Conversion Optimization

Boost Fashion eCommerce (Product Page) Conversion Rate: 16 Proven Strategies

The fashion eCommerce industry benefits from improved personalization, influencer culture, and increased online access. Here’s how to make that work for your brand.

Boost Fashion eCommerce (Product Page) Conversion Rate: 16 Proven Strategies

The fashion industry is set to hit a valuation of $672.71 billion by 2023.

Some of the most significant factors contributing to this growth include:

  • Technological advancements including the improved use of virtual technology
  • Expansion of global markets that go beyond the west
  • Increased online access and personalized shopping experiences
  • Increased use of smartphones in buying decisions
  • Influencer & celebrity culture guiding purchases
  • Growth of social media & social commerce

Evidently, the fashion eCommerce industry has benefited from improved access to brands and a more personalized approach to shopping.

With this in mind, we have built a series of ideas to help you optimize your fashion eCommerce product page into being the final nudge that gets customers to check out.

Take a look.

16 ideas to optimize Product Pages for Fashion brands

Effective product pages are the cornerstone of eCommerce growth.

They're where you show customers the value of what you have to offer, the benefits they gain from buying from you, and how much the entire experience will cost.

A well-optimized product detail page template can help drive sales for your fashion brand — and it only takes a few tweaks to achieve this goal.

1. Differentiate your Limited Edition collection from the Classics

The word ‘Limited Edition’ triggers something in most of us: a sense of exclusivity.

Knowing that there’s a limited supply of something — and especially something they like — can encourage customers to buy these products almost instantaneously.

This works as a means of scarcity marketing that not only helps with brand extension but also creates some sort of cult loyalty. In fact, the “drop culture” has become so popular now that people actively create events around these Limited Edition drops.

We love how Allbirds positions their Limited Edition collection right beside the Classics. This makes choosing the Limited Edition range a whole lot easier and signals that the Wool Runners are a popular product (one customers want a Limited Edition range for).

eCommerce example of fashion product page for Allbirds

Pro Tips:

Introduce Limited Edition collections for products you notice are doing well already.

By extending this line, you’ll also help elevate the hype these products already enjoy. Bring in more colors, more designs, and make these products more exciting.

Include Limited Edition offerings alongside the Classics on the fashion product page template.

This, very subtly, creates a sense of differentiation while also giving customers a full view of what’s available.

Avoid launching a whole new range of products as Limited Edition.

As a smaller brand, you’d rather build momentum on popular product lines than have to build new traffic for a whole new range of products.

2. Enable shareable wishlists for more visits to product pages

As a fashion-forward retailer, you know how important wishlist pages are.

It’s a great way to include customers in the process giving them a space to access sales alerts, exclusive offers, product recommendations, and of course save their products.

When you make the wishlist page shareable, you’re opening this channel to their entire world. They can use it to hint at special purchases, build registries, and even discuss product lines.

It’s as simple as this. Everyone likes talking about things they’re considering buying. If you can help people do that, you’ll likely see an increase in traffic to your site. 

We love how Mulberry encourages customers to share their wishlist as hints. 

eCommerce example of fashion product page for Mulberry

Pro Tips:

Include wishlist data in your marketing and sales campaigns.

Your wishlist is one of the most authentic sources to collect customer information. It offers data generated directly from the customers with regard to the products on your website. Use this data well. Make it a crucial part of your marketing campaigns.

Enable various levels of Privacy for the wishlists.

Taking a note from Amazon, you should include options for making the wishlists Public, Selectively Shared, or Private. You can also enable options to share with access to Edit or View only.

Curious? Check out Order Wishlist Page: 9 Ways to boost conversions (and lessons from Amazon)

3. Use ‘Out of Stock’ pop-ups to collect warm leads

It’s not about what you do when you can — it’s often about what you do when you can’t.

What do you do when you can’t let customers purchase the product they’re looking for?

You collect warm leads. ‘Out of Stock’ alerts can be a bummer but they don’t have to be the end-all-be-all. Instead, use these as a way to collect information about customers that are actively waiting to hear from you.

