DRIVING CONVERSION & REDUCING RETURNS IN THE U.K.

REFORMATION

CHALLENGE

High return rates and negative CX feedback for the largest international market due to confusion around sizing, delivery timelines, and localized pricing.

AT A GLANCE

CHALLENGES

• Largest international market

• Lackluster CVR

• Highest return rate

• Low NPS

• Higher prices than competitors

RESULTS

• CVR: +53%

• Return rate: -14 points

• Return shipping cost savings: $250K

• Improved NPS

WHAT I DID

• Partnered with CX, warehouse, and shipping teams to clarify delivery timelines.

• Analyzed market pricing, FX rates, and duties/taxes.

• Updated PDPs, cart, and checkout to reflect localized messaging and pricing.

• Synced with dev to improve size, price, and delivery visibility.

• Audited Google Analytics, Looker, and return data to track results and refine updates.

• Kept stakeholders aligned and priorities moving across teams.

WHY IT MATTERS

This project reflects the kind of urgency, cross-functional alignment, and bias for action I'm known for-balancing customer experience, fulfillment, and site updates with data-driven decision-making to reduce friction and drive impact for eCommerce brands.