What should a product page include to avoid returns?
Miguel Nicolás
08/07/2025
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If you do not know what a product page should include to avoid returns in your clothing store, you might have a problem.
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The issue of returns is one of those that always worries us. In the end, they have a direct impact on our store’s results, because they generate a series of costs and, almost worse, negatively affect the customer experience.To a certain extent, returns are unavoidable, especially in niches and segments like fashion — let’s be clear about that — but it is in our hands to minimize their volume and, many times, it is enough to take care of some details in the product page.That is exactly what we are going to talk about today: what a product page should include to avoid returns (as much as possible).Ready? Let’s go…
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Why are my products being returned?
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This is the first thing you should ask yourself. If you have this clear, you will see how all the elements that must be included in your product page will naturally come to mind.So, what are the reasons for returns in online clothing stores?
- Wrong size: without a doubt the main issue. In physical stores, customers can try on the item, so it is less likely they will take something home they are not convinced by. That is why it is very important to give them all the tools at our disposal to avoid confusion online.
- Product different from expected: there are many reasons why this happens. It could be the fabric, color, cut, drape of the garment… If we create an image that does not faithfully reflect the item, the user will exercise their right to return it.
- Waiting times: we live in a time where immediacy is everything, eCommerce has become a very fast channel, and customers are not always willing to accept long wait times. In fashion, we also have to factor in seasonality and events that require specific timing.
- Manufacturing defects: people has become more demanding, they know their rights and will not keep a product that has a factory flaw. This requires quality control and, in fact, goes beyond eCommerce itself, but it must be considered.
- Change of mind: another cause that is hard to influence, but it happens. We are human and, therefore, we are all susceptible to changing our minds at any time. Even so, we can address this in our product page, you will see how later on.
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What should a product page include to avoid returns?
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With these five reasons from the previous point, we cover a large percentage of the return cases in an online fashion store (although there can be countless reasons, as many as customers). The important thing now is to see how to translate that into concrete elements in our product page.
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#1 – Detailed descriptions
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Write the best descriptions, valuable, detailed, and clarifying. I recommend you almost forget about SEO when writing them. Think about the user more than algorithms.In the case of fashion eCommerce, that text should include:
- Descriptive product name: make it clear whether it is a short-sleeved cotton t-shirt or cargo pants from the beginning.
- Features: garment type, style, cut… do not skimp on details because they help create a clear image of the product and, therefore, prevent unrealistic expectations.
- Materials: we are talking about the type of fabric, but also its origin. For many conscious consumers, using materials or processes that are not sustainable/ethical can be a reason for return. Include seals and origin guarantees when possible.
- Care and washing instructions: does it influence returns? Actually, yes — some users prefer less delicate or more durable products.
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PRO TIP: include the “context of use” or garment style variable. This way the user knows whether it is casual, elegant, suitable for a work dinner or a weekend with friends.
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I know you want an example, so I am going to share one. We really like what Asos does.
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It may not be the most “literary”, but it includes good descriptions and structures it by details, brand, size and fit, how to care for me, and what I am like. With those dropdowns, it avoids long text and makes reading easier.
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#2 – Fit and sizing
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Probably the biggest challenge for fashion eCommerce, especially regarding returns. No need to explain why sizing and fit issues are so influential in returns, but it is worth noting a few tips we can apply to our product page to avoid them.Most stores include a size guide, but not all are equally helpful. Yours should include:
- Measurement table: detailed but understandable and tailored to the product. That is, if it is a shirt, no need to add leg length, it just creates noise.
- Units adjusted to your market: do not assume everyone uses the metric system. If you sell to certain markets, allow switching to inches, for example. This can save quite a few returns.
- Measurement instructions: if the user measures wrong, the product will come back to your warehouse. You can make a short tutorial (even video) that costs very little and greatly boosts user satisfaction.
- Size conversions: not all markets use the same sizing, so you can include conversions between EU, UK, and US, for example.
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PRO TIP: this is not for everyone, but if you have a physical store, offer in-person measuring service. It generates foot traffic and boosts multichannel sales. Nordstrom, for example, includes a link to book an appointment.
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If you ask me for a good size guide for inspiration, I always recommend one brand: Everlane. It checks all the boxes.
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There are also interactive size guides that can recommend a size based on user input. Not very scientific, honestly, but it serves as a reference. That is how Taylor Stitch does it, and it could not be simpler.
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But all of this is, let’s say, quite “objective.” Yes, if it is your size and you measured correctly, you can wear it. But will it look good? For that, you can use fit guides.It is usually a small graphic showing how fitted or loose a garment is. I especially like it when these guides are based on reviews from customers who already bought it because while solving a doubt, it also uses something very powerful: social proof.It does not need to be visually complex, just look at what Uniqlo does in its online store.
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#3 – Reviews, rating, and social proof
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We have talked at length on this blog about the importance of reviews for eCommerce, usually as a way to boost conversion. But they can also help reduce the number of returns in our store.Why? Because they reinforce the buying decision and, above all, clear up real doubts and situations we might not have considered.When thinking about integrating customer reviews in your product page, consider things like:
- Give them visibility: yes, it might not seem most important for sales, but make sure users see that there are comments and ratings, they matter.
- Use a familiar rating system: this is a usability standard, do not reinvent the wheel, just use stars.
- Allow multimedia content: reviews with photos and video clear up more doubts. User-generated content has that extra credibility, adds context, and shows real-life use.
- Highlight main concepts: personally, I really like how Amazon does it. It uses AI to summarize all comments and extracts main keywords like “comfort,” “runs large,” “elegant.”
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PRO TIP: encourage reviews by offering perks like a discount on the next purchase. You can also add this strategy to your email marketing by sending reminders to customers with confirmed and verified purchases.
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I would highlight Madewell’s store as a particularly well-executed example.
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It includes all basic fields (name, text, rating…), but also has interesting options like marking fit type, allowing photo uploads, and, as we said earlier, giving 10 points to redeem in-store to those who leave reviews.The final result once the review is published also seems great to me.
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The information is well-organized, practical, and visual. But the best part is that it lets us filter reviews by concepts like the size the reviewer bought, their body type, and height. All this gives us more context and, therefore, increases the chances of success.
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We have spent a long time talking about what a product page should include to avoid returns, but we have much more to say. Are you in for the next post? Stay tuned to our blog!