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Move your returns policy from the footer to the purchase decision
In Q4 a large share of your traffic is first-time buyers and gift-givers who do not know your brand yet, so returns anxiety peaks exactly when conversion matters most.
Surface the policy on the PDP, cart and checkout as a benefit, "Instant refund · Extended until 15 January" not as legal fine print. Return policy terms are now a top-three purchase decision factor for 73% of global online shoppers, ranking above product reviews for shoppers aged 18-34.
Returns are not only a post-purchase topic: they are a pre-purchase conversion lever, especially during holiday season.
Make it clear in a welcome pop-up message.
