as possible about the purchase process, product description, the experience of other consumers (ratings with comments) and a very clear checkout, especially with regard to the exchange and return process.
It is important to remember that putting products in the cart is just one step in the shopping journey, and a store with a confusing checkout can cause consumers to abandon their carts.
The importance of a good checkout
Guiding the consumer in a pleasant and informative way during the ecommerce shopping process is essential for them to feel satisfied when closing the purchase.
Delayed forms and shipping information loading and a lack of direction for exchanges can lead them to give up the purchase. That is why it is important to pay close attention to these details.
A streamlined way of capturing only the necessary information is good for the company because it can use more accurate information about the consumers, and it also benefits the consumers who will not have to go through the stress of spending too much time on a complex list.
Exchange and return information needs to be accessible at checkout
When completing the purchase, there are a few paths that the consumer can follow.
They can be satisfied with the service, the delivery, and the product and give positive feedback on the item page within the company’s website; they can receive the product and not express their satisfaction and they can also be dissatisfied with the purchase and request to exchange the item they bought.
That is why it is important to highlight the product exchange option at checkout. Thus, even before completing the purchase, the consumer will know the rules and the process they must follow to make an exchange without any fuss and, consequently, will feel even more confident in making the purchase.
In addition, the product is not always returned because it is defective or because it took a long time to arrive and the person chose to buy elsewhere. Sometimes it just does not meet the needs of the consumer.
With that in mind, the exchange can become an opportunity to work on your marketing and improve the brand’s relationship with users, turning negative experiences into new business and regaining customer trust.
How to draw the user’s attention to the exchange and return rules
People who shop online have the habit of looking for the product exchange and return policy in ecommerce stores. As a manager of an online store, it is important to know the ideal way to draw user attention to your brand rules.
It is essential that the description of the exchange policies are in an accessible place, whether in the footer, menu, as an option in the description of the product itself or highlighted at checkout, that is, when the customer finishes filling out their information and closing the cart, one step away from completing the purchase.
Important information in the exchange and return policy
In addition to the need for a clear exchange and return process, it is important that the brand informs the consumer about the deadline for exchanges and refunds, which can be done as a full refund or store credit for the customer to place a new order.
You need to cover all available payment methods in your rules. That will help avoid future problems due to confused buyers.
To create a good exchange and return policy template, just write a clear and concise text that is easy to understand for the consumer.
It would be good to highlight the option of exchanges due to dissatisfaction with the purchased item, the deadline for solving the problem, the refund rules and the step-by-step instructions that the customer needs to follow to request an exchange.
Only 18% of ecommerce stores provide exchange and return information at checkout
Given the relevant role played by the implementation of exchange and return information at ecommerce checkouts, it is important to note that this best practice is rarely seen in most ecommerce sites.
This is demonstrated by the ESHOPPER analysis, which shows that only 18% of the sites in the ESHOPPER ranking have it. Of the sites that have this option, 33% are from the Fashion and Accessories category.
Ecommerce stores should be alert and offer the best experience and comfort to users when providing this information at the time of completing the purchase, which is such a crucial moment.