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UserTesting Tuesday: If A Return Policy Falls in the Forest

| February 19, 2013
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You’ve probably pondered this philosophical question before:

“If a tree falls in a forest and no one is around to hear it, does it make a sound?”

If you’re like me, then after a few minutes of scratching your head you gave up and moved on to more important things like taking naps and playing thumb war. (I’m not the only one that still plays thumb war, am I?)

For this week’s UserTesting Tuesday we started to ponder a slightly different question:

“If an awesome return policy can’t be found, does it make a difference?”

To help with this answer, we turned to one of my favorite sites: Bonobos.com. Amazingly, their return policy is as simple as: “Return anything, any time, any reason.” Yes, they have the consumer’s friendliest return policy of all time.

But, does it make a difference? We used our very own UserTesting.com to set up 1 user test and here’s a 73 second clip —

UserTesting Tuesday:

Website: Bonobos.com

Task: If you needed to return your purchase and get your money back, how would you do that? Do you trust that this site would give you a refund?

Phil’s 3 Key Takeaways:

    1. Building trust with design – Before even looking for the return policy, the tester already has some trust that he can get a refund from Bonobos because of how reputable it looks. Use the design of your site to build trust with your visitors.
    2. Link to returns in the footer –When asked to find the return policy our tester immediately starts to look at the footer. Bonobos has the world’s greatest return policy, but our tester doesn’t know that. If you visit Bonobos.com you’ll see that they clearly list the return policy on every product page, but there might be folks that never make it that far. If you want your return information to be found, then be sure to put it in your footer.
    3. Return policy on your return page – If you have a page where customers can go to set up returns, then remind them of your return policy. This will not only help new visitors interested in your policy, but will also help returning visitors looking to set up their returns.

Enough from me…what did you take away from the video? How do you make the most of your return policy? Leave your thoughts in the comments below.