The stat is doing a lot of work in this question and I almost let it distract me.
Start by reframing the 60% metric as a signal of customer anxiety and friction, not just a policy page view. Then, propose a product strategy that reduces the need to visit the return policy page by improving transparency and confidence throughout the purchase journey. Finally, prioritize initiatives based on impact and feasibility, and define success metrics beyond page views.
Pro tip: Don't just focus on optimizing the return policy page itself; instead, think about how to prevent the need for customers to visit it by addressing underlying uncertainties earlier in the shopping experience.
Investigate why 60% of visitors view the return policy page. Is it due to unclear product descriptions, sizing issues, or lack of trust? Use qualitative and quantitative research to identify root causes.
Identify key touchpoints where customers might have questions about returns (e.g., product page, checkout, post-purchase). Determine where proactive information can reduce anxiety.
Brainstorm product features that address the root causes, such as clearer sizing guides, AI-powered fit recommendations, easy return labels, or a simplified return policy summary at checkout.
Use a framework like RICE to prioritize initiatives. Validate with A/B tests or prototypes, measuring impact on return policy page views, conversion rates, and return rates.
Go beyond page views: track reduction in return-related support tickets, increase in conversion, and customer satisfaction. Ensure metrics align with merchant success (e.g., repeat purchases).
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.