Size Guides and Fit Information: The Decisions That Matter
Helping shoppers choose the right size for clothing, shoes and other fitted products with measurements, fit notes and comparison tools.
Marcus Adeyemi
The key figures
- Content
- body or garment measurements, fit notes and model sizes
- Returns
- size problems drive many apparel returns
- Research
- Baymard has documented fit information needs on apparel product pages
- Accessibility
- size charts should be real tables, not images
Why this is worth getting right
Wrong sizes are a major reason for apparel returns, and clear fit information reduces returns and increases confidence.
Do this, not that
Do
- Give garment measurements, not only size labels
- Describe fit, such as runs small or relaxed
- Show the model's height and size
- Make size charts accessible tables
- Use return reasons to improve fit data
Don’t
- Generic size charts copied across brands
- Size charts as images
- Hiding fit information in tabs
- Ignoring return reason data
When to bring in help
Our advice Bring in help when apparel return rates are high, or when redesigning product pages.
Where this comes from
- Baymard Institute — Apparel and accessories e-commerce research
- W3C Web Accessibility Initiative — Tables tutorial
The figures and practices above come from the sources listed.
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Where to go next
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