'In between sizes? Size down' tip on product pages: +4.5% conversion
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsThe Perfect Jean added a short sizing tip to its product pages telling in-between shoppers to size down, and conversion rate rose 4.5%.
The denim brand ran the test with Visually, which suggested the tip and published the result as a case study.
The tip is now on all of the brand's product pages.
- Conversion rate: +4.5% with the size tip.
- The tip became a permanent part of all product pages.
- Sample size, test length and confidence were not reported, and no return rate data was shared.
The change
A one-line size-down tip added beside the size guide.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages had a size guide, plus photos and descriptions of fit. There was no direct advice for shoppers between sizes.
Variant
A short tip was added: "Not sure / in between sizes? We suggest sizing down".
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most shoppers know their size. The ones who stall are those stuck between two sizes.
- A single clear recommendation removes a decision, while a size chart still leaves the shopper to work it out.
- Stretch denim makes sizing down a safe tip, so the advice is likely to fit.
Caveats: Visually published this as a case study and did not share sample size, test length or confidence level. The effect on returns and exchanges was not reported.
Who ran it
Visually ran this test for The Perfect Jean and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we add a one-line tip telling in-between shoppers which way to size, then more will buy because they won't stall on choosing between two sizes.
- Primary metric
- Conversion rate
- Guardrails
- Return and exchange rate for fit
- Size distribution of orders
- Revenue per visitor
- Who should test it
- Apparel and footwear stores where fit follows a clear pattern, such as stretch fabrics that run large. Only give the tip if your return data supports it, or you may increase fit returns.
Questions
Do sizing tips reduce returns?
They can if the advice matches how the product fits.
This case study reported a conversion lift but did not share return data, so track returns yourself.
Should I tell shoppers to size up or size down?
It depends on the product. Check your exchange data to see which way in-between shoppers usually swap, then give that advice.
Is a size guide enough?
Often not. A guide gives data, but shoppers between sizes still have to decide.
A one-line tip makes that decision for them.
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