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An anonymized apparel e-commerce case.
This apparel retailer had no shortage of consumer interest.
Product pages attracted traffic, especially for outerwear and structured garments. Customers explored sizes, spent time on PDPs, and frequently reached the cart.
What held performance back was the final step.
Fit uncertainty surfaced late in the journey, right when customers had to decide whether to commit to a size.
Rather than only reworking sizing logic across the business, the team focused on the buying moment itself.
They introduced fit guidance directly on the product page and at checkout, using SAIZ’s product-specific nudges and size recommender to help customers make more confident decisions.
The goal was simple: reduce doubt when it mattered most.
The guidance was contextual, tied to the individual product, and visible without forcing customers into a separate flow.
Once fit nudges were introduced, behavior shifted quickly. Customers who interacted with the recommender or nudges:
Importantly, these changes were most pronounced in categories where fit had previously been a source of hesitation.
The difference between sessions with fit guidance and those without became clear:
Sessions with fit guidance accounted for close to 10% of total online orders within months of rollout.
In fashion e-commerce, higher conversion and higher basket value often come with increased returns.
Here, return rates declined slightly, even as purchase confidence and basket size increased.
The reason was not better persuasion. It was clearer decision support.
Customers who felt confident about fit were less likely to regret their choice.
This case highlights an important distinction.
Fit insight and intelligence create even more value when they reach the customer at the right moment.
In this instance, activating fit guidance through the SAIZ Recommender and Automated Fit Nudges reduced uncertainty precisely where decisions were made, directly on the product page.
The result was better performance and a calmer buying experience, and, sometimes, that is the biggest conversion lever of all.
