70% of shoppers of an eCommerce site are reviewing the site's return policy page prior to shopping. What do you do?

Introduction

The high percentage of shoppers reviewing the return policy before shopping indicates a potential issue with customer trust or uncertainty about the product offerings. This analysis will systematically identify, validate, and address the root cause while considering both immediate and long-term implications for the eCommerce site.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this might be a recent change. Has there been a significant increase in return policy page views recently, or has this been a consistent trend?

Why it matters: Understanding the timeline helps identify potential triggers. Expected answer: It's a recent trend over the last month. Impact on approach: Recent change would focus on recent site updates or external factors.

• Considering user segments, I'm curious about the breakdown. Are there specific user groups or product categories where this behavior is more prevalent?

Why it matters: Helps target the root cause more precisely. Expected answer: It's more common among first-time visitors and for higher-priced items. Impact on approach: Would focus on improving new user experience and addressing concerns for premium products.

• Thinking about site navigation, I'm wondering about the visibility of the return policy. Has there been any change in how prominently the return policy is displayed on the site?

Why it matters: Could explain increased views if policy is more visible. Expected answer: No recent changes to policy visibility. Impact on approach: Would shift focus to user motivations rather than site design.

• Considering external factors, have there been any recent changes to the actual return policy or shipping costs?

Why it matters: Policy changes could directly impact user behavior. Expected answer: Minor update to extend return window from 30 to 60 days. Impact on approach: Would explore if extended policy is causing more consideration rather than confidence.