Adding Return Policy Link on Product Pages

Discover how adding a return policy link on product pages influenced mobile conversions, user engagement, and bounce rates in this insightful experiment.

Metric

Conversion rate

Lift change

-1.4%

Adding Return Policy Link on Product Pages – Control screenshot

Control

Adding Return Policy Link on Product Pages – Variation screenshot

Variation

IF we add a visible return policy link to product detail pages THEN the conversion rate on PDPs will increase BECAUSE the returns policy answers some of the questions that can prevent customers making making a purchase

What We Changed

  • Added a “Easy Returns” link near the Add to Cart section.
  • Styled the link to match PDP content.
  • Clicking the link directs users to the Return Policy page.

Detailed breakdown

Conversion Rate (Mobile)

+2.2%

Bounce Rate (Mobile)

-3.2%

Click-Through Rate (Desktop)

+9.9%

Bounce Rate (Desktop)

-16.4%

Conversion Rate (All Devices)

-1.4%

Key Learnings

  • There was a small increase in mobile conversion rate and we could see that customers were interacting with the returns policy.
  • Desktop users engaged more due to reduced bounce rates.
  • Desktop conversion rate dropped. The additional UI element added as more of a distraction than a motivator.
  • Mobile bounce rate decreased, which contradicts the increase in conversion rate.
  • Recommendation: re-run the experiment, focusing specifically on mobile with an extended duration.