Macgi
Every fashion store wants more of the people who visit a product page to actually buy. The fastest route is not one secret button. It is a prioritised list: show the product accurately, answer fit questions, build trust, make the mobile page fast, reduce checkout friction, and follow up with the right visitors. Then test changes one at a time.
1. Fix product photos before you change anything else
For fashion, the product image is the product page. If shoppers cannot see fabric, colour, length, seams and fit clearly, they will guess or leave.
Use a complete photo set
A clothing product page usually needs more than one image:
- Front view on a model or mannequin
- Back view
- Side view
- Close-up of fabric, stitching, buttons or zip
- Flat lay or ghost mannequin shot for shape and length
- A short video or 360-degree view if you already have it
If you shoot flat lays yourself, a ghost mannequin effect can keep the shape clear. See Ghost Mannequin Photography: How to Shoot and Edit Apparel.
Add colour swatches when a product has variants
If a dress comes in navy, black and cream, don’t make shoppers open each colour from a text dropdown. Add colour swatches next to the product image or options. Read How to use color swatches on product pages to boost sales.
Write useful alt text
Good alt text: “Navy linen midi dress, front view on a model wearing size S.” Bad alt text: “IMG_2381.” Write alt text that describes the garment and the view.
Platform steps:
- Shopify: In the product admin, add images in the product media section. Enable image zoom and thumbnails in the theme editor.
- WooCommerce: Set the product image and product gallery in the product data panel. Use a swatches plugin or theme option for colour variants.
- Haravan/Sapo: The product editor usually has a media/gallery section. Add the same image set and alt text.
Common mistake: using a heavily filtered Instagram-style photo as the main image. Filters often change fabric colour and texture.
2. Make size and fit easy to understand
After photos, fit is the biggest reason a fashion shopper hesitates. The goal is not to say “true to size” and hope. It is to give enough information to choose the right size on the first order.
Add a per-product size chart, not just a generic one
A generic S–M–L chart can be misleading because sizing differs between suppliers and styles. For each product, list the actual flat garment measurements: chest width, waist, hip, length, shoulder width and sleeve length.
Place the chart in the product description, an accordion block, or a product tab. On Shopify, use a collapsible row or product tab. On WooCommerce, use a custom product tab or size chart plugin. On Haravan and Sapo, you can often add a link or HTML block in the product description.
Include model details and fit notes
Good fit note: “Model is 168 cm and wears size S. This style is cut slim through the waist. If you are between sizes, choose the larger size.”
Weak fit note: “Runs small.”
The first one tells the shopper how the garment was worn. The second is vague. For more ways to guide sizing, read How to Help Customers Choose the Right Size Online for Boutiques.
Add a short measuring note
Tell shoppers to measure a similar garment they already wear well, not just their body. For example: “Lay a similar dress flat and measure the chest from armpit to armpit. Compare that number with the chart above.”
Common mistakes:
- Writing “slim fit” without measurements
- Using a body-size chart when the photo shows a loose fit
- Hiding the size chart in a footer link instead of next to the size options
Photo: Ron Lach / Pexels
3. Build trust around the buy button
Shoppers will not buy if they do not trust the store with their money. Trust signals should be close to the product page, not only in the footer.
Show reviews with photos and the buyer’s size
A review that says “nice dress” is less useful than one that says: “I am 160 cm, 55 kg, usually wear M, and the M fits well in the chest but is a little long.” Encourage photos and usual size.
Platform steps:
- Shopify: Use a product review app and display reviews on the product page.
- WooCommerce: Enable product reviews in WooCommerce settings and use a review plugin for photo reviews.
- Haravan/Sapo: Many themes have a review section or apps; if not, collect reviews manually and display them in the product description.
Make the return and exchange policy visible
Add a short note near the size options or Add to cart button. Good example: “Free 14-day returns for unworn items with tags. If the size is wrong, contact us within 7 days for an exchange.”
Weak: “All sales final.”
Before setting a return policy, check the current consumer-protection rules in your market, because they change and differ by country.
Show payment and contact information
Display payment badges for the methods you accept: Visa, Mastercard, PayPal, Apple Pay, Google Pay, or cash on delivery if you use it. Add a visible contact email, phone number, or chat button. If you run a small Vietnamese store on Haravan or Sapo, cash on delivery is common; show the expected delivery time and any cash-collection conditions clearly.
Common mistakes:
- Showing a return policy only in the footer
- Using payment logos for methods you do not actually accept
- Displaying reviews in a popup that blocks the product photo
4. Improve mobile speed and layout
Most fashion store traffic is now mobile. A slow or cluttered mobile product page hurts conversion more than a desktop theme issue.
Compress and size product images
Avoid uploading multi-megabyte RAW-style files. Use JPEG or WebP for photos, and keep PNG for badges or logos that need transparency. Many Shopify and WooCommerce themes automatically create smaller sizes, but you still need to start with a reasonably sized image.
Remove heavy sliders and popups
A full-screen hero slider with five rotating banners can feel slow and distracting on a product page. On mobile, the product page should usually start with the product image, title, price, size options and Add to cart. Move promotional banners and testimonials lower.
Check the mobile order of elements
Open your product page on a mid-range phone with mobile data. Ask:
- Can I see the product image without scrolling?
- Can I tap the size options easily with one hand?
- Is the Add to cart button visible and large enough?
- Does the page start with a big logo and announcement bar that pushes the product below the fold?
