How to Reduce Returns in eCommerce with SEO

In eCommerce, managing product returns can be a challenging endeavour. While free return policies can encourage customers to shop more online, businesses are constantly looking for ways to minimise unnecessary returns without compromising the customer experience. High return rates can put a strain on logistics as well as have financial implications from the cost of processing returns and potential losses from returned products.

Moreover, high product returns can highlight issues with the company’s offerings or product marketing. If left unchecked, this can reduce your customer confidence and satisfaction over time, ultimately affecting brand loyalty and reputation. Implementing search engine optimisation strategies can help mitigate these challenges by better aligning business offerings with customer needs.

Why is it important to reduce the number of product returns?

Reducing product returns can be crucial for most ecommerce brands, as it directly impacts profitability and operational efficiency, especially for small to medium-sized businesses. When customers send back items, businesses have to cover the shipping costs, restocking, and potentially refurbishing or disposing of the returned products. 

The average return rate for online shopping is around 17%, and it mostly happens due to reasons such as misleading product descriptions, wrong listings or shipping errors. The data indicates that there is a mismatch between customer expectations and the actual products offered by e-commerce businesses, which results in product returns. Notably, the greater this mismatch, the higher the rate of product returns. 

SEO strategies, such as optimising product listings, can help reduce friction and improve the customer’s purchasing journey by targeting the right customers and minimising product returns. They can also help build customer loyalty and strengthen the brand’s reputation.

Optimise product listings and descriptions

On search engines like Google, product listings serve as digital storefronts that attract and inform potential customers. Optimising these listings through strategic keyword research can  improve search visibility and reduce the likelihood of returns stemming from misaligned expectations. 

This involves identifying the search terms and phrases that your audience frequently use or keywords that are relevant to your business. These may include product-specific details like colour, material, size, and style, as well as broader contextual information related to the product’s application or benefits.

For instance, if a significant number of your audience searches for ‘lightweight summer jackets’, it’s important to include specific terms like ‘lightweight’ and ‘summer’ in the product titles or descriptions. 

Optimising product listings and descriptions with relevant keywords sends the right signals to search engines, which then attract buyers who are searching for specific product features. It also filters out users who are looking for something else, thus reducing the likelihood of product returns.

Product descriptions should provide detailed and accurate information, including specifications such as dimensions, materials and usage instructions. This helps set the right expectations for your potential customer before a purchase is made.

Create fitting size guides

Across all eCommerce sectors, clothing has the highest product return rate, followed by bags, accessories and shoes. One of the leading causes of this, especially for clothing and footwear, is incorrect sizing or fit. This is why it’s essential to include sizing charts and fitting guidance in product descriptions that accurately reflect your offerings. It gives your customers the information they need to find the right product for their needs, reducing the likelihood of ill-fitting purchases and subsequent returns.

To create effective fitting guides, measure and list the dimensions of each product in a clear and accessible format, such as length, width, and height, as well as specific sizing information for different regions or countries if applicable. It can be helpful to include a visual representation of ‘how to measure the product accurately’ so buyers can easily compare these dimensions with their own measurements.

In addition to standard size measurements, including the dimensions of the models wearing the products can provide a clearer reference point for customers. By stating the model's height, weight, and the size of the clothing or footwear they are wearing, it can help them visualise and make more informed decisions about the size that will best fit them.

Enhance product images and videos for better product listings

Visual assets play a crucial role in the buyer's journey because online shoppers often rely on product images and videos to assess the quality, features and fit of an item. Providing accurate product images that are optimised for search engine results can reduce the likelihood of returns while increasing organic search visibility. 

We recommend uploading high-quality, well-optimised images that provide a detailed visual representation of the products. A 3D image of a product can also provide more benefits to your audience than a 2D image, as 3D images have a 50% higher user engagement rate than 2D images. However, their file sizes can be much larger than 2D images due to the additional information, which can affect website loading speed. 

Product videos or demos are another effective way to showcase the features and functionality of products. It gives your customers a better understanding of what they are buying and provides a realistic depiction of how the product works in real life, which still images cannot fully convey. Finally, optimising visual assets can improve their visibility in search engine results. This could include reducing file sizes, using relevant keywords or alt texts and adding product schemas to qualify for listing across Google’s shopping experiences.

Write informative FAQ sections, helpful product reviews and comparisons.

Frequently Asked Questions (FAQ) sections, product reviews, and comparisons are effective SEO strategies for addressing common queries, concerns, and pain points. These content types are particularly useful for providing information about product functionality, compatibility, and usage. Well-crafted FAQ sections should anticipate and address potential issues that could lead to customer dissatisfaction. By providing clear guidance on care instructions, warranty information, or compatibility requirements, businesses can set the right expectations while encouraging purchases. 

Product reviews and comparisons offer opportunities for more in-depth, detailed content. These can highlight unique features and discuss the pros and cons of similar product options. Through such content, businesses can address common customer pain points and establish themselves as trusted authorities in their respective niches.

Incorporating PAA (People Also Asked) research into content strategy can ensure that a business's content aligns with actual queries displayed in search engine results. This approach, combined with creating helpful content, can have multiple benefits. It can reduce the likelihood of product returns while increasing a business's chances of appearing in Google's featured snippets.

Leverage user-generated content

Leveraging user-generated content (UGC) is another highly effective SEO tactic for providing a first-hand account of what potential buyers can expect, reducing uncertainty and the mismatch of expectations that often leads to returns. Online shoppers gain more authentic insight when businesses showcase real customer experiences on their product pages, such as user-submitted photos and videos that offer a realistic representation of products. 

Moreover, a product with numerous positive reviews instills confidence in buyers, reducing the likelihood of returns driven by buyer's remorse. UGC can also act as a natural filter, potentially discouraging purchases by potential customers for whom the product isn't suitable. We recommend encouraging your customers to share their experiences by:

• Prominently displaying product review sections on your site
• Following up after purchase with a friendly email request
• Making the review process quick and easy
• Offering incentives, like a discount on future purchases, for submitting photos and videos of the products in use
• Sharing user-generated content across your social media channels

Final thoughts

The SEO strategies we've explored aim to enhance the online shopping experience by setting the right expectations and conditions for your audience, ultimately reducing product returns. Additionally, these practices do more than just reduce return rates; they communicate your commitment to building trust and transparency. These are increasingly valued by online shoppers and crucial for long-term business success.

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