While Wayfair offers free returns in exchange for store credit, they were initially hesitant to message that anywhere on site. The fear was that by messaging returns throughout the sales funnel, customers would be more likely to second-guess their purchase or make returns later.

However, I advocated for testing positive, upbeat messaging about our return policy throughout the funnel, with the hypothesis that it would make customers feel more confident about placing an order.

After adding this copy to product pages and in Cart, we saw a 2.3% lift in the number of customers who reached Checkout (equal to $1.3 million per month in revenue).