Sizebay | Provador Virtual para e-commerces de Moda

5 reasons that can ruin the conversion of a fashion e-commerce

5 reasons that can ruin the conversion of a fashion e-commerce

Making the online shopping process the closest to the offline process is the goal of any e-commerce and a great challenge for anyone who sells clothing. The rule is simple, the closer the online shopping experience is to the physical shopping experience, the greater the chances of conversion.

Let’s envision that, it is common for stores to invest more and more in modern and bold physical spaces, differentiated and personalized services and very creative marketing campaigns to make the customer experience unique. To be sure, the store that combines all these points with an excellent brand and a competitive price is collecting excellent results.

So how do you bring that same experience to an online environment?

In a successful experience, consumers search and compare prices and brands to the point they decide to buy. Then visits the site, chooses the product and completes the order. However, it is common to happen something to the customer to give up their order and leave your store without taking anything.

If your store does not have a “Panda” like this one, your customer is probably facing one or more of the following issues:

1 – Doubts regarding clothing measurements

A survey conducted from byMK indicates that 37% of online consumers stop buying because they have questions about clothing measures. Despite this huge problems, there is no effort coming from the e-commerce platforms to address this specificity of fashion e-commerce, causing the store staff to make a great effort to translate their measurement chart to the site.

To make the experience richer, fashion e-commerce already have at your disposal, tools that allow the customer to automatically get a recommendation of size, such as the Sizebay Virtual fitting room. In addition to the fitting room, the company takes advantage of clothing data to automatically assemble the site’s measurement table. In the example below.,

2 – Mistrust about the exchange process 

Another point pointed out by the research, is that 21% of people give up buying for doubts about the exchange process. This way it is essential that your store display clear messages about the possibility of free exchange plus simplified content on how this process works, reassuring the customer. The messages must be in the decisive moments of purchase, where the customer through the navigation demonstrates an interest in making the purchase: next to the button to buy the product, in the table of measurements and the screen of the cart/checkout.

3 – Fear of informing your data on the internet

With so much news publishing hacking attacks on the internet, it is common for people to be afraid to report their data on any site. About 21% of respondents said they are wary of reporting sensitive data such as a credit card number during the purchase process.

The site must surround itself with technologies that ensure the security of user data and ensure that the user understands that it is in a secure environment. The most common mistake in this regard is that stores did not extend their SSL certificates to the entire site, leaving the certificate only on checkout pages. As of January of this year, the most popular browser in the world (Google Chrome) is issuing an alert whenever users access simple HTTP sites without the SSL certificate as unsafe connections

4 – Bad navigation and usability failure..

What would you say when you enter a store and see that the shelves are disorganized, the products are all overcrowded and the clerk has no minimum knowledge about the products she sells herself. Imagine if walking through the store in every aisle you were interrupted by attendants forcing you to fill out a membership form of any service at all times even you saying not every time. It would be a horrible experience, wouldn’t it?

There is nothing worse than waiting for a page to load or have errors, stay tuned, always correct the crashes faster and track the performance of all pages. Take care of the layout, especially with factors that hinder navigation, such as badly located pop-ups and unpleasant sources. You can test how this experience works for your client and get good insights for better improvement to your site through the free service Google Page Speed.

5 – Offer your customer a Mobile Experience

One of the great pillars of e-commerce is the ease of shopping everywhere, precisely why sales have been increased, thanks to smartphones and mobile devices on the market.

So your store needs to adapt for the customer to have a good experience regardless of the way he uses it for. So, not only should your website be responsive, but all the tools and plugins you use in it.
After all, your customer’s buying experience is a sum of your platform and all the other services associated with it.

One example is Sizebay’s services that provide specific experiences for each type of screen and customer situation in total harmony with the e-commerce design where it is installed.

Summing up…

Combine the best possible practices of off-line service with the speed and multiple possibilities of your virtual environment, try to think of a beautiful and innovative store and do not forget to mainly worry about your client, make him feel “at home”.

Invest resources not only in attracting customers but also in improving the experience, it not only decreases stall abandonment but also retains the customer and turns it into a promoter of your store.

With all certainty, your conversion will leverage, your qualifications will be positive and your client besides happy will be an excellent promoter of your brand.


Did you like the tips? Want to understand more how to improve your conversation and lower your operating costs?


Here at Sizebay, we love to talk, because we believe it is the most effective way to better understand your needs and like so it improve services and products.

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Founder and CEO. Experienced in marketing consulting, branding and digital business. Graduated in graphic design with an MBA in Marketing.

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