E-commerce has changed the way we shop, but with convenience comes a challenge: returns. While offering hassle-free returns is a key selling point for online stores, the rising number of returns is becoming a costly problem for retailers, and an environmental one, too.

So, how can online businesses reduce returns while improving customer satisfaction? The answer lies in Product Attributes. Detailed, structured feedback that helps shoppers make informed decisions before they buy.

Why Returns Are a Growing Concern in E-Commerce

Returns are a major challenge for online retailers, affecting both profitability and sustainability.

• Online purchases are returned at a rate three times higher than in-store purchases. (National Retail Federation)
• 66% of shoppers check return policies before making a purchase. (Narvar)
• Total returns account for $603 billion in lost sales for U.S. retailers. 16.5% of all 2022 sales were returned. (Appriss Retail)

Beyond the financial impact, returns also contribute to unnecessary carbon emissions, packaging waste, and logistical strain. With sustainability now a key concern for consumers and businesses alike, reducing returns isn’t just good for the bottom line; it’s good for the planet.

So, why do so many returns happen?

According to Jonny Hansen, CRO at Lipscore:

The key to reducing returns and improving customer satisfaction lies in managing pre-purchase expectations. In physical stores, shoppers can see, touch, and try on products before committing. Online, that experience is replaced by detailed product descriptions and, more importantly, authentic customer feedback. When retailers provide structured, relevant insights—like size, fit, and material quality—customers can make more informed decisions, leading to fewer returns and a better overall shopping experience.”

The Role of Product Attributes in Reducing Returns

Product Attributes is a valuable weapon in the battle against high return rates. In addition to overall star ratings, Lipscore’s Product Attributes allow shoppers to see detailed insights about specific product aspects, such as:

• Fit & Sizing (Runs small, true to size, or large?)
• Material Quality (Poor, ok, or fantastic?)
• Softness (Hard, Medium, Soft?)
• Waterproof (Not waterproof, Water-resistant or Fully waterproof?)
• Lightweight (Too heavy,  Balanced, Lightweight)

This structured review data helps customers choose the right product the first time, reducing the need for returns and exchanges.

For example:

Imagine a customer shopping for running shoes. Instead of just seeing a 4-star rating, they can check if past buyers have rated the shoe size being a perfect fit, or a bit small or too big, so they would know to size up or down when buying.

Benefits for Customers

• More Confidence in Purchases: With detailed insights, shoppers know exactly what to expect.
• Less Frustration: No more ordering multiple sizes “just in case.”
• Better Shopping Experience: When customers receive what they expect, they trust the brand more.

Benefits for Retailers

• Lower Return Rates: More informed shoppers = fewer returns.
• Improved Customer Satisfaction: Transparent reviews build trust and credibility.
• Higher Conversion Rates: Shoppers are more likely to complete a purchase when they have detailed product information.

Every industry has its unique challenges when it comes to online shopping. While customer reviews are valuable across all sectors, structured product attributes take feedback a step further by addressing product-specific concerns. This not only helps customers make better buying decisions but also reduces return rates and boosts overall satisfaction.

Here’s how Lipscore’s Product Attributes create impact across different retail segments:

Fashion & Footwear: Solving Size & Fit Issues

One of the biggest pain points in fashion e-commerce is size uncertainty. Studies show that 70% of fashion returns are due to incorrect sizing (McKinsey & Copmany). Without trying clothes or shoes on, shoppers often hesitate before purchasing—or worse, buy multiple sizes with the intention of returning what doesn’t fit.

How Product Attributes Help:

• Customers can rate fit (e.g., “Runs small,” “True to size,” “Runs large”).
• Can help customers know what quality to expect (“Poor”, “ok”, “fantastic”).
• Reduces returns by setting clear expectations before checkout.

Example: A shoe retailer using Lipscore’s Product Attributes might see that 80% of buyers say a specific sneaker runs small. They can then update product descriptions with a recommendation: “Order one size up for the best fit!”

Electronics: Reliability & Performance Matter

For electronics, customers care about ease of use, sound quality, and performance. With Lipscore’s Product Attributes, retailers can collect and display detailed, structured feedback beyond a generic star rating.

