Product copy is too frequently overlooked. It needs to convince someone to hit “Add to Cart,” but also guide a selection that won’t result in disappointment. When I arrived at Coach, they had a problem; e-commerce return rates were rising. Utilizing data to inform creative copy solutions, I identified the culprit and worked cross-functionally with related stakeholders to execute a solution that resulted in a tangible decrease in returns.
Coach
Reducing Returns
Utilizing a mix of quantitative and qualitative reports, I found that the increase in returns stemmed from a growing investment in apparel and sizing discrepancies that new customers faced.
I partnered with the studio team to conduct an audit of models, creating a framework for implementing a standard bullet that details the height of a model and the size worn in the photograph.
This small addition had outsized impacts while being a very low-lift addition to either team’s workflow.
Although the website has undergone visual updates since my time there, fit descriptors are still included on apparel product pages today.
All in the Details
Playing up Coach’s nostalgia factor, we developed product modules that leaned into the brand’s decades of craftsmanship.
