4 Proven Tactics to Optimize Your Fashion Ecommerce Conversion Rate Today (Part II)


Whether you are an established fashion retailer or a starting Shopify merchant, Conversion Rate is one of the most important metrics which drive the growth of your ecommerce.

This series of articles will analyze the 4 tactics which have helped some of the fastest-growing fashion brands optimize their conversion rate.

Did you miss previous articles? Read Part I of the series.

In this week’s article, we will cover the second of the 4 tactics which will be analyzed in this series: Increase Customer Trust.

Just like we did last, we will also provide you with 5 actionable quick wins to start increasing customer trust today.

Why is Trust Important for your Conversion Rate?

Have you ever wondered how many visitors are not buying from your store simply because they do not trust you or your message?

Up to 22% of internet users say they never shop online, almost half of which don’t do it because of lack of trust, according to CIGI.

Lack of trust is a primary reason for those who don't shop online

Source: CIGI

You can be the most honest person on earth about your brand, the quality of your products and how deeply you care about making your customers happy, but your visitors have to buy it.

And especially when your brand is not well known, it’s not easy.

It is precisely in these cases when creating trust and security among your visitors can become the biggest conversion increase driver for your fashion ecommerce.

How to Measure Customer Trust in Fashion Ecommerce

All in all, there is not a single metric to measure customer trust, yet you can check this extensive list of 8 ecommerce metrics that will help you measure overall experience and trust.

5 Quick Wins to Increase Customer Trust Today

These are the 5 quick wins we bring you this week to help you boost your Conversion Rate by Increasing Customer Trust:

#1 Constantly Visible Contact Information 

This might sound obvious, but your customers will feel safer if they perceive that behind the website they are visiting, there are real human beings who will care about them and address their concerns.

united by blue

Source: Shopify

Always remember to include your physical address in your contact info, it will help you make clear the point that your site is no offshore Ponzi scheme.

#2 Trust Badges

You are probably investing a lot of resources in having the most secure ecommerce, but that is not enough; you have to prove it.

The easiest way to show this is by adding trust badges to your store mainly in two forms: as SSL certificates and accepted payment methods.

SSLs certificates ensure that your website is using the HTTPS (Secure) protocol and you can get them from several providers.

MonetizePros has a list explaining which ones work best.

Source: Stylo Apps

In addition, make sure you always include the logos of the Credit Cards and Payment Processors (such as Paypal or Stripe) your ecommerce accepts. Not only will this inform the customer about the different payment options, but it will also bring in the trust of well-known financial entities.

You can always add more Trust badges. For reference, read the list created by Avada Commerce with the best Trust Badge Apps for Shopify in 2019.

#3 Clear Shipping & Return Policies

Needless to say, your customers will feel more comfortable buying at your store if you offer them to receive and return your clothes at no cost.

This will immediately boost your conversion rate.

The concern here is that you might boost your conversion rate at the simple cost of running out of business.

Not everyone can afford Free Shipping or Free Returns, that’s up to how you crush your numbers.

In any case, being crystal clear about your Shipping and Return Policies will help your customers making the purchase decision.

Always remember to: 

  1. Outline the process and conditions on the product page.
  2. Have a specific page in your ecommerce with detailed information.
  3. Include a link to your Policies on the footer of your store.

#4 Outstanding Product Information

There is no such thing as too much information.

Do not give your customers vague descriptions.

Be specific! Include all the information about that specific product:

  1. Exact Measurements.
  2. Individual Product Features, like Fit or Transformations.
  3. If you have a Model, the Size of the Model is wearing and her/his Measurements.
  4. Composition and Materials (also include info about your Suppliers, if relevant).
  5. Where the Production took place (if relevant).
  6. Product Weight.
  7. Warranty Information.

Source: Bigcommerce

Remember: your customers cannot try on nor touch the clothing they are about to buy!

We know for a fact that, in addition to lack of information, one of the biggest barriers to conversion is that most of us cannot picture easily how those product measurements would fit our body.

The size barrier adds doubt to the decision-making process, impacting negatively on your ecommerce conversion rates.

This is why we started developing size recommendation solutions.

#5 Social Proof

We cited in a previous post Dr Robert Cialdini’s work and the impact that the principles established in his book Influence: The Psychology of Persuasion had in sales and marketing. Social proof is among those principles.

Simply put, social proof states that, when people are unsure about a course of action, they tend to look at those around them for guidance.

Basically, in the face of uncertainty, we look for validation before making a decision.

The easiest way to leverage social proof in your ecommerce is to promote and showcase customer reviews on the product page.

Forever 21's fashion eCommerce site

Source: Yotpo

It might be a bit hard to get customer reviews when you haven’t had a single customer yet

Another way to generate social proof is to showcase user-generated content on your website and social media.

Looking for fresh ideas to generate social proof? Check out these 20 examples of social proof in action.


Trust takes a long time and multiple touchpoints to gain, yet it can be lost in a matter of seconds.

What we’ve learnt is that it is the true key to building long-lasting relationships with anyone who interacts with your brand.

Putting the quick wins we shared with you into practice will impact your Conversion Rate for good.

What have you tried lately to Increase Customer Trust?

Share your experience with us! Write a Comment!

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