On Shopify, remove or resize sections in the theme editor. On WooCommerce, check the theme settings and product template. On Haravan and Sapo, many themes have a settings panel where you can reorder product page blocks.
Photo: MART PRODUCTION / Pexels
5. Reduce checkout friction
Once a shopper has added to cart, the goal is to let them finish without surprises. Account requirements, too many fields, hidden shipping costs, and missing payment methods are common blockers.
Allow guest checkout
Do not force a shopper to create an account before buying.
- Shopify: In Settings > Checkout, set customer accounts to optional or disabled and check that guest checkout is allowed.
- WooCommerce: In WooCommerce > Settings > Accounts & Privacy, allow guest checkout where possible.
- Haravan/Sapo: Look for the checkout or order settings in the store admin. If guest checkout is restricted, test the flow and see if a theme or app can simplify it.
Keep the checkout form short
Only ask for the information you need to deliver the order: name, phone, email, address, city or district, and payment method. Do not require a company name, secondary address, or “how did you hear about us?” field.
Show shipping cost and delivery time early
If the shopper only sees shipping at the final step, some will abandon. Add shipping estimates or a shipping calculator on the product page or cart. If you charge for shipping, explain “free shipping over X” only if you can honour it without confusion. For cash-on-delivery orders on Haravan and Sapo, mention the payment amount the shopper should prepare and the delivery window.
Offer expected payment methods
International stores may need cards and PayPal. Vietnamese stores on Haravan and Sapo often need cash on delivery, local bank transfer, and possibly e-wallets. Check current platform fees and payment gateway rules from the official source before you switch.
Common mistakes:
- Requiring shoppers to log in to apply a coupon code
- Showing one price on the product page and a higher price at checkout without explanation
- Asking for a company name when most customers are individuals
6. Retarget without being annoying
Not every visitor will buy on the first visit. Retargeting helps you reappear in front of people who already showed interest, but only if you segment and keep the message relevant.
Use email and SMS recovery for abandoned carts
Set up an abandoned cart email or SMS sequence. A simple structure:
- An hour later: “Your cart is waiting.”
- The next day: “Here are size and returns details.”
- A few days later: “Free shipping ends tonight.”
Only message people who agreed to receive marketing. Check current email and SMS consent rules in your market.
Segment paid retargeting by product or behaviour
On Facebook, TikTok, or Zalo, set up product retargeting for people who viewed a specific product or added to cart. Show the same dress or a related top, not a generic homepage ad. If your platform supports dynamic product ads, use them.
Don’t show the same ad to everyone
A person who abandoned a cart should see a different message from someone who only viewed a blog post. Create separate audiences for product viewers, add-to-cart visitors, past buyers, and email subscribers.
Common mistakes:
- Following every visitor with the same generic “Shop now” ad
- Sending too many emails before the customer receives their first order
- Retargeting a tiny audience at high frequency
7. Test changes one at a time
A change can feel good and still not improve conversion. The only way to know is to compare before and after.
Choose the metric that matters
For fashion stores, the main conversion metric is usually purchases divided by sessions. For example, if a product page has 1,000 sessions in a month and 20 orders, the conversion rate is 2%. You can also track:
- Add-to-cart rate
- Checkout completion rate
- Average order value
- Returns per order as a quality check
Do not judge a change only by total sales, because traffic or seasonality can move at the same time.
Run a clean before/after or A/B test
If you have enough traffic, use an A/B testing tool and split visitors between the old and new version. If not, use a simple before/after method:
- Record the baseline for at least one full week, including weekdays and weekend days.
- Make one change.
- Run for another full week or two at a similar traffic level.
- Compare conversion rate, not only the number of orders.
- Avoid testing during a sale, holiday, or restock.
For example, if the baseline week had 1,200 sessions and 18 orders, and the test week had 1,250 sessions and 24 orders, conversion rose from 1.5% to 1.92%. But you should still wait for enough sessions before deciding.
Common testing mistakes
- Changing five things at once: new photos, new button colour, new shipping message
- Ending the test after one day because the first few orders look good
- Measuring clicks but not completed purchases
- Not excluding yourself and your team from analytics
A virtual try-on button on product pages lets shoppers judge the look before buying without relying only on static photos and size charts. Macgi makes an AI virtual try-on widget for online clothing stores. It installs with a script tag plus a button attribute on the product page, works on Shopify, WooCommerce, Haravan, Sapo or a custom site, and uses your existing product photos. The shopper takes or uploads one full-body photo and sees themselves wearing the product in about 15–40 seconds. The beta is free for 1,000 try-ons. You can sign up at Macgi’s free beta sign-up or see how it works for stores.
FAQ
What conversion rate should a fashion store aim for?
There is no universal number. A better starting point is your own baseline. Divide completed orders by sessions for a chosen period, then track that number before and after each change.
Should I fix product pages or checkout first?
If checkout is clearly broken—guest checkout is disabled, shipping is hidden, or payment fails—fix that first. If checkout works, product pages are usually the higher-leverage area because more visitors spend time there and fit hesitation is common in fashion.
How long should I test a change?
For a small store, run at least one full week before and one full week after, covering the same days of the week. Avoid test periods that include major holidays or sales. If you use a formal A/B test, do not stop before you have enough sessions for the result to be meaningful to you.
How do I know if a photo or size chart change helped?
Look at conversion rate, add-to-cart rate, and returns per order. If conversion improves but returns also rise, the change may be selling the wrong fit. If conversion stays the same but add-to-cart rises, the checkout may have a friction issue.
