Clear & transparent returns policy: T.M. Lewin's A/B test

The bottom line

T.M. Lewin made its easy returns policy for fit issues clear and visible, and conversion rose 50%. That lifted monthly sales by 7%, so reducing fit worries can pay off directly in revenue.

Key takeaways

A clear, visible returns policy for fit issues raised conversion. It addressed customer concerns about buying the wrong size.
- Conversion rate rose 50%.
Better conversion turned into more revenue. More visitors completed their purchase.
- Monthly sales rose 7%.
The change aimed to build confidence and simplify buying. Transparency about returns removes doubt at the point of purchase.

The test: clear and transparent returns policy

Visible fit returns turn sizing doubt into purchases

T.M. Lewin changed one thing: it made the returns policy for fit easy to see at the moment of choosing a size.

T.M. Lewin redesigned its pages to highlight an easy returns policy for fit issues.

The design targeted customer concerns about fit.
- The returns policy was made easy to see and understand.
- The goal was to simplify the purchasing process.
The intended effect was more user confidence and higher conversion.
- The aim was a significant revenue increase.

Version A and version B as T.M. Lewin tested them. Screens from abtest.design.

Result

Conversion jumped 50%, lifting monthly sales 7%

Conversion rate50%

Monthly sales7%

The conversion lift on its own was worth a 7% rise in total monthly sales.

The new design raised both conversion and sales.

Conversion rate increased by 50%.
Monthly sales rose 7%.

In the growth library

T.M. Lewin, Checkout & sales test. Making the returns policy for fit issues clear and visible during purchase addresses a key customer worry and makes buying simpler. T.M. Lewin's test of this design produced a 50% increase in conversion rate and a 7% uplift in monthly sales.