Track eCommerce Return Reasons to Improve the Customer Experience  
Rebecca Fox

December 6, 2023

Return reasons offer valuable insights into why customers return products. This information can help you to make adjustments to your products and return policy.

By tracking the return reasons your customers provide when requesting a return, you can identify patterns and make changes in order to reduce the number of returns and improve the customer experience. 

Why Return Reasons Are Important

Return reasons are important to track for analytics purposes. By understanding why customers return products, you can learn from these insights and improve your products and services.

Have your customers answer follow-up questions and upload photos to give you an in-depth understanding of why your customers are returning items.

For example, if a certain product is frequently being returned because it does not meet customers’ expectations, you may need to improve the product description or images. If a product is regularly being returned due to size issues, you may want to add or improve sizing charts on the product page.

Setting Up Your Return Reasons

Set up an unlimited amount of return reasons. Your return portal comes with default return reasons that you can edit, add and remove as needed.

The return reasons you define can be used to create your return policy. You can establish eligibility conditions based on return reasons. 

For example, if you offer a full refund for items returned within 30 days, you could add a return reason for “changed my mind” and only refund those items if they are returned within 14 days. Use return reasons to make your return policy more relevant and specific.

Once you’ve defined your return reasons, you can customize which return reasons to display in your return portal, as well as how they are displayed and in what order. This will make it more convenient for customers when they need to request to return an item.

How Return Reasons Appear in Your Return Portal

When customers request to return a product, they are given the list of return reasons to choose from. Once they select a return reason, they are then asked follow-up questions related to that reason. This enables you to track and analyze the most common reasons for product returns, and take steps to address them.

Setting Follow-Up Questions

The ability to set up follow-up questions is a unique feature that ReturnGO offers. In addition to the standard return reasons, you can create follow-up questions to get more information and gather more accurate analytics about the reasons your customers are returning products.

For example, in addition to the standard return reason of “doesn’t fit,” you can follow up with questions such as “too small,” “too large,” “too long,” or “too short.” 

Alternatively, for the return reason of “damaged product,” you could follow up with questions such as “what part of the product was damaged?” and “upload images.”

Create sequences of follow-up questions – as many as you want and in any order you choose. Choose from 6 different types of follow-up questions, giving a lot of flexibility. Follow-up questions can be a combination of multiple-choice questions, free text questions, image uploads, and more.

Asking follow-up questions can help you further analyze your return reasons and collect additional information to identify specific issues with your products, processes, and customer experience.

Image & Video Upload

The ability to request photos and videos from customers when they select a certain return reason is a great advantage that ReturnGO offers.

For example, you can require customers to upload a photo of the product when they’re returning a product due to damage, or when they received the wrong product. 

The media upload feature helps to verify the return and prevent fraud, as well as identify product damage and other recurring issues. Use this information to improve your product quality and shipping processes to minimize these return reasons in the future.

View the images and videos your customers uploaded in the RMA card, which includes all the details of their return request, including the return reason they selected, the answers to follow-up questions, and the media they uploaded. 

By having all the necessary information about the return request, you can make informed decisions about how to handle it.

Tracking Return Reasons Analytics

Return reasons can provide valuable insight into your customers’ experiences and your products, as well as how they can be improved.

Track your return reasons on your analytics dashboard to see which return reasons are most frequently given, and how return reasons vary by product.

Analyzing your store’s total return reason distribution can help you identify which return reasons are most common. The return analytics dashboard provides a clear visual representation of your return reasons. 

Get a deeper understanding of your return process by comparing the rates of different return reasons. Determine what causes the most returns for particular products, and address those reasons to reduce your return rates.

For example, if a product has a high rate of “does not fit: too small” returns, consider adjusting the sizing description or adding more detailed sizing charts. 

If a product has a high rate of “not what I expected: functionality is not what I expected” returns, it may be worth rewriting the product description to add more detailed information. This will help future customers know what to expect and make purchase decisions accordingly.

Use Return Reasons to Optimize Your Business

Track the reasons your customers provide for returning products to identify patterns and make improvements to your products and customer experience. 

By understanding the reasons behind returns, you can reduce your returns and optimize your returns process to make it as smooth and efficient as possible.

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