Landing page for clothing website: the size gap

In a shop, a shopper holds the garment against themselves. On a landing page the only evidence is a photo, a short description and a size list. A shopper picks the size they usually wear, but the cut runs small or the chart shows centimeters with no clear column to read, so they guess. They either worry about returns and leave, or they tap add to bag and nothing happens. If the delivery fee appears only at the payment step, the shopper has already spent their attention on a dress they may not buy.

• Is the size chart a readable table on a phone, not a picture that needs zooming?
• Does the add to bag button say which size is still missing, instead of doing nothing?
• Are the delivery fee and return window shown above the bag button, not only at checkout?
• Does the first product on the page match the photo the shopper saw in the ad or post?
• Can a shopper swipe the gallery on a phone to see the back and the fabric?

A shopper usually arrives from a post, an ad or a search, on a phone. The first stop is the hero, a new season photo and a shop now button. The second is the product grid, often one long collection with no size filter, so the dress from the post sits somewhere below the fold. The third is the product page, where size, fabric and cut decide whether the shopper keeps going. Each stop asks a question the photo cannot answer.

Watch the handoff from the ad. If the post showed a green linen dress and the first product on the landing page is a black knit, the shopper has to search for the one they came for, and most will not. That is a mismatch, not a fit problem. A simulated visitor shows it on the first screen, because the task names the item and the visitor cannot find it.

Separate the causes by looking, not guessing. Open the page on your own phone in a private window and pick the size you usually wear. Count the taps before you know whether it is in stock. If the button stays silent until a size is chosen, the page hides which choice is missing. If the chart opens as a flat image, the shopper cannot compare their measurements with it. If the delivery cost is unknown until payment, they cannot compare this shop with the next one.

Put the delivery fee, the free delivery threshold and the return window in one line above the bag button. A shopper who has not seen the return window will assume the worst about a dress they cannot try on. Then check that the line is visible without scrolling on a small phone, because a line below the fold does not count as shown.

Send one simulated visitor to the page your ads and posts point to, with this task: Find a linen dress in size M and add it to the bag. The visitor is a shopper on a phone who found the brand in a post and wants one dress for an event this month. Start from the landing page, not the homepage, because that is where paid shoppers arrive. Leave the color out of the task unless the post names one.

The visitor can add to the bag and open the cart. It stops at the payment step, because it cannot pay with a real card. Confirmation emails reach its inbox, but a code sent by text message does not. Use made-up details in every form, and do not type a real customer's address into a test. Then run the same visitor again after each fix, so the report shows which shopper got further.

The first run finds the step. The fix changes it: a readable size table, a button that names the missing size, and delivery costs above the bag. Run the same visitor again to see whether it reaches the bag, and before you send paid traffic to the page, since a new drop can bring back the silent button.