Managing an e-commerce website isn’t easy. Customer expectations have reached a peak, competition is fierce and technology is ever-changing.
E-commerce websites are sales driven and can massively be impacted by poor usability. In my opinion, good UX is the most important feature of any e-commerce website design. This involves making sure that all content presented to the user is appropriate, valuable and has a well-defined purpose.
For example, If your products require the user to pick a size, an online size guide is imperative. It boosts conversion, reduces returns, and elevates the consumer experience.
In this article, I will discuss how to create a size guide that works along with some of the best online size guides out there.
Size and fit are one of the main problems for e-commerce retailers. For the majority of consumers size changes dependant on the brand, country and material. With consumers unable to try items on and wrong-size purchases this contributes to high return rates.
“You can't create bricks and mortar experience online, but you can create a real-life experience with the help of technology.”
There are a few solutions to this problem however, one popular online strategy is sizing guides. When implemented well, the size guides offer practical value, user interaction and improved user experience.
a. Don’t dismiss customer reviews
Customers who have already bought the product will know whether the item is a small fit or oversized. It is very important to publish comments without any filtration as these could assist other consumers when selecting a size.
b. Why is the online size guide so important?
The majority of returns for e-commerce products are due to the consumer being unsatisfied with the fit. Reducing the return rates is a huge focus and well-executed size guides can make a significant impact on the bottom-line
Online shopping can quickly become an inconvenience especially when customers are indecisive about what size is right from them. Most e-commerce websites have reacted to known predicaments and offer free returns to improve the customer experience. However, size guides could instantly give the customer more certainty when purchasing online which essentially boost sales.
6 tips for managing size guides
- Give brand-specific information. Sizing differs from manufacturer to manufacturer.
- Only show the sizing information for that specific product. Keep it simple.
- Don’t hide the size guide, put it high on the relevant pages.
- Provide details about the model in the photoshoot – height, weight, waist and size.
- Consider using catwalk videos to get a 360 view of how the item looks and flows in a real-life situation.
- Perhaps introduce bloggers or Instagram posts so the user can see how other people use/wear the item.
Examples of size guides done well
Below, I have collated three of the best online size guides out there.
Uniqlo uses Fit Finder technology that helps users find their ‘accurate fit’. Fit finder has an interactive guide that helps modify the results.
Nudie Jeans is a retailer that uses customers existing clothes as a means of resolving the best size and fit.
Aldo uses True Fit technology which informs the user about the style of fit before they order. For example, whether it is small sizes or wide fit
Online size guides can boost sales, reduce your return rate, and retain your customers. However, don’t forget there will always be customers who decide they don’t want to keep the product.
Keep an eye on why customers are returning products and observe the impact size guides have made in improving the user experience.