Improve Online Engagement and Conversion with Fit-First Shopping Experiences

Small details can significantly impact customer engagement and sales when designing a successful eyewear eCommerce website. A website that creates a fit-first, style-second shopping experience can improve customer satisfaction, increase conversion, and minimize returns.

A frustrating status quo

Most retail shopping experiences, both online and in-store, are focused on style over fit. In physical stores, customers are presented with options based on style and color. They must go through a lengthy fitting room process to determine if items fit, which can feel like a lot of trial and error. Online, it’s mostly guessing or buying multiple sizes and dealing with returns. 

This customer journey leads to inefficiencies for both the customer and the retailer. The burden is on the customers to hunt through merchandise, 90% of which doesn’t fit or suit their body type. Retailers must retain extensive inventories, resulting in massive store footprints.  

eCommerce adds efficiencies with centralized distribution but often leads to high return rates—usually 30-50%. Based on our data, poor fit contributes to two-thirds of eyewear returns, with reverse logistics costing the industry $100B each year. 

It’s no wonder customers are shifting to smaller, brand-specific stores, personalized shopping experiences, and at-home try-on options. But these carry over many of the same inventory challenges and can result in a frustrating customer experience when items don’t fit. 

Retailers generally don’t have enough information about each customer to know which items will fit, resulting in billions of dollars wasted on procuring and marketing the wrong products to the wrong people. 

Lessen the burden with a fit-first approach

In eyewear, it’s common for both brick-and-mortar and online stores to present customers with a “wall of glasses” when they begin their shopping experience. With an overwhelming number of options and little idea of which items will fit, the “wall of glasses” creates another frustrating trial-and-error shopping experience for customers. 

We believe this can be alleviated if retailers solve for fit early in the customer journey. Just imagine shopping and having everything that doesn’t fit you magically disappear. The vast quantity of items shrinks to a manageable size. You can then add in your style preferences and quickly narrow down the options to only a few select items to try on, either physically or with a virtual try-on tool.  

A fit-first journey creates a more efficient discovery process, making it easy for customers to find what they want and removing friction from the purchase flow. Online, it provides retailers with more data to personalize future marketing to drive retention—also known as winning the coveted second pair.  

Keep reading for tips on designing a fit-first eCommerce shopping experience on any budget.  

Help customers understand their face shape and size 

Not every customer knows what the shape of their face is and what size glasses they need—those who think they do know this information are frequently incorrect. Sizing in millimeters and other industry dimensions doesn’t make sense to most customers and will leave them more confused. Instead, present easily understandable “t-shirt style” sizing alongside millimeter options: small, medium, and large characterizations for frame width, bridge width, and temple length.  

Reduce error with face scanning technology 

To reduce the likelihood of error and increase convenience, you can add face scanning technology that automatically tells customers their glasses sizes. Our online fit tool seamlessly integrates with your site to provide users with an instant facial scan that results in customized sizing recommendations from your eyeglasses product catalog. 

Design top-level filters that align with fit 

Once customers understand the basics of their face shape and size, give them the power to filter and sort your catalog using the same exact fit-based dimensions. However, for your filters to be effective, you will need to take the time to measure and record sizing data for your whole portfolio. Many retailers rely on data provided by manufacturers, which is inconsistent from brand to brand.  

Filters with “t-shirt style” sizing make it easier for customers to find the right fit.  

Ready to learn more about how Luna can help you increase conversion and drive sales?   

Our fit-first discovery products include: 

Schedule a demo today to learn more about how our solutions can help your customers find a great fit—and keep coming back.  


Forward-looking eyewear retailers choose Luna