{"id":773428,"date":"2021-07-06T05:00:08","date_gmt":"2021-07-06T09:00:08","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=773428"},"modified":"2022-09-01T15:58:19","modified_gmt":"2022-09-01T19:58:19","slug":"policy-pages-done-well-enhance-a-brand","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/policy-pages-done-well-enhance-a-brand","title":{"rendered":"Policy Pages, Done Well, Enhance a Brand"},"content":{"rendered":"<p>Shoppers search an online store&#8217;s policy pages for details on shipping, returns, and more. Rarely are these vital pages engaging. But they should be.<\/p>\n<p>The need to brand shouldn\u2019t stop at shoppable content. Incorporating the company\u2019s voice into supporting content keeps people engaged and gives them more reasons to shop with you. This includes simplifying legalese and navigation and using graphics to illustrate the message.<\/p>\n<p>Let\u2019s look at five common policy pages and how you can breathe life into them.<\/p>\n<h3>5 Common Policy Pages<\/h3>\n<p><strong>Shipping information. <\/strong>Ideally, shipping costs and transit times should appear before the checkout process. However, <a href=\"https:\/\/www.practicalecommerce.com\/category\/shipping-fulfillment\">shipping information<\/a> pages provide preliminary details, along with information the shopping cart might not display. A map that points out expected days to delivery helps shoppers plan. The example below is from Adagio Teas.<\/p>\n<div id=\"attachment_773434\" style=\"width: 810px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-773434\" class=\"wp-image-773434\" title=\"US Map with shipping estimations\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping.jpg\" alt=\"US Map with shipping estimations\" width=\"800\" height=\"686\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping.jpg 1640w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping-300x257.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping-570x489.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping-768x659.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping-1536x1318.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping-150x129.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-adagio-shipping-500x429.jpg 500w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><p id=\"caption-attachment-773434\" class=\"wp-caption-text\">Adagio provides transit times with a color-coded map.<\/p><\/div>\n<p>The shipping page should also include:<\/p>\n<ul>\n<li>How quickly orders are processed, packed, and shipped.<\/li>\n<li>The packing materials used (for environmentally-conscious companies).<\/li>\n<li>The carrier(s) and method(s) used.<\/li>\n<li>How to track shipments.<\/li>\n<\/ul>\n<p><strong>Returns and exchanges. <\/strong>Forget lengthy instructions. Today\u2019s shoppers want simplicity. The best returns process is self-managed, meaning the shopper can look up the order and click a button to generate an RMA and shipping label. An easy returns process is one of Amazon\u2019s prized features. Customers can opt to have the package picked up by a carrier or drop it off at a returns counter in their area.<\/p>\n<p>Don\u2019t confuse consumers upfront. <a href=\"https:\/\/www.practicalecommerce.com\/9-ways-to-reduce-apparel-returns\">Be clear<\/a> about what can and cannot be returned and when.<\/p>\n<p>Ikea focuses on the customer experience from start to finish. Whether shopping in one of its 430-plus physical locations or online, loyal consumers (primarily millennials) are hooked from the moment they walk in or log on. The Swedish company focuses on value, and that includes a 365-day return policy.<\/p>\n<p>Ikea\u2019s online customer service section is simple. The returns and claims page relies on visuals and elementary text to guide shoppers to returns, replacement parts, and warranties. When clicking through to the \u201cno-nonsense returns policy,\u201d you\u2019re faced with four paragraphs of easy-to-read text.<\/p>\n<div id=\"attachment_773441\" style=\"width: 809px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-773441\" class=\"wp-image-773441\" title=\"IKEA's easy to understand returns and exchanges page\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns.jpg\" alt=\"IKEA's easy to understand returns and exchanges page\" width=\"799\" height=\"444\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns.jpg 1800w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns-300x167.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns-570x317.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns-768x427.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns-1536x853.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns-150x83.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-ikea-returns-500x278.jpg 500w\" sizes=\"auto, (max-width: 799px) 100vw, 799px\" \/><\/a><p id=\"caption-attachment-773441\" class=\"wp-caption-text\">Ikea&#8217;s easy-to-understand returns and exchanges page.<\/p><\/div>\n<p><strong>Warranties. <\/strong>What happens if something goes wrong? That\u2019s a pressing question on higher-cost items, such as fitness equipment and electronics.<\/p>\n<p>U.S.