Lifting Alexandra's Conversion Rate by 14%
5 min read
Randomized 50/50 holdout · both groups had a garment-level size chart; only one had Magic Fit's fit finder · lifts significant at p < 0.01. Conversion counts every shopper. Fit help means Magic Fit or the size chart, and buyers using fit help count orders placed after using it. About one in three shoppers who used Magic Fit would otherwise have used no fit help at all.
- Brand
- Alexandra
- Category
- Contemporary womenswear (Australia)
- Platform
- Shopify
- Challenge
- Relaxed, unstructured cuts make size the hardest call on the page: a garment's measurements don't tell a shopper how it'll sit on her
- Timeline
- Holdout: 21 Sep – 14 Oct 2026
Alexandra is a Melbourne-born womenswear label defined by easy-to-wear, boxy silhouettes built for longevity over trend.
But it’s their relaxed shapes that make online sizing difficult. An oversized shirt is meant to sit somewhere between loose and very loose, so a shopper can’t tell from a body chart whether to take her usual size or one down.
To find out if Magic Fit could reliably solve this confusion, we ran a randomized A/B test on Alexandra’s store. Both groups had a garment-level size chart, built by Magic Fit from each garment’s own measurements across every size. Half the shoppers also had Magic Fit’s fit finder, which asks for height, weight, age and bra size and recommends a size in just 2 clicks.
Because the split is random, the fit finder is the only difference between the groups.
The size chart on the left was there for everyone. Magic Fit’s form, on the right, was there for half.
Confidence Drives Purchase
Over 23 days, 2.16% of shoppers in the Magic Fit group placed an order, against 1.89% of shoppers who had the size chart alone. That’s a 14% higher conversion rate, measured across every shopper who reached a product page with Magic Fit on it.
Randomized 50/50 holdout, 21 Sep – 14 Oct 2026. Every shopper who reached a product page with Magic Fit on it.
| Label | Series | Value |
|---|---|---|
| Conversion rate | With Magic Fit | 2.16% |
| Conversion rate | Size chart only | 1.89% |
Nearly all of the extra orders came from shoppers who used fit help.
In the Magic Fit group, 0.75% of shoppers bought after using fit help, against 0.51% in the size-chart group. That’s 47% more. Shoppers who didn’t use any fit help bought at about the same rate in both groups.
More shoppers also looked for help: fit help use rose 20%, from 5.3% of shoppers to 6.4%.
Randomized 50/50 holdout, 21 Sep – 14 Oct 2026.
| Label | Value |
|---|---|
| Used fit help | +20% |
| Conversion rate | +14% |
| Used fit help, then bought | +47% |
That’s what a fit finder adds to a good chart. The chart answers a shopper who’s ready to measure a shirt she already owns. Magic Fit converts those shoppers who either don’t own a measuring tape or don’t want to use one.
A New Group of Shoppers
Magic Fit didn’t just serve the shoppers who’d have opened the size chart anyway. About one in three of the shoppers who used it would otherwise have used no fit help at all.
Shoppers in the Magic Fit group saw Magic Fit beside the size chart link on product pages.
Some shoppers who would have opened the chart used Magic Fit instead, so the two work together rather than compete. The shoppers Magic Fit added are the ones who’d otherwise have guessed their size.
About one in three Magic Fit users wouldn’t have used any fit help without it.
Randomized 50/50 holdout, 21 Sep – 14 Oct 2026. Extra fit help use in the Magic Fit group, as a share of its Magic Fit users.
| Label | Value |
|---|---|
| Reached only by Magic Fit | 33 |
| Would have used the size chart anyway | 67 |
The Point
A style-based size chart with garment measurements broken down by size is about as good as it gets. Yet Magic Fit still lifted conversion by 14% by reaching shoppers that a size chart can’t: those who don’t own or won’t use a tape measure.
We’ll run the same holdout on your store during your trial, so you see your own number, whichever way it goes.
Want a number measured on your own customers? Get in touch — we’ll run the holdout.
Methodology: Results come from a randomized 50/50 session-level holdout on Alexandra’s Shopify store, 21 September – 14 October 2026, with the control group keeping Magic Fit’s garment-level size chart for Alexandra but not the fit finder, and all p-values two-sided.
About the brand: Alexandra is a Melbourne-born womenswear label “for the muse on the move”. Founder Lexi built it for women who lead busy, multifaceted lives and shouldn’t have to choose between comfort and style.
