'Returns and Exchanges' link in main nav, part of a +27% bundle
Commentary byLiftArchiveOur analysis, not theirsBonLook added a 'Returns and Exchanges' section to its main navigation as one of several small navigation tests that together lifted revenue per session by 27%.
The eyewear brand ran these tests in-house, and they were published as a Replo case study.
The 27% is a compounded result, so this single link can't take the credit on its own.
- Revenue per session rose 27% across a set of small navigation tests, compounded.
- The source doesn't say how much of that came from the returns link alone.
- Sample sizes, durations and confidence levels were not shared.
The change
A 'Returns and Exchanges' section is added to the main navigation
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
BonLook's main navigation had no returns or exchanges section.
Variant
A 'Returns and Exchanges' section was added to the main navigation, putting the return policy one click away from any page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Glasses are a fit-and-style purchase. Shoppers worry about getting a frame that doesn't suit them, and a visible returns policy eases that worry.
- Putting returns in the main menu signals the brand stands behind the purchase, without shoppers having to dig through the footer.
- Other navigation changes shipped in the same set of tests likely contributed too.
Caveats: Bundled result: the 27% comes from several small tests, including this one, compounded together. No sample size, duration or significance was shared.
Who ran it
BonLook ran this test for BonLook and published the results (Replo case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on BonLook →
How to run this test on your store
- Hypothesis
- If we add a returns and exchanges link to the main navigation, then revenue per session will rise because shoppers worried about fit can see the safety net before they buy.
- Primary metric
- Revenue per session
- Guardrails
- Return rate
- Clicks on the returns link that end the session
- Conversion rate
- Who should test it
- Stores selling items where fit or look is a worry, such as eyewear, apparel or shoes, with a generous returns policy. If your policy is strict, making it more visible may hurt.
Questions
Should returns information be in the main menu?
It can help when shoppers worry about fit or style.
BonLook added it as part of a set of navigation tests that lifted revenue per session.
Does showing the returns policy increase returns?
It can, so watch your return rate alongside revenue.
The source didn't report return rates for this test.
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