Fashion sites face common challenges like high return rates, cart abandonment, and low mobile conversions. Here’s the good news: fixing these issues can significantly boost your sales.
Key tactics to increase conversions:
- Improve size accuracy: Use detailed size guides to lower returns.
- Upgrade product pages: Add high-quality images, videos, and clear descriptions.
- Optimise for mobile: Speed up loading times and simplify navigation.
- Personalise experiences: Use AI for tailored recommendations.
- Simplify checkout: Offer guest checkout and reduce form fields.
- Use email effectively: Recover lost carts and engage returning customers.
Quick wins:
- Compress images for faster mobile load times.
- Add virtual try-on tools to product pages.
- Send abandoned cart emails within 2–4 hours.
These strategies have already delivered results for brands like Peepers Eyewear (+30% conversions) and Merchology (+40% mobile sales). Ready to see similar growth? Let’s dive into the details.
Optimizing Conversion Rates For A Clothing Ecommerce …
Mobile Shopping Improvements
Mobile devices now account for nearly 60% of online traffic, and 70% of shoppers say slow-loading websites influence their decision to buy. Here’s how you can improve speed, navigation, and the checkout process for mobile users.
Speed Up Mobile Loading Times
Even a small improvement in loading time can make a big difference. For example, a 0.1-second speed boost can lead to an 8.4% increase in conversions.
| Improvement | Impact |
|---|---|
| 1-second improvement | Walmart: 2% conversion increase |
| 1-second delay | BBC: 10% traffic loss |
| Under 1-second load time | 2.5x higher conversion rates |
Here are two key ways to speed up your mobile site:
- Image Optimisation
Compress and resize images without losing quality. Use the right formats for different types of visuals:- JPG for product photos
- PNG for illustrations
- SVG for icons and logos
- Code Optimisation
- Reduce JavaScript usage
- Defer non-essential scripts
- Eliminate unnecessary pop-ups
“Speed hacks won’t establish long-term performance; real improvements start with optimising your theme architecture.” – Nirav Sheth, CEO and founder of Anatta
Better Mobile Navigation
Good navigation design is crucial, with 94% of users rating it as the most important website feature. To improve navigation:
- Place the search bar prominently at the top-centre of the page
- Keep menu items to a maximum of seven
- Use clear, descriptive category labels
- Add intuitive drop-down menus
- Position the logo in the top-left corner and link it to the homepage
A clean, logical navigation layout creates a smoother path to checkout.
Quick Mobile Checkout Steps
Mobile shoppers have the highest cart abandonment rate at 85.65%. Simplifying the checkout process can help reduce this.
| Checkout Feature | Customer Impact |
|---|---|
| Guest Checkout Option | Reduces 24% abandonment rate |
| Shop Pay Integration | 1.91x higher conversion rate |
| Simplified Forms | Prevents 17% cart abandonment |
To make checkout easier:
- Use a single “full name” field instead of separate fields
- Enable automatic keyboard type selection for specific inputs (e.g., numbers for credit cards)
- Provide clear error messages
- Allow customers to create an account after completing their purchase
“The majority of our customers today are discovering new products on the go on their mobile devices, and if they have to fill out a form, we’ve lost them.” – Benjamin Sehl, co-founder of KOTN
Making these adjustments can help keep mobile shoppers engaged and more likely to complete their purchases.
Customer Experience Personalisation
After optimising for mobile, taking the next step to tailor the shopping journey can significantly improve conversions. In fashion eCommerce, personalisation is key. A notable 71% of consumers now expect tailored interactions, while 76% feel frustrated when these expectations aren’t met.
Smart Product Suggestions
Using AI for product recommendations can make a big impact. Fashion retailers leveraging AI-driven personalisation have reported conversion rate increases of 20–30%.
| Recommendation Type | Impact on Sales |
|---|---|
| Complementary Products | 10–50% boost in average order value |
| AI Personal Shopper | 80% query resolution rate |
| Cart Recovery Suggestions | Up to 50% improvement in recovery rates |
To get the most out of these recommendations:
- Highlight items based on browsing history and past purchases.
