Shoeline.com has developed an innovative feature that’s helping their customers make better purchasing choices. It’s called the Return-O-Meter, and it illustrates to browsing customers how often a shoe style is returned after being purchased. Over the last year, the addition has resulted in higher click-through rates from product page to checkout and lower overall returns for the store. If the return rate for a product is high, it lists reasons given for returning the shoes, like, “Narrow” or “Sizes Run Small,” keeping the customer informed about potential concerns before they take the plunge. Frank Malsbenden, vice president and general manager, notes,

“I really believe that today’s customer appreciates when a retailer tells them the truth, and I felt that we could increase our credibility with the consumer by adding this feature.”

It’s this credibility that’s the feature’s strongest suit, helping assure customers that the retailer is being completely transparent and up-front with them in every part of the shopping experience. Since it’s primarily customer-oriented, the Return-O-Meter gives the impression that people, not profit, are number one with the company. As customers face a growing pool of online shopping options, keeping customer trust a top priority is an excellent way to set your store apart.

Examine your own site, and look for where a greater sense of transparency could improve your customer experience. Have any suggestions? Share them in the comments.