Everything else on a clothing store exists to get somebody to a product page. That page is where the sale happens or does not, and most of the difference is structure and copy rather than design flourish.
The order things should appear in
On a phone, the top of the page has to carry the main image, the name, the price, the size selector and the button. If a visitor has to scroll to find out whether their size exists, a share of them will not. Everything else, the detail, the fabric, the reviews, the styling shots, belongs below that in descending order of how often it is asked about.
Copy that answers the real doubt
Product copy usually reads like a mood board when it should be answering a question. The doubts that stop a purchase are practical: how it fits, what it is made of, whether it will hold its shape, what it looks like on somebody with a similar build, and how easy it is to send back. Answer those in plain words and the description does its job. We covered the fit and returns groundwork in fashion ecommerce: what your store needs.
Proof from other customers
A review that says the reviewer usually takes a medium and this fitted true to size is worth more than a paragraph of your own copy. Reviews that mention fit, height and build do more for conversion, and for returns, than almost anything else you can put on the page.
The small things that cost sales
- Images that are slow, so the page is blank at the moment of interest.
- A size guide that opens in a way that loses the visitor place on the page.
- Delivery cost only revealed at the final step of checkout.
- No indication of stock, so nobody knows whether to hesitate.
- A basket that forgets what was in it when someone comes back later.
The short version. Put the five decision elements at the top, write copy that answers practical doubts rather than setting a mood, let other customers talk about fit, and remove the friction around delivery and sizing.
More on the sector on our page for fashion, and how we approach conversion.
