5 Reasons Why your Fashion Ecommerce has a Low Conversion Rate

Are you losing sales? Do you know why is this happening? And more importantly, how can you avoid making these mistakes in your fashion ecommerce?

Let’s find out.

Whatever your reason might be, what is clear is that making few changes in the following fields can prevent you from keep losing sales in your fashion ecommerce.

1. No free shipping or returns.

We know, not everybody can afford selling worldwide like ZARA, but you should definitely start considering offering free shipping and returns.

Why? Simply put, because they are the #1 and #2 reason, respectively, which make your visitors more likely to shop online according to the study conducted by Walker Sands.

To drive sales and boost your conversion, you can start by testing price limits or minimum purchases so you will be able to isolate the impact of this amendment in an affordable way.

2. No social proof

Following the principles established by Robert B. Cialdini’s bestseller Influence: The Psychology of Persuasion, when people are unsure about a course of action, they tend to look to those around them to guide them. In essence, it’s all about trust.

If your website fails to prove that others have trusted your ecommerce in the past, well, then you’re surely losing sales and jeopardizing your conversion rate.

Fixing this issue can be as simple as collecting and displaying customer reviews or including pictures generated by customers in your social media or advertising (we’ll talk about the quality of them pictures later).

Simply amplify the love your customers share for your brand.

3. No abandonment emails

According to the Baymar Institute, the average online shopping cart abandonment rate is 69.57%. This means that over 2/3 of your visitors who reach the cart don’t end up converting. At the very last stage of your funnel.

Despite the myriad of reasons behind this abandoned cart, what is sure is that reminders work. If you are not sending cart abandonment emails yet, start today.

Something as easy as a well-crafted email can spark the emotion that drove the visit to that product in the first place and help your ecommerce recover many of those unfinished purchases.

You can start by putting together a very simple 3-email sequence wit templates sent over the course of 48 hours, just like the one that Fab Capodicasa shares in his Marketo blog.

4. No smooth checkout

Customers paying with their faces will soon generalize as payment method. Furthermore, China is nowadays taking the lead of the trend with a growing number of use cases.

Technology is raising the standards when it comes to ease of use and security. In this context, does it still make sense to ask for ID, telephone, email, password and confirmation email to buy at your store?

Stop making mandatory for your customers to create an account when they want to buy at your fashion ecommerce. Start including guest purchases or checking out the options offered by single signup using major email or social media accounts. Your conversion rate will appreciate it.

5. No quality product images

Pictures have turned crucial for any marketer online. It is estimated that 22% of the product returns were caused because once received, the product looked different from the pictures on the website.

This is important enough on its own, but since we are talking about fashion here, it turns essential. It does not only affect the expectation vs reality phase but your conversion rates too.

When it comes to solving this, it is more about the process than about resources to shoot professional, best-quality pictures for your fashion ecommerce. You can see a great DIY example in this post by Shopify Academy’s lecturer Jeff Delacruz.


While there are many variables affecting directly your conversion rate, following the indications stated in this post will at least put an end (when not improving) to some of the main sources of low conversion in your fashion ecommerce.

What do you think? Are there more important reasons affecting the conversion rate to be listed?

Share your thoughts below!

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