It’s the little things that elevate online retail experiences - Part 3! SIZE GUIDE CONTENT.
The return rates for online apparel retail so far in 2025 is averaging 25%. And the research predicts return rates will climb to over 30% for this Black Friday and Christmas season. By way of comparison, offline apparel return rates are consistently in the 8–10% range.
Size Guide content is meant to build confidence and reduce consumers’ buying risk. Think of size guide content as a part of your conversion rate optimisation strategy.
AI Calculators Can Help:
AI-powered sizing calculators can reduce returns, but they must deliver seamless mobile experiences. And this remains hit and miss.
Before you consider the AI option, there are proven content activities that will reduce return rates and increase conversion rates.
Size Guide Storytelling - the basics:
1. Include both conventional (S, M, L) and numeric sizing information.
2. Provide garment measurements in inches and centimetres.
3. Include coverage of key areas such as bust, waist, hips, inseam, shoulder width, and sleeve length.
4. Include international size conversions. You will have consumers who know their European sizes.
5. Match each product type with a dedicated sizing chart, rather than relying on one generic guide across multiple apparel categories.
Fit and Measurement Assurances:
1. Teach people how to measure themselves and how to use your sizing content to make the right selection confidently.
2. Add fit descriptors in the size guides (“fitted,” “loose,” “relaxed”).
3. Highlight fabric properties (stretch, rigidity) and style considerations (cut, silhouette).
4. Provide the measurements of the models wearing the garment and the size he/she is wearing.
New Sizing Content:
1. Create “Learn Your Size” CMS pages and feature these on the homepage. This is a dedicated content journey where consumers can interact with larger versions of your sizing tables. Research proves consumers interact with this content BEFORE viewing products.
2. On product pages, feature customer review content that calls out fit accuracy and/or provide sizing advice (“fits true to size,” “runs small”).
The other important thing to note is that all the effort you are making to improve journeys also contributes to your Agentic eCommerce strategy, which prepares for commerce with AI systems such as ChatGPT.
None of this is a waste of time.
Given the impact that size guide experiences have on your customers and your business, this function is strategic. So treat it as such. You get this right, and you have unlocked opportunity!
This article was as tagged as Digital Strategy , eCommerce Consulting , eCommerce Conversion Rate Optimisation