Does the Size Chart play an important role in Ecommerce Conversion?

Confused? So are we! Let’s put this into perspective- with ecommerce sales worldwide reaching $1.47 trillion in 2014 alone, we are talking of a HUGE number of people, who log in to shop online everyday!

Research shows that one of the major reasons for products to reach the wishlist but not the shopping cart, is size. In fact, recently consumers regularly shopping online were surveyed, on the parameters of why there are instances when they turn away from purchase- and their answers were, bluntly put, size and payment modes.

The image above is a representation of the size charts or guides on various websites for the category “dress” referring to western dresses- be it cocktail, peplum, party, evening, casual or what have you! The thing that catches our attention, and we are sure yours too is the “variety” in sizes.

Jabong and Amazon have segregated sizes according to the brands of the dresses. Myntra and Flipkart use a standardized chart that changes according to the sizes available by brand- but they do not segregate the different brands. Koovs and Faballey use international, standard sizes displayed as a list.

Yes all these websites do have measurement parameters. But considering that people today are shopping from mobile as well, just how practical is it to find a measure tape and actually see how big your waist or chest or hips are, on the go?

We find that size does matter, especially when you the retailer, wish to ensure that your customers are not involved in guessing the correct size, ordering it and then returning and exchanging it. This we think is a big stopping point, not just for the customer but you, the retailer as well.

So, in a marketplace saturated with so many brands, unbrands, and just products that look and feel great, we know you too must be asking questions similar to these- how do we create an unforgettable consumer experience? How do we ensure that our customers end up widening their horizons when it comes to buying products online? How do we make it possible for an increase in the basket sizes for each individual customer?

The solution to these questions is twofold.

There are, finally, we reckon, special services popping up just to untangle the size debacle. Examples- Truefit, Fitbay, Shoefitr, etc. The purpose of these services is simple- and made especially for the consumer. The idea is to simply provide a virtual trial room; and no, your consumers don’t even need to divest themselves of their current clothing.

These services are connected to brands and marketplaces online, more like a part of said marketplaces. So when you need to buy, say a pair of GAP jeans, a pair of Vero Moda jeans and a pair of Versace Jeans on one marketplace, these softwares tell your consumers what sizes of various brands will fit them.

No huge questionnaires, no measure tapes and no hassle involved. Simple easy and quick- guaranteeing purchase.

Then there’s Fitbay- an online community that connects people who share similar interests in clothing and are the same size or sport a similar build. Consumers can actually see how the latest pair of straight cut, slim fit, dark wash, Pepe jeans will look on their build. They can connect with like- minded gals and guys and eventually, their home page on Fitbay shows them, their kind of stuff.

As amazing as these services are though, why go that way when you get a bigger, better and dare we say it, easier solution to get your customers hooked- keeping sizes in mind? The big boys in their boardrooms call it something like ‘Personal Shopping Optimization.’ We think it’s so much more than optimization, though. It is a method of crafting gorgeous experiences- so refined that they appear almost simple.

You, dear retailer, are incredibly lucky today. You get to know solid, real time facts that tell you exactly which people are buying what product, what color, what size, etc. You are in the amazingly unique position to use all those ‘clicks’ on your website or app, productively.


Imagine thisyour app (we say app because, let’s face it- mobile is going to be there forever now) is downloaded by say Mr. Bond (think Pierce Brosnan :D). This Mr. Bond ‘clicks’ on a suit reminiscent of the famous ‘Savile Row’ ones that we all hear about in literature. He then clicks on the attributes like color, material, checks out the fit, etc. He then clicks on various such suits. Then he logs out.

Now, you have, through his clicks, and a bit of brilliant analysis, found out that Mr. Bond is the type of man that likes formal wear, size 42, slim fits, dark to dark toned fabrics, etc. With this insight, you tweak the appearance of your app a bit, just for him; the rest can still see the standard app.

Mr. Bond logs in again the next day- but this time, whatever he clicks on- shows his size; His preferred fits are at the top. And the clothing with his favorite colors is displayed more frequently. Mr. Bond buys a Van Heusen Suit. And ends up coming back to your app to buy ties, tie pins, belts and other accessories that match.

Now imagine the same scenario, with click analysis available to you the moment it happens- real time! Mr. Bond clicks on size 42 after which any subsequent clicks he makes are all displayed in size 42. That is the power you have, dear retailer!


Standardization in sizing on your website or app may or may not work; but the answer to the sizing debacle, we think, is simple personalization. Standardization in sizing based on the customer, not the brands, not your website, not outsourced ideas.

At IntelligenceNODE, we too offer simple solutions to seemingly complicated problems faced by you. Because we too empathize with the modern decision maker; we too wish to create and cater to individuals- because that is the basis of society!