As a clothing brand, driving traffic to your Shopify store is only half the battle—getting that traffic to convert is where the real challenge lies. Conversion rate optimisation (CRO) is essential for fashion eCommerce stores to turn casual customers into loyal customers. The conversion rate of your fashion store depends on your customer’s journey from cart to checkout. This guide will walk you through actionable strategies tailored for clothing brands in the UK to increase your conversion rate, ensuring your store stands out in a competitive landscape and boosting sales.
What’s a Good Conversion Rate for Fashion eCommerce?
Worldwide revenue in fashion industry is projected to reach £606.40 billion in 2024. According to industry leaders, on average, fashion eCommerce stores on Shopify see conversion rates between 1.5% to 3%. However, a good conversion rate can vary based on various factors such as the target audience, website design, product offerings, and marketing strategies.
How to Increase Conversion Rates for Fashion eCommerce?
Here are few actionable tips that help you improve conversion rates and thus boost sales for your fashion eCommerce.
1. Simplify the Checkout Process
These days majority of customers wants a smoother and simplified checkout experience. Cart abandonment is a common issue for fashion eCommerce brands. 23% of users will abandon their cart, if they have to create a new user account or have a complicated checkout process. Create a smooth checkout process by removing unnecessary fields, offering guest checkout options and integrating multiple payment gateways like Shop Pay, Apple Pay, PayPal etc.
We helped , Sister & Seekers, simplify their checkout process by integrating multiple payment gateways.
2. Use High-Quality Product Images and Videos
Product images are crucial for conversions, especially when it comes to fashion eCommerce. Buyers can't physically see or try on the products, so the product imagery should be high-resolution images to attract customers. Always ensure product images include zoom features or multiple angles for better visibility.
One of our clients, Duke + Dexter, has a good product imagery that showcase their footwear with high-quality imagery and zoom features thus improving their conversion rate.
3. Utilise Customer Reviews and Social Proof
Fashion is a highly personal and visual industry, so trust is paramount. Displaying authentic customer reviews, especially with images or videos of real customers wearing your clothing, can help potential buyers feel more confident in purchasing decisions. Social proof builds credibility and encourages new customers to purchase and boost conversion rate optimisation.
Alpkit, a long-term retainer client, have an exciting product range and loyal following of active people. To encourage trust and transparency, adding visual reviews featuring user generated images and videos was really important.
4. Make use of scarcity
Scarcity is a powerful psychological trigger that refers to the human tendency to value an item available only in limited quantity over an item that is available in plenty. Applying discount codes, low-stock alerts, creates a sense of urgency, flash sale, countdown timer etc creates a sense of urgency among them. This tactic of driving urgency leads to higher conversions.
For one of our client Sisters & Seekers, we’ve recently implemented successful scarcity messaging for increased FOMO.
5. Simplify Your Navigation
A complex site structure can be very confusing for shoppers. Ensuring a clean navigation helps customers to find what they’re looking for, thus streamline the shopping experience. Shoppers should be able to find what they are looking for with less clicks. Moreover, utilising breadcrumbs allow shoppers to easily backtrack different pages without relying on the back button.
For Che Studios, to increase the conversion rate and for optimised navigation we added breadcrumbs.
6. Streamline Your Returns Policy
One of the biggest barriers to online clothing purchases is the perceived hassle of returns. The easier it is to return an item, the more likely customers are to shop with you again. Offering a simple, free return shipping policy, we can enhance customer satisfaction, build trust and maintain profitability.
At WIRO, we regularly consult with clients on how to make their return policies a conversion-driving one.
7. Optimise for Mobile
A huge amount of fashion shoppers are browsing and buying on mobile devices. No one likes to wait, thus optimising in mobile for quick page load times is crucial for fashion eCommerce success. Implement responsive design and optimise your website’s loading speed for mobile users to provide a seamless shopping experience and boost sales.
For our client Mallet, we prioritised a mobile-first navigation approach and visual elements to ensure users could easily find the perfect style of shoes for them.
Conclusion
At WIRO, we don’t just talk about conversion rate optimisation—we do it. With successful case studies on fashion eCommerce, we’ve shown how a focused approach to CRO can lead to meaningful results.
Interested in learning more? Let’s talk about how we can do CX + Tech Audits and help your Shopify clothing store thrive conversion rate optimisation.
