Shopping online may be convenient, but it poses a challenge when it comes to choosing the right size. Since customers cannot physically touch or try on items, eCommerce businesses face a high average return rate of 20 - 30%, with 60% of returns attributed to fitting / quality issues. In other words, these companies lose a significant amount of money due to customers returning their orders. To reduce chances of a return, a size-recommendation chart becomes a must-have.
Nike provides an elaborate sizing chart for all their products, ensuring that their customers receive their desired fit as much as possible. This is an easy to implement tactic that reduces the probability of returns, increases customer trust in their brand, and most importantly increases AOV.