Take a note from JACK1T.

JACK1T eCommerce example

Pro Tips:

Use these leads with intent.

Avoid spamming them with irrelevant information. Instead, curate content that will either help them find what they are looking for or discover alternatives that you believe would be a good fit.

Give customers room to sign up for pre-sales.

With this, you can offer customers the chance to buy the product even before it’s released to the market. This helps customers ensure they get the product before anyone else while helping you create potential customers on the waitlist.

4. Show the channel-wise & season-wise breakdown of prices

We’ve all heard of the importance of pricing transparency — but there’s more to it than just avoiding hidden costs.

Pricing transparency includes being upfront about how prices work for your brand, how these costs get factored into production, and how sustainable the production methods are.

By offering a full view into how prices differ in various sales seasons or channels, you’re immediately building credibility with the audience.

See how Pulse does it? Pretty classy.

Pulse fashion product page

Pro Tips:

Give a full breakdown of the price.

Include information on the price before & after a sale, price availability in different channels, and even what customers can do to get some more of a discount.

If your prices are higher because of sustainability-driven processes, mention it.

Most customers would appreciate the insight and would even have more respect for your brand as a result of it.

5. Relate product information to real-life scenarios

Numbers are great — but they’re also not commonly used. A certain number of inches does not offer the same insight as a comparison to routine products.

So, get down to the basics. Use language customers would understand and appreciate. Talk in terms of relative distributions.

This will help your brand sound more human while also giving the customers an easier-to-grasp sense of your products.

See how Bellroy does it?

eCommerce example of fashion product page for Belroy

Pro Tips:

Use lingo your customers will understand.

At the end of the day, we’re all trying to make our brands sound more human. Using popular lingo goes a long way. This includes switches like ‘fit’ for outfit, ‘fire’ for awesome, ‘jeans’ vs ‘pants’ for American vs British.

Optimize product information with a relatable, real-time use of the product.

In the example above, Bellroy breaks down the use of its wallets into the currencies it can hold. This helps customers know exactly where they stand without needing much effort from their end.

6. Cross-sell with ‘Shop the Look’ features

The fashion eCommerce world offers a plethora of benefits, but there’s one that truly stands out. The ‘Shop the Look’ feature. This is one of the most organic ways to drive cross-selling.

‘Shop the Look’ is a feature that allows you to cross-sell recommended products that go well with the style profile.

With this feature, you can display all product recommendations simultaneously so shoppers can make a decision in the blink of an eye.

We love how Missguided does this.

Missguided product page 'Shop the Look'

Pro Tips:

Make this as specific as possible. For each product, pick one style and hype it up. 

Instead of creating a whole bunch of options, focus on one style that you think your audience would enjoy. This would create a very specific piece that customers don’t have to think too much about. 

Gamify the experience. Let customers do the picking.

Most people interested in fashion grew up playing styling games. Build on this with your own. Use products available in your catalog and give customers the space to create their own styles, share them with friends, and save them for future use.

7. Highlight what customers love about your products

We all know this. In the fashion eCommerce world, customers set the trends.

So, it makes sense if you bring them to the forefront and let them do the talking. Most customers accept reviews better when they know they’re from verified accounts run by people just like them.

When they see the reasons why a particular product worked well for others, they can determine if it’ll work for them as well.

See how Forever 21 does this? Customers know exactly what works and why they should invest in the product.

Forever 21 customer review eCommerce

Pro Tips:

Focus on recency. Never stop asking for new reviews.

Instead, continually develop a better way to collect (and distribute) reviews. It’s even more efficient if these are unedited, authentic reviews from verified customers.

Let customers rate the helpfulness of a review and highlight the most useful ones.

It’s best to use a dynamic system that periodically updates these highlights as per the recency of the reviews as well as the ones customers find most helpful. 

8. Use videos to create a store-like experience

Videos have become a key aspect of marketing for eCommerce. They are an effective way to attract customers, engage them and also provide valuable information regarding products or services.

