Shopping for clothes and shoes online can be a bit of a battle for customers. Getting apparel that actually fits is difficult because more often than not, numbers and letters are of little help in determining which size truly works. For online retailers, the quality of their website’s sizing charts can either pull customers in or drive them away.
High return rates are one of the biggest pain points of any online fashion supplier. And most customers return fashion items because of fit and size issues. In fact, 7 out of 10 returns in fashion eCommerce are fit related, according to Edward Gribbin, president of Alvanon, a leading authority in garment sizing and global apparel. Gribbin further emphasized that size matters more for brand loyalty, with 85% of consumers saying they go back to a brand specifically because of how it fits them.
Creating a useful online size guide is a challenge, as sizes vary widely across different stores and brands. But paying close attention to how sizing guides are presented is a smart investment for online fashion retailers. Ecommerce businesses will never be able to completely eliminate returns, but one of the most effective ways to reduce return rates is to make sure shoppers know exactly what to expect from a product.
Besides boosting sales, size guides can make online shopping fun and interactive for consumers. Here are some points to consider to enhance user experience and help customers pick the right fitting and size.
Keep It Simple and Straightforward
Make sure that your size charts and sizing information are easy to use and understand. Including common measurements is a good idea since customers find it more convenient to select the measurement units between inches and centimeters.
Go the extra mile by not only helping your customers select the right size but also helping them determine their measurements accurately. This can be effectively done even without a measuring tape. Illustrating which sizes will fit them better will help them narrow down their choices. You can also incorporate other key indicators like height, weight, age, body shapes and information about the cut of the item.
Prioritize using the local knowledge for your size guides so you can readily reach your immediate target markets and localize the shopping experience. Try your best to enable currency and language selection for your global audience.
Be Brand-Specific, Product-Specific
Even though a customer is a size 6 in one brand, it doesn’t mean he or she is automatically a 6 in every brand. Sizing varies from manufacturer to manufacturer so it’s best to always provide sizing information that is brand-specific.
Showing the same generic size chart on all product pages will only complicate things for customers and leave them confused and unable to decide. Only display the sizing information for the specific product that is being viewed. It doesn’t make sense for customers to get a measurement chart with a chest or sleeve length when they’re shopping for pants. If it is an upper-body product, show them upper-body measurements only.
BeautyMNL, for instance, has its own Fit Finder technology to help shoppers find their perfect fit. The interactive guide asks customers to give key information like the measurements of their bust, waist, hips, and height. It’s functional, easy, and enjoyable to use as the guide recommends what size to purchase based on the information entered by the shopper.
Customers get the closest fit for every fashion item. Plus, a personal size guide helps customers shop for cool pieces that are customized for their figures.
Make Size Charts Stand Out
Make sure that customers get easy access to your size guides and size charts by putting them high on relevant pages. Having a pop-up on the screen that takes customers directly to the sizing information is also helpful.
Optimizing product description is another effective way to help customers pick the right size and fit. By using the right words to explain your sizing information, customers can better perceive which one is best for their size and body type. You can also touch upon body shapes in the product description for more detailed options.
Photos, Videos, and Models Do the Trick
Professional photos and videos that showcase your products will help shoppers get a more accurate picture of what to expect from a purchase. It’s best to include detailed model descriptions like the model’s size and dimensions. The more information you provide about the model and the garment, the better understanding of the product’s fit your shoppers will get. Customers become more confident about their purchase when they have a reference for comparison to their body types.
Additionally, 5- to 10-second videos of models moving and wearing your items will grab your customers’ attention. These videos will help customers decide which size and fit to choose by allowing them to see how the fabric moves and falls with body movements.
Value Customers’ Feedback and Let Them Talk About Fitting
Allowing your customers to submit feedback with photos adds a level of authenticity and gives shoppers an idea of what the product looks like in real life. Photos of people using your products will encourage shoppers to make a well-informed purchase.
Publish product reviews and encourage your customers to talk about size and fitting. This helpful feedbacks serve as a buying guide for other shoppers. They will be more confident about ordering when they know that they can identify with similar body size, shape, and type.
The important thing is to be clear and straightforward about your shop’s sizing and return policies. Make sure that your clients are able to understand them so you can gain their trust.
Don’t be discouraged with product returns. With the right attitude, you’ll be able to learn from the experience and identify areas for improvement. Regularly review customers’ reasons for returns and make changes to your charts. Creating a useful sizing guide helps you stay on top of mind with customers as a reliable online store.
Mariana Cortez is a marketing associate at BeautyMNL. As a certified beauty junkie, Mariana spent a lot of her time researching about the latest makeup and skincare trend and writing about it. During free time, she’s probably busy playing with her dogs, having a good time with her family or sketching the gown of the next miss universe.