How Product Attributes Help:

• Customers can rate the sound quality and performance of a product.
• Helps brands highlight the strongest features of their products.
• Reduces unnecessary returns caused by misaligned expectations.

Example: A laptop retailer might discover that many users love the performance but struggle with initial setup. Adding this insight to the product page can help set expectations and even lead to creating an easier setup guide.

Home Goods & Furniture: Durability & Assembly Insights

Furniture and home goods purchases are high-investment decisions, and returns can be expensive due to shipping costs and logistics. Customers want reassurance about quality, comfort, and ease of assembly before buying.

How Product Attributes Help:

• Customers can rate quality, ease of assembly, and comfort.
• Helps reduce negative reviews from customers who struggle with setup.
• Increases buyer confidence for big-ticket purchases.

Example: A shoe retailer using Lipscore’s Product Attributes might see that buyers of say a specific sneaker runs small. They can then update product descriptions with a recommendation: “Order one size up for the best fit!”

Scorett’s Success with Lipscore: Reducing Returns & Boosting Conversions

As Sweden’s leading footwear retailer, Scorett faced the major challenge of how to replicate the trust and confidence of their in-store shopping experience in their fast-growing e-commerce business. High return rates due to sizing issues and the need for authentic, verified customer feedback made finding the right solution essential.

The Lipscore Impact:

By integrating Lipscore’s Product Attributes, Scorett provided shoppers with more detailed insights on fit, comfort, and quality which helped them make informed decisions. 

As a result:

• Higher Conversion Rates – Products with more reviews and product-specific feedback saw measurable improvements in sales.
• Reduced Return Rates – Clearer size and fit guidance led to fewer incorrect purchases.
• Doubled Review Response Rate – A strategic approach to review collection drove significantly higher engagement.

By leveraging structured customer feedback, Scorett turned reviews into a strategic asset, boosting trust, sales, and customer satisfaction.

Read the full case study to see how Lipscore transformed Scorett’s e-commerce experience.

Transparency = Trust = Fewer Returns

Retailers who proactively provide detailed product information through attributes see fewer returns and happier customers. More e-commerce brands are adopting Lipscore’s Product Attributes feature to provide structured, easy-to-understand product insights.

“When customers have clear, detailed product information, they make better purchasing decisions. While occasional ordering mistakes happen, they become the exception rather than the norm. Transparency and accuracy in reviews don’t just reduce returns; they build trust and improve the overall shopping experience.” – Jonny Hansen, CRO at Lipscore

And the benefits extend beyond business performance:

• Less waste from unnecessary packaging and shipping
• Lower logistics costs for retailers
• A more sustainable shopping experience

How to Get Started with Product Attributes

If you’re a Lipscore customer, you can start using Product Attributes right away! Just contact your Customer Success Manager or email us to learn the price for activating the feature.

If you’re new to Lipscore, let’s talk! We’ll show you how structured customer feedback can increase conversions, build trust, and reduce returns.

FAQs About Product Attributes

Q: What are Product Attributes in customer reviews?

A: Product Attributes are specific details customers can provide when leaving a review, such as size, fit, quality, comfort, ease of use, and more. These structured insights help future buyers make informed decisions and reduce return rates.

Q: How do Product Attributes benefit my business?

A: By collecting detailed, structured feedback, businesses can:

• Reduce return rates by ensuring customers pick the right product.
• Improve product descriptions using real customer data.
• Enhance the shopping experience with transparent, relevant information.
• Boost conversions by building trust with potential buyers.

Q: I’m currently a Lipscore client; are product attributes available at an additional cost?

A: Yes. Just contact your Customer Success Manager or email to learn the price for activating the feature.

Q: Will adding Product Attributes make it harder for customers to leave reviews?

A: No! Lipscore’s review system keeps the process quick and effortless, allowing customers to leave both a rating and additional attributes in just a few clicks. Our streamlined approach ensures high response rates while gathering valuable insights.

Q: Can I customize Product Attributes to fit my business needs?

A: Absolutely! Lipscore allows you to tailor feedback questions based on what matters most to your business.