Do you know that quiet friend who barely talks, but when you need advice they help you at the moment of a tough decision? Well, this is the size chart in your online store. However, most of the time, this important feature of the online store is neglected by e-commerce managers which can lower conversions, since the customer is not sure with the information received.
In this KPI scenario, where increasing conversion, reducing logistics costs and customer frustration is key, we should not ignore this important resource that can become a strong helper in this endeavor since 37% of the abandonment of shopping cart is attributed to the doubts of which size to purchase.
5 Tips to create the size charts for your fashion e-commerce:
1 – Always use body type measurements and never measurements by clothing type!
Providing body measurements helps the customer compare measurements of their own body with more assertiveness, with the body modeling measurements that the brand used to design that particular piece. If we use the piece measurement approach, the customer will try to make a direct comparison (not taking into account fit, style or elasticity) which will make them purchase the incorrect size.
2 – Show only available sizes for that product.
A common mistake of an e-commerce when it comes to size charts is to use a single general chart for the whole website, leaving customer confused about their decision. Do not complicate, facilitate.
3 – Display only the measurements required for specific product analysis.
It does not make sense for the customer to be choosing a pair of pants and to come across a measurement chart with a chest or sleeve length. It is the same as asking the customer to go to a dressing room in the store and try on a pair of pants to buy a shirt. It just does not work and confuses the customer. If it is an upper body product, only use the measurements of the upper body and do the same for the lower body.
4 Help the customer understand their own measurements.
Explain correctly what each measurement represents on the customer’s body. Use images and texts so that the customer can understand how to correctly purchase a piece that fits their body type.
5 – Offer customer the choice to create their own measuring tape.
Customers do not always have a way of measuring themselves at their disposal, and when it is necessary to recognize their measurements, it is important to offer an option so that they can print and assemble their tape measure and thus check their measurements.
Since your KPIs are very specific metrics, such as conversion rates, average ticket value, checkout abandonment rates, frequent visitors and completed purchases, count on the Size Chart (your dearest friend) to help increase your sales and customer satisfaction.