Importance of Clear Product Descriptions
We’ve all sat with a friend and complained about that time we bought something online only to realise it was nothing like the description. It’s happened to the best of us - even the savviest shoppers. But, no brand wants this to be a regular occurrence for their customers, right.
Product descriptions that clearly detail what the item looks and feels like can be a game-changer in the decision-making process for shoppers. Think about it, if you’re spending a good chunk of your hard-earned money on something, you want to know exactly what it’s like - what kind of fabric is slightly it made out of. What does this feel like.
How much does this bag weigh. All of these questions and more are answered when brands take time out to ensure they have clear product descriptions. This minimises returns and helps consumers make informed decisions.
Adding value through the website copy makes customers feel valued. If someone can see all the details in their size, they’re likely to purchase more than one piece from you - also becoming loyal fans in the process. Also means they’re less likely to return their purchases because they knew exactly what they were buying. Because when brands spend more time focusing on detailing their products, customers don’t feel the need to make those returns or refund requests.
All said and done though, while complete transparency is important - remember, there is such a thing as too much information. Sort of. You want customers to have all the details they need but you don’t want them to get overwhelmed by all this information either.
Find a balance - one that works for you and your customers. It’s a fine line but one that must be found if returns are to be minimised and conversions increased.
More or less.
Key Elements to Include in Product Details
Clear is occasionally kind when it comes to product detail pages. If you ask me, brands with fewer returns can often attribute that to their carefully crafted product pages with clear, specific details about the item in question. Appears To Be not many e-commerce stores are doing this well because there’s often not enough information for the customer to feel completely satisfied before they buy. Which is understandable, given that people shop online for convenience and things they love.
A great rule of thumb is to try and communicate as much information as possible and try your best to get the customer into your virtual changing rooms and onto their wish lists. So, what kind of information should you include. Here’s a few things we know will always work: detailed measurements or an accurate size chart, colour options of the same garment, fabric makeup, manufacturing process, overall fit (loose/tight/fitted), and a list of all other garments/accessories seen in the images being advertised. If you’re able to include these details in your product page without causing further confusion, you’re on your way to higher conversion rates and far lower return numbers.
More or less. On the flip side, there are certain things brands often do thinking they will help customers but really don’t. Especially not with returns.
It seems like a classic one is sometimes digital size guides based on vague data points like ‘height’ or ‘weight’ alone. In the end, your customers are simply looking for some pointers towards what would work for them - so it’s best if they have all the cards in their hands before buying. This allows them to make better choices for themselves while still being satisfied with their purchase at the end of it.
For brands, this can make a huge difference - higher conversions and reduced returns.
Utilizing High-Quality Images
Good images sell. It’s that easy, and that difficult. Nothing tells a customer you value them more than offering a high-quality look at what you’re selling.
A sharp, bright image - with perspective - gives them trust. It can also mean fewer bad surprises when they unpack their delivery, and less confusion when things don’t look as advertised. It seems like the most obvious aspect of selling, but you’d be surprised how often this is under-valued or even ignored.
It seems like an appealing picture encourages people to buy, sure, but it is also an avenue to showcase more about the product than text descriptions can. You might have come across a photo of a beautiful pair of shoes recently, only to click on it and find just the one photo. You don’t know what it looks like from above or below, or even on another foot for comparison.
Some e-commerce stores might offer more images in the product gallery but these are low quality or blurry and leave you guessing about the details or features. Images showcase colour, design and material. A lot can be said with good photos about how a dress fits and drapes on the body too. Similarly, tech specs can be made accessible with pictures highlighting important buttons and ports for customers.
Just make sure your photos aren’t huge files that slow down your website too much - this is something that could hurt purchases too. You’ll reduce returns by giving customers information in varied ways so they’re able to cover all their bases before making a purchase decision. And while there’s much to be said for the power of good copywriting, it’s no fun being that person who bought an amazing gold blouse online only to discover it was beige in the wrong light….