- Suggest complementary products at similar or lower price points.
- Combine AI-driven suggestions with manual curation.
“The epitome of luxury is anticipation, AI Personal Shopper anticipates your customers’ needs, delights them and as a result increases your conversion rate, the effectiveness of ad spend, AOV and share of wallet.” – Kortical.com
These personalised suggestions naturally lead to creating landing pages tailored to customer preferences.
Targeted Landing Pages
Your homepage should appeal to various customer segments while staying clean and easy to navigate. Studies show that 45% of visitors are more likely to buy when presented with personalised recommendations.
Key elements to include:
- Localised currency displays and seasonal content.
- Category images that reflect browsing history.
- Trending items customised to customer interests.
- Mobile-first design with a clear, prominent search bar.
“The homepage doesn’t convert visitors to buyers on its own. Instead, the objective is to get visitors to click or view a product or category page to bring them ‘in’ to your store.”
Returning Customer Content
Brands that excel at personalisation see 40% higher revenue compared to their competitors.
To improve the experience for returning customers:
- Auto-fill checkout details based on past purchases.
- Recommend payment methods that suit customer preferences.
- Offer personalised product bundles tailored to their shopping habits.
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Product Page Improvements
Refining your product pages is a crucial step in turning browsers into buyers. By focusing on clarity and confidence, these pages play a key role in completing the customer journey. Data shows that 85% of shoppers prioritise detailed product information and high-quality images when deciding between brands.
Product Photos and Videos
High-quality visuals are essential for bridging the gap between online shopping and in-person experiences. Professional photos should showcase multiple angles, highlight details like textures and stitching, and include lifestyle images. Features like zoom functionality are a must, especially for mobile users, and images need to load quickly.
“Show multiple angles, allow users to zoom, call out unique features. Good photography builds expectations and credibility.” – Maria Bonello, director of strategy at SMAKK Studios
Videos are becoming just as important as photos. In fact, 69% of consumers prefer short videos to learn about products. Fashion retailers, for example, use videos to show how garments move, highlight special features, and demonstrate different styling options or size comparisons.
Size Guides and Fit Details
Fit issues account for 80% of returns in online fashion, with return rates averaging 28%. Clear and detailed size guides can significantly reduce these numbers. Here’s what effective size guides should include:
| Element | Purpose |
|---|---|
| Local Measurements | Metric measurements (cm) tailored for Australian shoppers |
| Brand-Specific Charts | Customised size guides for individual brands |
| Product Dimensions | Actual garment measurements for all available sizes |
| Fit Descriptions | Information about the cut, such as whether it’s fitted or loose |
Retailers like Madewell set a strong example by using models with different body types to showcase how various sizes look, helping shoppers visualise the fit on themselves.
Digital Try-On Tools
Virtual try-on (VTO) tools are transforming online shopping. These features use 3D visualisation, facial tracking, and body measurement scanning to give customers a better idea of how products will look and fit. They’re also mobile-friendly, making them accessible to a wider audience. Implementing VTO tools can lead to a massive boost in confidence and sales, with add-to-cart rates increasing by up to 600%.
To maximise their impact, ensure your try-on tools are easy to find on product pages and work seamlessly on all devices. Regularly review user engagement data to fine-tune the tool and improve its effectiveness.
These updates to your product pages work hand-in-hand with earlier strategies, creating a smooth and engaging shopping experience that drives conversions.
Email Marketing for Sales Growth
Email marketing not only drives sales but also strengthens customer connections. By targeting missed opportunities and encouraging repeat engagement, it serves as a key component of a broader conversion strategy. With cart abandonment rates at 73%, well-timed email campaigns can recover lost revenue while building customer loyalty. These strategies also complement mobile and product page enhancements to boost conversions.
