The returns page is a critical part of the post-purchase journey in e-commerce. While brands rightly place plenty of focus on the shopping and checkout experience, the post-purchase experience can be a make-or-break moment for customer retention and loyalty. Shopify returns can be a front-and-center moment to build a geniune relationship with your customers.

With an increased industry focus on repeat customers and overall retention, one of the most surefire ways to improve your brand in this area is to welcome customers who are trying to return something - and then optimize the experience to help ensure you retain as much revenue as possible. When you view your returns page as a strategic opportunity to improve the relationship with your customers, you can turn the experience into a win-win for both.

Some Optimization Strategies

With an opportunity to both reduce costs AND improve loyalty, what's not to love about spending a little bit of time improving this often neglected part of your customer experience?

Focus on the Return Experience

Your returns page should prioritize customer experience above all else. A cumbersome or confusing process can drive customers away for good, but a smooth, customer-friendly returns experience can keep them coming back. This page is an opportunity to engage with your customers, but if you overdo it and make the actual return process difficult then you risk encouraging them not to return.

Tip: Always make sure that your returns block remains the primary focus of the page. Avoid any elements above it that might hide block further down on the page, or any overlays that distract from the purpose of helping a customer find their order and act on it.

Put everything in one place

When a customer has completed their purchase and needs to handle something related to their order, finding the right information quickly is critical to their overall satisfaction. Consolidating all post-purchase processes into one place simplifies the experience, reduces friction, and ensures customers feel supported at every stage of their journey with your brand.

Tip: create a dedicated, all-encompassing post-purchase page that centralizes shipping protection, exchanges, returns, warranties, and registration to transform a potentially frustrating experience into a smooth, convenient one.

Use Clear, Positive Language

Words you use throughout the post-purchase experience can positively effect the outcomes when a customer arrives at your site needing to resolve an issue. Words like “exchange” and “gift card” encourage customers to keep their money in your store rather than opting for a full refund. Use this opportunity to nudge customers toward store credits or product exchanges, subtly guiding them to reconsider their return options.

Tip: Instead of “Return your item,” use phrasing like “Start Your Exchange or Get a Gift Card” to shift the customer mindset toward revenue-retaining options.

Maintain Brand Consistency

Your returns page should feel like just another page on your site. Keeping your whole post-purchase experience within your main domain and ensuring the same design, layout, and tone is key to preserving the user’s trust. Avoid sending customers off to a third-party system that feels disconnected from your brand.

Tip: Use the same colors, fonts, and design elements on your returns page as you do on the rest of your site. This helps reinforce trust and ensures customers feel like they are still dealing directly with your brand.

Accessibility Matters: ADA and WCAG 2 Compliance

It’s crucial that your returns page be accessible to all users, including those with disabilities. Ensure your page meets ADA (Americans with Disabilities Act) and WCAG 2 (Web Content Accessibility Guidelines) standards. This includes using alt text for images, providing proper labels for forms, and ensuring your page is navigable by keyboard.

Tip: Use an accessibility checker to audit your returns page and make necessary adjustments, such as high-contrast text, alt tags, and screen reader compatibility. Make sure that any tools you use are also compliant.

Optimize for Mobile Devices

Most customers do their shopping via smartphones now, so optimizing your returns page for mobile is essential. A mobile-friendly interface ensures that users can initiate and complete their return process on-the-go, without frustration.

Tip: Use responsive design to ensure your returns page adjusts seamlessly across devices, and test the entire returns process on mobile to catch any issues.

Provide Real-Time Support

Frustrated customers are more likely to opt for a refund if they can’t find the help they need during the returns process. Offering real-time support - whether through live chat, a chatbot, or a dedicated customer service line - can address customer concerns and potentially save the sale.

Tip: Add a live chat widget or FAQ chatbot to assist customers on your returns page. For issues that can’t be resolved immediately, ensure that contacting customer support is just a click away. Even better, use a post-purchase returns and exchanges solution that you can offload this customer service to directly.

Allow Direct Links to Orders On Your Return Page

Customers should be able to check on an order directly from their confirmation or shipment emails without needing to go through an order lookup process. Offering a direct link to their order on the returns page streamlines the process and eliminates unnecessary steps.

Tip: In your post-purchase emails, include a “Start a Return” button that takes customers directly to their specific order on the returns page for quick access.

Keep Customers Engaged with Product Recommendations

Don’t let your returns page be a dead end for potential sales. Provide easy access to product pages and collections, encouraging customers to browse for alternatives or make additional purchases. This is particularly useful if they opt for an exchange or store credit.

Tip: Include “You May Also Like” product recommendations on your returns page, linking directly to relevant categories or best-selling items.

Promote Additional Marketing Opt-Ins

Your returns page is a great place to re-engage customers by offering marketing opt-ins. Whether it’s a newsletter subscription, loyalty program, or exclusive offers, a return is an opportunity to remind customers about what they can gain by staying connected.

Tip: If your customers have already opted in to your marketing emails, this can be a great time to remind them to make sure those emails aren't going to spam.

Display Customer Service Reviews

Transparency builds trust, especially when customers are unsure about the returns process. Displaying reviews that focus on your customer service or returns experience can help reassure visitors that your process is fair and smooth. Many customers go the returns page before ever making a purchase just to understand what it might look like; seeing positive reviews reflective of the returns process at that point can be especially reassuring.

Tip: Add a section with verified customer testimonials related to your return policy. Highlight stories of quick exchanges or positive support experiences.

Always Display Your Return Policy

Ensure that your return policy is easily accessible from the returns page itself. Having the policy in plain sight reassures customers and prevents unnecessary confusion - and keeps it available as a reference if customers have questions. Keep it short, transparent, and easy to understand.

Tip: Display a link to your full return policy on your returns page, and consider including a quick overview of key points such as return windows, condition requirements, and processing times.

Conclusion

Optimizing your returns page is more than just simplifying the process, it’s about creating a positive post-purchase experience that retains customers and encourages future purchases. By focusing on a seamless return experience, offering real-time support, ensuring mobile optimization, and providing revenue-generating options like exchanges and store credits, you can turn returns into a loyalty-building opportunity.

Emphasize clarity, transparency, and accessibility in every step of the return journey, and you’ll see not only fewer lost sales but also greater customer trust and retention.

The Corso Impact

A good post-purchase strategy usually involves a few different apps and services. If you use Corso, here are a few pointers on how to implement some of the above strategies:

• Use the Shopify theme editor to create a new page for your post-purchase customer experience, and put the Corso app block on the page.
• The Corso returns app block is fully WCAG 2.0 compliant, and mobile-friendly. Use it with full peace of mind!
• Name this page appropriately - "Returns and Exchanges" works well, but if you offer shipping protection, warranties, etc. then consider something more all-encompassing like "Post Purchase Assistance" or something similar.
• The Corso post-purchase app block supports lining directly to an order. Use the full URL to link directly to an order from your post-purchase emails being sent to the customer.
• Leverage Corso Concierge to provide human-based support to your customers

• Post-purchase strategies for customer retention
• How to Design and Implement a Loyalty Program
• Increasing Retention Through Customer Feedback
• Gamification for Customer Retention

• Tracking Page Strategies
• Optimizing Your Returns Landing Page

• Balancing Costs and Customer Experience With Return Fees
• Improving Customer LTV Post-Purchase
• Marketing to Existing Customers