Display Sizing and Return Policies to Boost Conversions

35% of Customers Fear Size Issues: How to Display Return Policies and Sizing Recommendations to Improve Conversions

For fashion retailers, cart abandonment remains one of the most significant obstacles to higher conversion rates. Among the many reasons customers abandon their carts, sizing concerns stand out as a major factor. Research shows that 35% of customers leave their shopping carts due to worries about ordering the wrong size. This issue is particularly relevant in the fashion industry, where buying without trying can lead to uncertainty. So, how can online stores provide reassurance about sizing and help customers feel more confident completing their purchases?

The Problem:

In the fashion industry, customers often face uncertainty when it comes to sizing. Without the ability to try items on, they are left guessing which size will fit them best. This issue is compounded by varying sizing standards across regions and brands, leading to confusion for customers shopping internationally or even domestically across different brands.

Moreover, sizing uncertainty increases when product descriptions and size guides are insufficient or hard to find. If customers can’t quickly and easily find the information they need, they are likely to abandon their purchase rather than risk ordering the wrong size and dealing with a return or exchange later.

This challenge is particularly problematic for retailers that lack clear return policies. Customers may fear that returning or exchanging an item will be a hassle, especially if they’ve already had a poor experience with online returns. Without sufficient information, customers will naturally opt to delay or forgo their purchase entirely.

Supporting Data:

35% of customers abandon their carts due to sizing concerns (Source: E-commerce Consumer Research 2023).

Research shows that 65% of customers are more likely to purchase from a store if the return policy is clearly displayed and flexible (Source: Online Shopper Trust Study 2022).

In the fashion e-commerce sector, abandoned cart rates can exceed 70%, with sizing and return concerns playing a major role.

Potential Solutions:

Reducing cart abandonment caused by sizing concerns requires more than just offering basic information. Retailers need to provide multiple layers of reassurance, such as clear sizing guides, easy-to-understand return policies, and even personalized recommendations. Here are a few effective strategies:

Detailed and Easy-to-Find Sizing Guides
One of the most effective ways to reduce abandonment due to size-related concerns is to offer a comprehensive, easy-to-find sizing guide. A good sizing guide should include measurements in multiple units (inches, centimeters) and should explain how different measurements relate to specific sizes. Some customers may need additional help converting between regional sizing systems, such as between US and EU sizes, so providing this information can prevent confusion.
Additionally, a well-placed sizing guide should be accessible from both the product page and the checkout page, as some customers may want to double-check sizing before completing their purchase.

Personalized Size Recommendations
Offering personalized sizing recommendations based on the customer’s past purchases, their personal measurements, or even crowdsourced data from other customers can increase confidence. Retailers can implement AI-based sizing tools that allow customers to input their height, weight, and body type to receive size suggestions tailored to their specific needs.
For example, some brands allow customers to compare their body type with models or real customers who have purchased the same item. By showing how the item fits individuals with similar body measurements, retailers can significantly reduce the risk of customers choosing the wrong size.

Clear Return and Exchange Policies
Even with the best sizing guides, there will always be cases where customers order the wrong size. For this reason, it’s crucial to highlight your return and exchange policy on product and checkout pages. Customers need to know that they can easily return or exchange an item if it doesn’t fit.
Offering free returns or exchanges—along with a generous return window—can go a long way in reassuring customers and encouraging them to proceed with their purchase. Make sure your policy is clear, easy to read, and includes no hidden costs or confusing terms.

Customer Reviews with Sizing Information
Customer reviews are invaluable when it comes to building trust. By featuring customer reviews that focus on how a product fits, you provide potential buyers with real-world insights. Customers trust the experiences of others, especially when reviews include details like height, weight, and size ordered.
Consider encouraging customers to upload photos of themselves wearing the items, along with a note about how the sizing worked for them. This adds credibility and helps prospective buyers make better-informed decisions.

So, How Do You Solve It?

What should be displayed on the product/checkout page?

Include a detailed sizing guide: Make sure the sizing guide is prominently displayed on the product page and is easy to understand. If possible, include a size converter for international customers.

Highlight the return policy: Your return policy should be clearly visible on both the product and checkout pages. Offering free or flexible returns is a powerful reassurance tool, particularly for first-time buyers.

How can you communicate this to customers via WhatsApp?
If a customer abandons their cart due to sizing concerns, a well-timed WhatsApp message could make all the difference. Consider sending a message reminding them about the flexible return policy or offering personalized size recommendations based on their past purchases. Include a link to the sizing guide, or invite them to ask questions via WhatsApp. This personalized touch can turn hesitation into a completed purchase.

For example, “Hi [Customer], noticed you left some items in your cart. We want to make sure you get the right fit! Feel free to check our size guide here [link] or contact us if you need help with sizing. Remember, we offer free exchanges in case the size doesn’t work out!”

Conclusion:

Sizing concerns are a common cause of cart abandonment, particularly in the fashion industry. By providing detailed sizing guides, personalized recommendations, and clear return policies, retailers can significantly reduce the number of abandoned carts. Leveraging customer reviews and offering flexible returns further reassures customers that they can shop with confidence. Additionally, proactive communication through WhatsApp can remind customers of these features and bring them back to complete their purchase.