Cart Recovery Emails
Cart recovery emails can reclaim about 3.33% of lost sales, generating an average of A$3.65 per recipient. Timing and personalisation are essential to their success. Here’s a proven schedule:
| Timing | Content Focus | |
|---|---|---|
| 1 | 2–4 hours after abandonment | Remind customers of items left in their cart |
| 2 | 24 hours after abandonment | Offer a discount or special incentive |
| 3 | 48–72 hours after abandonment | Suggest related products or ask for feedback |
“Having multiple abandoned cart emails results in 69% more orders than a single abandoned cart email”, says Chase Dimond, Email Marketing Pro.
To make these emails more effective, include product images, compelling calls-to-action, and perks like free shipping to address delivery cost concerns.
After-Purchase Email Series
Post-purchase emails are a great way to encourage repeat business. These emails achieve open rates nearly 17% higher than standard automations.
- Order Confirmation
Send immediately after purchase, including order details, estimated delivery, and tips like styling or care instructions. - Delivery Updates
Keep customers informed about their order’s progress. Use these updates to showcase complementary products. For instance, FARM Rio uses tracking emails to offer birthday discounts. - Review Request
Send 2–3 weeks after delivery, once customers have had time to use their purchase. With 86% of shoppers regularly reading reviews before buying clothing, offering a small discount for feedback can be a smart incentive.
“Post-purchase emails are a great time to get the flywheel going, re-engaging existing customers to queue up their next purchase”, explains Sharon Goldstein, CEO of LimeSpot.
Customer Email Groups
Segmenting your audience is key to effective email marketing. Group customers based on factors like purchase history, average order value, product preferences, shopping habits, and location. Regularly update these segments to reflect changes in behaviour and engagement.
For example, VIP customers could receive early access to new collections, while one-time buyers might benefit from emails highlighting your brand’s quality or educational content.
“Focus on optimising the customer experience here – don’t focus on driving additional sales. Most brands see the biggest drop-off from first to second purchase, often because they overwhelm users with too many emails before showing real value”, advises Adam Kitchen, CEO of Magnet Monster.
Conclusion: Fashion eCommerce Success Steps
Using Data to Make Decisions
Data is your roadmap to growth. With global fashion eCommerce revenue projected to hit A$712.9 billion by 2022, tracking the right metrics can help uncover valuable opportunities:
| Metric | What to Monitor | Why It’s Important |
|---|---|---|
| Search Performance | Conversion rates for search users | Search users are 2.5 times more likely to convert on desktop and 3 times on mobile |
| Mobile Analytics | Page load times, bounce rates | Mobile commerce is growing faster than overall eCommerce |
| Customer Behaviour | Heat maps, mouse flow patterns | Helps identify friction points and areas for improvement |
By focusing on these metrics, you set the stage for actionable improvements that can be implemented effectively by skilled teams.
Working with Shopify Experts
Once you’ve identified the key metrics, consider working with Shopify experts to turn insights into results. Their expertise can fast-track your optimisation efforts. Shopify Plus merchants, for example, have reported 126% year-over-year growth by leveraging expert strategies. Brands like Vacay Swimwear and Island Style Clothing have seen noticeable boosts in sales conversions thanks to tailored solutions.
“We’ve seen a massive improvement in sales conversions, especially on the mobile, very happy with the results.” – Vacay Swimwear
Here’s where expert support can make a difference:
- Customised theme development focused on improving mobile conversions
- Implementation of AI-driven personalisation tools
- Setup of heat map and mouse flow analysis
- Development of custom scripts that can increase sales by up to 12%
- Strategic email marketing campaigns
Collaborating with experts and conducting regular audits ensures your store stays competitive and adapts to changing consumer behaviours.
Do you require a leading eCommerce company you can trust to help you achieve your online vision? Your one-stop shop is Alinga. We are a full-fledged eCommerce company specialising in developing high-performing and scalable Shopify stores. Your strategy and user experience come first, and we then establish and relocate everything for you. Choose Alinga to discover what it’s like to collaborate with an eCommerce team that is focused on objectives and truly achieves your goals. Contact us right away so we can work together to develop something incredible!