Videos are also a great way to humanize your brand and audience. Videos act as a customer's first impression of your brand, so if you do it right it can be a lasting impression as well.

So, it pays off if you take the time to build these videos and place them along your fashion product page.

See this example from Everlane? Having something like this on your product page would be absolutely spot on.

Pro Tips:

Create demo videos that show your personnel explaining the product in real-time.

This is perhaps the most authentic way to create a store-like experience: by bringing someone from the team to explain the product as they would in an actual store. 

Implement User Generated Content as part of your fashion product page features.

Customers love hearing from other customers. Involve them in your content marketing efforts and position them at the center of your fashion product page template.

Keep Reading: eCommerce product videos: 30 brand examples to learn from

9. Involve your customers while creating Looks

As someone running a fashion eCommerce store, we don’t need to tell you how important customer engagement is.

One great way to keep customers engaged is by involving them in creating the Looks we’d discussed earlier.

By involving them in the process, you’re not only getting a rather cool way of User Generated Content but also giving them a platform to show off their styling prowess — exactly like how Nordstrom does in the example below.

Nordstrom customer engagement eCommerce activity

Pro Tips:

Use these like a Pinterest board. Gamify the experience, if you can.

If you do choose to have something like this, it’s best to make it simple and easy to play with. Gamify the experience and encourage your customers to invite their friends.

Have tons of perks available to customers who create Looks.

Sure, this may be fun. But getting an extra discount, a freebie, or a shoutout makes the experience even better. Look into cool ways for you to incentivize this behaviour.

10. Be intentional with your brand messaging

As an eCommerce business, you have a digital platform. Use it to nurture your brand voice. Speak up for the causes you support and build a loyal following that respects you for it.

We all know that Digital doesn't exist in a vacuum. If you build something meaningful, support will come — but people need to see something that catches their eye.

An excellent example is Patagonia, a brand that is almost synonymous with their CSR.

This campaign from Daily Paper is another great example of how you can use your platform to spread your brand message.

Pro Tips:

Do more than talk. Use your platform and support it with actual work.

While it is a great way to boost your brand message and align your business with a cause, it’s far more effective if it’s a cause you actually care about. When you make the effort, you can make meaningful impact including fundraising, awareness, project development. Your audience will see that.

Be inclusive and intentional.

Inclusive Marketing has gained momentum, especially in 2022. Use it to your advantage. Whether it’s support for the LGBTQ+, better initiatives for BIPOC, or niche products for the specially abled, be intentional about being inclusive.

Here’s some inspiration to help you get started: Inclusive Marketing: 22 eCommerce brands that do it right

11. Let customers personalize their product design

There’s a reason why BuildABear and IKEA are special to us: the DIY Factor. Built to drive engagement (notice a repeating pattern?), the DIY Factor gives customers a sense of attachment to the product they’re buying.

Let users design their own products. A growing number of eCommerce stores have been implementing this feature into their product detail page template to involve customers in the process.

Here, they can choose from different patterns or different color combinations, and can even upload custom prints that they’ve discovered or designed themselves.

Take a look at how Converse nails this.

eCommerce personalization example from Converse

Pro Tips:

Implement quizzes to help customers build products for themselves.

The best part about fashion eCommerce: you can be as creative as you can get. Use it to your benefit. Give customers the space to customize their products based on answers to key questions.

Don’t overcomplicate it. Sometimes, a simple pattern works just as well.

You don’t always have to go overboard with creativity. Even a simple engraving or patchwork helps customize the experience. This is especially true for bags, jackets, and denim-based products.

12. Include a hyperlink to your Returns FAQ page

A product page is the first point of contact for your customers as they browse through your site, and what customers see on these pages can really make all the difference in whether they buy from you or not.

Especially in the world of fashion where returns and exchange policies are everything, transparency is important. Ensure the policies are easily available on the product page.

We love how Hugo Boss keeps it simple (and effective) with this nudge.

Hugo Boss example of product pages

Pro Tips:

Have your Returns FAQ page linked to your product page.

