Key Takeaway
By adding clear messaging about Mariemur’s return policy, we increased conversion to purchase by 29%. Addressing size-related hesitation at a critical point in the funnel helped reduce cart abandonment and improve overall performance on high-intent traffic.
Client Overview
Mariemur is a direct-to-consumer premium lingerie brand that attracts more than 400,000 monthly visitors (according to Similarweb), primarily through paid Facebook and Instagram campaigns. The brand offers high-end, fashion-forward lingerie and accessories with global shipping and a growing US customer base.
Opportunity Background
Mariemur was looking to optimize its eCommerce store after hitting a profitability ceiling with paid acquisition. Funnel analysis showed an 84% cart abandonment rate, but behavioural data did not clearly reveal the reasons behind.
Survey results revealed that 14% of users abandoned their cart due to uncertainty about sizing, and 82% of these users were unaware of Mariemur's free return policy for the United States. This insight pointed to a clear communication gap impacting conversion.
Solution
We added a tailored return policy message near the checkout to reduce hesitation and increase confidence in the purchase:
- "14-day money back guarantee. Free returns if size doesn't match" for the US market
- "14-day money back guarantee. Hassle-free returns if size doesn't match" for other countries, as Mariemur only had a free return policy for the US market.
Results
By addressing one of the most common non-price objections, the updated messaging helped convert high-intent users more effectively and improved performance at key funnel stages. The change in return policy messaging increased conversion to transaction by 29%, with 97% statistical significance.