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Reduced Refund Rate by 40% Through Listing Accuracy and Content Clarity
REFUND RATE
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Challenge
This brand was experiencing a high rate of customer returns. At 12.55%, the refund rate was well above industry norms, lower profitability and weakened performance metrics on Amazon.
Upon review, it was clear that many returns stemming from customer misunderstanding of product dimensions, usage context, or installation details were not consistently or clearly presented in the listings. Customers were often unsure if the product was the right fit, leading to dissatisfaction and refunds.
Objectives
• Reduce refund rate by improving listing clarity
• Ensure product information was accurate, detailed, and easy to understand
• Improve the customer decision-making experience to reduce friction and uncertainty
Solution
Our team executed a focused content overhaul aimed at accuracy and transparency:
1. Listing Optimization for Precision and Clarity
Every product listing was updated with enhanced content that directly addressed the most common customer pain points. We included more detailed specifications, clearer product use cases, and additional visual references to help buyers confirm compatibility and suitability.
We also refined bullet points and A+ content to eliminate ambiguity and present key information in a straightforward, digestible format.
2. Visual and Textual Alignment
Images and descriptions were brought into better alignment, reducing mismatches between visual expectations and product realities. This helped set the right expectations from the first customer interaction.
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Results
Within a short period following these improvements, the results spoke for themselves:
• Refund rate dropped from 12.55% to 7.59%
• Fewer customer complaints and return-related questions
• Improved customer confidence leading to more informed purchases
