Size guide pop-up on mobile product pages: +2.66% conversion rate
Commentary byLiftArchiveOur analysis, not theirsA prominent 'Size Guide' link that opens a pop-up on Theater's mobile product pages raised conversion rate by 2.66% and revenue per visitor by 2.14%.
ConvertPolo ran this A/B test for Theater, a fashion and lifestyle brand, and it was published as a VWO case study.
The lift is small and no significance level was given.
- Conversion rate: +2.66% against the page without a size guide.
- Revenue per visitor: +2.14%.
- Both lifts are small. Without a significance level, they may be within normal noise.
The change
Visible size guide link added that opens an on-page pop-up.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile product page had no easy-to-find sizing help.
Variant
A visible 'Size Guide' trigger opened an instant pop-up overlay, so shoppers could check sizing without leaving the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Fit doubt is a common reason to delay buying clothing online. A size guide answers it in place.
- A pop-up keeps shoppers on the product page instead of sending them elsewhere to find sizing.
- The small lift may mean only some shoppers were unsure of their size, or only some products were fit-sensitive.
Caveats: The lift is small and no sample size, test duration or significance level was published, so treat it as a weak signal.
Who ran it
ConvertPolo ran this test for Theater and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we add a prominent size guide link that opens a pop-up near the size picker, then more shoppers will buy, because they can confirm fit without leaving the page.
- Primary metric
- Conversion rate from product page sessions
- Guardrails
- Revenue per visitor
- Size-related return rate
- Size guide open rate
- Who should test it
- Apparel and footwear stores where fit varies between products. Expect a small lift, so you'll need plenty of traffic to detect it; low-traffic stores may never reach a clear result.
Questions
Does a size guide increase conversions?
For Theater it lifted conversion rate by 2.66%, a small gain.
Its bigger value may be in fewer size-related returns, which this test didn't measure.
Should a size guide open in a pop-up or a new page?
Theater used a pop-up so shoppers stayed on the product page.
That avoids losing them to a separate page.
Where should the size guide link go?
Next to the size picker, where the question comes up.
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