Size uncertainty is one of the last real objections standing between a fashion shopper and "add to basket" — and it's usually where sites do the least to help. A generic S/M/L table, opened in a separate tab, answers almost none of the question the shopper actually has.
Opening in a new tab or a plain modal breaks the shopper's train of thought. By the time they've cross-referenced the numbers and come back, momentum is gone. Keep sizing guidance inline, next to the size selector, not one click removed from it.
A chest measurement in centimetres doesn't answer "does this run small?" — the actual question on a shopper's mind. A simple runs-small / true-to-size / runs-large indicator, even a basic one, resolves more hesitation than a precise but context-free measurement table.
Shoppers think in terms of items they already own, not raw numbers. "Fits like your usual [competitor] medium" does more work than a chart most people won't bother to get a tape measure out for.
If free size exchanges are part of your policy, that's a conversion tool, not just a policy page. Shown right next to the size selector, it directly lowers the risk of the exact decision the shopper is stuck on.
Fashion ecommerce is overwhelmingly mobile, and a lot of size charts are still a tiny table screenshot that needs pinch-zooming to read. If it's not legible without zooming on a phone, it's not doing its job for most of your traffic.
Fixing this rarely means a redesign — it's usually a handful of specific, high-impact changes right around the size selector. That's exactly the kind of thing a focused audit is built to find.
Whether you need a rapid review of your key product or size guide page, or a complete audit of your shopping and checkout journey, we pinpoint the exact friction points costing you sales — backed by our 100% Actionable Guarantee.