Managing an eCommerce site is never easy, every aspect of the site must be consistently tested, optimised, evaluated and improved. But aside from the dynamic digital marketing strategies, there are a few underlying fundamentals that can act as foundational pieces of your strategic platform. Often overlooked, user experience is key for ensuring profitability and one area of UX that your brand should want to get right is an accurate size guide. The majority of returns for eCommerce products are due to unsatisfied consumers having issues with the fit of their items, so having a well-executed size guide will cut your returns rates and ultimately have a positive impact on the bottom line. There are two key terms I like to consider when creating a new size guide: ease and accuracy.
1. Consider showing only the sizing information for the product being viewed
Keep it simple and show the customer what they want to see. Having to scroll through charts for irrelevant product types allows time for the visitor to lose interest resulting in an increased bounce rate and decreased conversion.
2. Make your sizing information accessible
Don’t hide the size guide. Make it clear, make it stand out and ensure that it is placed on all relevant pages. Every part of your sizing guide information should be easy to use and understand. And its location should vary depending on how your target demographic shops and what device(s) they tend to use to connect. Conduct user testing to ensure that it is featured in an optimised location for your audience and don’t forget to consider an omnichannel strategy.
3. Include relatable information to your audience
This goes beyond including English to metric conversions in your size guide. Using “true to size ratings” and genuine feedback from other customers who previously purchased the same item will help visitors to decide what will work for them and will re-affirm their trust in your brand.
4. Showcase your products on live models
Don’t just provide details about the models, their height and waist size etc., take it one step further and include videos of the models moving in the product or a 360 view. This will provide a much more insightful presentation of the products than any static photo could and will also allow the customer to see the true colour of the item, as well as its quality and texture.
5. Use real bodies
Show the product in real-life situations and on a range of different body types. Using a mix of model imagery and UGC will give the visitor more confidence in ordering your products as they will be presented with a relatable figure with a similar shape. This can also help to showcase different styling options which could, in turn elicit interest from a much broader reach.
Once you have designed a sizing guide configuration with minimum friction and maximum accuracy, your sales will increase as your returns rate drops.