Instead of having your customer service agents handle the same queries repeatedly, implement an FAQ page that addresses these. Link it to your fashion eCommerce product page and ensure it’s easily accessible.

Don’t skimp on your Easy Returns program. Instead, work on reducing the need for returns.

There are several things you can do to reduce the need for returns: use verified customer reviews that address potential queries, implement smart pricing to skip buyer’s remorse, have a stellar post-purchase program, etc.

Curious? Check out 9 Proven Ways to "Prevent" eCommerce Returns (+ Smart Handling ideas)

13. Limit product pictures to <4

Information overload is real — and it has no place on your product detail page template.

Most brands try and include every single detail or every single picture. The truth is you really don’t need all that. 

You’d rather implement the right kind of content and the right quantity, instead of overwhelming your readers with too much.

See how Solillas does this? Simple, crisp, and efficient.

Solillas product page example

Pro Tips:

Know how much content you need to use to optimize your fashion product page.

Look into limiting your fashion product descriptions to 2 - 3 lines per section, having 4 pictures (at most) for each product, and using 1 or 2 videos.

Skip the flashy animations and automatic image shuffling.

Let customers browse at their own pace. Opt for static images with zoom features, product sections that they can expand as needed, and videos they can play when they choose to.

14. Use creative copy to build product USPs

The fashion product page template is an excellent way to highlight your brand USPs — and you get extra props if you do it creatively.

Having a strong and eye-catching listing that highlights all the benefits of the product you're selling is a great way to engage potential customers.

This example from Enro’s fashion eCommerce product page is absolutely spot on.

eCommerce example of fashion product page for Enro

Pro Tips:

This is a great area to enable ‘brand speak’ and drive the point home.

Have a particular way of talking? Bring it to your fashion eCommerce product page. Make it as quirky as you possibly can. Including this brand speak will help make product information more memorable.

Look beyond the basics.

We all know that a fashion page should include benefits, features, pricing, and policies. But is there something that can go beyond the basics? Bring it in. Talk about how your kid inspired a particular product, or how a particular customer used a product differently. Make it as personalized as you can.

15. Limit menus & categories to what’s essential

Most brands try to simplify navigation with all sorts of bars and menus, but end up overcomplicating it.

Instead, the trick lies in finding the right balance between usability and aesthetic in the layout of your fashion product page features.

See the menu on the Tabitha Simmons fashion page? Minimal but it works.

eCommerce example of fashion product page for Tabitha Simmons

Pro Tips:

Sometimes, less is more. Ensure each of the tabs on your menu serves a purpose.

You may be compelled to include a tab for every possible occurrence. Instead, it’s better to make these tabs intuitive and ensure they serve the primary purpose.

Group similar product pages together, creating categories built on use cases.

Make the entire experience more streamlined. Similar to the ‘Shop the Look’ functionality we’ve discussed earlier, you can improve navigation by grouping similar product pages together.

16. Add personal details to testimonials

We all understand the importance of social proof — but it’s just as important to make it as effective as possible.

In the world of fashion eCommerce, this means including details like size, gender, build, age, etc.

Why? Because it helps other customers relate to the testimonial better. When they do that, they’re more likely to feel comfortable accepting the review.

Take a note from MeUndies’ fashion product page.

eCommerce example of fashion product page for MeUndies

Pro Tips:

Include all relevant details, but remember to protect their data privacy.

Your customers are trusting you with crucial information. Establish credibility by maintaining privacy protection acts that keep your customers safe while also helping other customers benefit from this information.

Let customers filter through testimonials based on personal details.

This helps customers find testimonials from those like them and hence build exactly what they need to know.

Final Words

When it comes to fashion, first impressions are everything. That's why it's so important to make sure your product pages are optimized to show off your brand in the best light possible.

Make sure your product pages are easy to navigate and that shoppers can easily find the information they're looking for. Ensure the images are high-quality and accurately represent your products. Make sure the copy offers enough insight to address the customers' queries.

By following the tips mentioned in the blog above, you can ensure that your product pages are optimized for maximum impact.

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