T.M. Lewin
A British shirt and menswear retailer selling clothing online and in stores.
T.M. Lewin redesigned its pages to make its easy returns policy for fit issues clear and visible at purchase. In an A/B test, conversion rose 50% and monthly sales rose 7%. The lesson: find the customer's main purchase worry, here fit, and answer it directly in the design where they decide to buy.
- Fit-returns policy less visible
- Fit worry left unanswered
- Easy fit-returns policy front and center
- Shown where customers decide
Conversion up 50%, monthly sales up 7%
From T.M. Lewin page redesign test
What was said about T.M. Lewin
T.M. Lewin put its easy fit-returns policy front and center. T.M. Lewin redesigned its pages to make its easy returns policy for fit issues clear and visible where customers decide. Conversion rose 50% and monthly sales rose 7%.
Fit is a common worry for clothing buyers, so the test targeted that specific concern rather than returns in general. A clear, transparent policy removes doubt and simplifies the purchase. The 50% conversion gain and 7% monthly sales uplift can serve as a reference point for other retailers with fit concerns.
Version A and version B as T.M. Lewin tested them.
Clear & transparent returns policy: T.M. Lewin's A/B test
Redesigned its pages to make its easy returns policy for fit issues clear and visible. Conversion rose 50% and monthly sales rose 7%.
T.M. Lewin put its easy fit-returns policy front and center. T.M. Lewin redesigned its pages to make its easy returns policy for fit issues clear and visible where customers decide. Conversion rose 50% and monthly sales rose 7%.
Fit is a common worry for clothing buyers, so the test targeted that specific concern rather than returns in general. A clear, transparent policy removes doubt and simplifies the purchase. The 50% conversion gain and 7% monthly sales uplift can serve as a reference point for other retailers with fit concerns.
Version A and version B as T.M. Lewin tested them.
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