-based drinkware manufacturer Tervis stands by its thermal tumblers with a lifetime warranty. If it cracks, swells, or otherwise doesn\u2019t perform under normal use, the company will replace it. Figuring out what may be covered can be tricky, so the website presents illustrative examples.<\/p>\n<div id=\"attachment_773440\" style=\"width: 810px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-773440\" class=\"wp-image-773440\" title=\"Illustration of damaged Tervis drinkware\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty.jpg\" alt=\"Illustration of damaged Tervis drinkware\" width=\"800\" height=\"696\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty.jpg 1674w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty-300x261.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty-570x496.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty-768x668.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty-1536x1336.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty-150x130.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-tervis-warranty-500x435.jpg 500w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><p id=\"caption-attachment-773440\" class=\"wp-caption-text\">Illustration of damaged Tervis drinkware<\/p><\/div>\n<p>Ditch the jargon. Use bulleted lists, illustrations, and photos to show shoppers exactly what\u2019s covered.<\/p>\n<p><strong>About us. <\/strong>Plenty of businesses misunderstand the purpose of the &#8220;about&#8221; page. This is the place to tell shoppers why the store exists, the company&#8217;s values, and how it operates. Personalizing the experience is key, so be sure to include photos and details about the brand, including the people behind the scenes.<\/p>\n<p>The about page should make customers feel welcome and good about supporting the company. If you focus, say, on quality, value, or sustainability, talk about it. Use section headings or bullet points to call attention to each segment.<\/p>\n<p>Little Seed Farm takes shoppers on a mini-tour of its goat farm and demonstrates how its handmade soap is produced. This helps connect consumers with the brand, including the staff.<\/p>\n<div id=\"attachment_773439\" style=\"width: 810px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-773439\" class=\"wp-image-773439\" title=\"Little Seen Farm About Us page with video and images of staff\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about.jpg\" alt=\"Little Seen Farm About Us page with video and images of staff\" width=\"800\" height=\"1371\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about.jpg 1210w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about-175x300.jpg 175w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about-570x977.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about-768x1316.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about-896x1536.jpg 896w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about-1195x2048.jpg 1195w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about-150x257.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/pec-lsf-about-292x500.jpg 292w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><p id=\"caption-attachment-773439\" class=\"wp-caption-text\">Get personal with shoppers by introducing the staff. <em>Source: Little Seed Farm.<\/em><\/p><\/div>\n<p>When amping up the about page, consider including the following components:<\/p>\n<ul>\n<li>The company\u2019s mission statement.<\/li>\n<li>How the company started and why it exists.<\/li>\n<li>Video walkthrough of the facilities.<\/li>\n<li>Video walkthrough of how something is made, packed, and shipped.<\/li>\n<li>Photos of essential staff, especially those in lower tiers.<\/li>\n<li>Highlights of important causes the company supports.<\/li>\n<li>How the company keeps customers safe.<\/li>\n<\/ul>\n<p><strong>Privacy. <\/strong>Most people don\u2019t read privacy policies, yet they\u2019re essential to any website. The privacy policy explains how your company <a href=\"https:\/\/www.practicalecommerce.com\/as-cookies-crumble-fingerprinting-could-grow\">collects and manages<\/a> visitors\u2019 data. Google is known for collecting a wealth of data across its own and partner sites. Its <a href=\"https:\/\/policies.google.com\/privacy\" target=\"_blank\" rel=\"noopener\">privacy policy page<\/a> is lengthy but easy to digest in logical chunks. Using explainer images and <a href=\"https:\/\/youtu.be\/YlmVKT3Zvhw\">videos<\/a> is an excellent way to educate visitors and help them feel comfortable sharing information.<br \/>\n<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shoppers search an online store&#8217;s policy pages for details on shipping, returns, and more. Rarely are these vital pages engaging. But they should be.<\/p>\n","protected":false},"author":273,"featured_media":773899,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58312],"tags":[],"class_list":["post-773428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-service",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Policy Pages, Done Well, Enhance a Brand - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Shoppers search an online store&#039;s policy pages for details on shipping, returns, and more. Rarely are these vital pages engaging. 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