The Role of Customer Reviews and Feedback
I’ve often noticed the one thing shoppers trust, almost universally, is other shoppers. We might roll our eyes at a brand’s claims or ignore marketing emails altogether, but scroll through a few pages of verified reviews and suddenly we’re convinced we know the truth about a product. That’s the power of social proof in play.
It’s why those little stars and honest comments take pride of place on every sales page worth its salt. Customer feedback gives context that even the best-crafted product details can’t. You can hardly ever list measurements and show videos, but nothing beats hearing “I’m a size 12 with wide shoulders and this dress fits like it was made for me” from someone who has worn it out in the wild.
Negative reviews are equally important - they give buyers confidence that they’re not being sold snake oil, because no product is going to work for everyone. But it’s not always perfect. We’ve all seen reviews that are clearly manufactured or paid for, with shill accounts leaving glowing feedback for terrible products.
And sometimes a customer might have a poor experience because they ignored the detailed description in the first place - so does their negative review really count against your brand. Maybe not.
A large volume of quality reviews tends to even things out, so if you’ve done your due diligence with clear product information there’s no reason to worry about the odd outlier. There’s no denying the role of reviews and feedback in the online shopping experience. They help reduce buyer hesitation while lowering returns by guiding customers to make better choices for themselves.
It builds trust with your brand as well - which is always valuable currency when selling anything online.
Simplifying Size and Fit Information
It’s a fact that the only thing more frustrating than ill-fitting clothing is the process of figuring out which size will actually fit - especially when buying online. Even seasoned shoppers who know their measurements can struggle to decide if a 12 is more like a 10 or closer to a 16, given the brand’s variations, or if an “oversized” shirt will just look like a sack. The way I see it, the ability to simplify sizing and fit information is rather essential in minimising returns, and it’s still one area many retailers keep getting wrong.
More or less. It's no wonder, then, that clear and comprehensive size charts are more than nice-to-have. They're the difference between an almost-sure buy and another empty cart.
Sometimes, though, there can be almost too much detail. When there are 15 different measurement points, customers don't know which bits matter most. If you’re serious about minimising returns, present the numbers people need - bust, waist, hips, length - and let shoppers compare apples to apples with what’s in their wardrobe.
Adding “fits true to size”, “loose fit”, or “cropped length” in simple language (that isn't buried in a confusing chart) helps set expectations. Fit tips are invaluable for customers. They give shoppers confidence that someone has worn it in real life - and not just on a model in a staged shoot - and knows if this jacket will fit well or run large. There’s something comforting about reading “model wears size M and is usually 176 cm tall with a bust of 89 cm”.
It helps people visualise how it’ll look on them and reassures them that it’s not going to swamp them or cut off circulation. But ultimately, keeping things simple is key to getting your message across. If customers have to spend longer looking for fit information than they do making the purchase decision, you’re doing something wrong.
Brands need to rethink their approach to helping customers find their size and keep sizing advice clear, simple, easy to find and follow.
Best Practices for Pricing Transparency
When you get to a checkout, and the item costs more than you expected, that is not a good feeling. The way I see it, it is also the quickest way to get people to abandon a shopping cart - both in person and online. We have all seen a product online that we were interested in, added it to our cart, and as soon as we saw how much it would actually cost us, closed the tab.
More or less. Pricing clarity is the most important part of running any business. The best method is to be as upfront as possible. Do not make it hard for your customers to understand what they are paying for - because that will affect you too.
If someone finds out the final price only when they reach checkout, they are going to either leave without making a purchase or, if they do finish the transaction, will most likely return the product. Customers are trusting you with their money, and your prices need to reflect that trust. Not only do you need your base price to be clear, but everything else as well.
Discounts need to be explained at every step, and you need to clearly mention whether a price is inclusive of GST or not. You also have to tell people about shipping costs before asking for payment information.
Maybe even before adding something to their cart - if at all possible. It seems like to build on that trust, it might help if you provide tools for your customers like calculators or detailed breakdowns of what each component of your pricing is supposed to be. This does depend on what you are selling though - it might not make sense if you are selling budget-friendly jewellery for instance.