Sizing is the quietest revenue problem in eCommerce and almost nobody treats it as one.
Here is what I keep finding. A product page offers four sizes. There are no measurements anywhere. No chest width, no length, no head circumference, no weight for the food products. The buyer has to guess.
On its own that costs you the customers who will not gamble. But it gets worse when it meets the return policy.
One store had no size chart and charged a 25% restocking fee plus return postage. Another had no chart and made every international order final sale. A hat listing gave no size range and no indication whether it was adjustable, on a page that said sizing-related returns were not accepted.
In each case the store had written a policy to protect itself from returns, then removed the only information that would prevent one.
The fix is an afternoon with a tape measure. Chest and length for each size, placed beside the selector, not buried in a tab.
If you sell anything worn, eaten or measured, go and look at your best-selling product page right now. Can a stranger work out what they are getting?
First posted on LinkedIn.