AUR OCEÀ Converts 3.5× Better With Magic Fit in Fashion's Least Forgiving Category

AUR OCEÀ is an Aussie swim and resortwear label that describes its approach to swimwear as treating it like shapewear: where fit carries the garment.

That’s exactly what makes it hard to buy online. A bikini top that’s a size out doesn’t forgive, it simply doesn’t work.

Compounding the broader swim category challenges, most shoppers landing on the site have never bought from the brand before. So choosing their size is the moment a first-time shopper decides whether to trust the label or not.

Two Ways to Check a Size

Product pages at AUR OCEÀ offer two kinds of fit help. Shoppers pick freely between them, so the store’s own traffic tells us which one they reach for and how each one ends:

1. Magic Fit asks for height, weight, age and bra size, and returns a recommended size in just 2 clicks.
2. A style-based size chart, built from the same garment measurements, for shoppers who’d rather read the numbers themselves.

Find My Size sits next to the size chart on AUR OCEÀ’s product pages.

Across 12 weeks, 48% of AUR OCEÀ’s orders came from shoppers who opened one or both. We call those size-anxious orders, and 78% of those orders went through Magic Fit.

The biggest group used both, and that’s the combination that converts best: shoppers get a Magic Fit size recommendation, then double-check it against the chart.

Simplicity Lifts Conversion 248%

The comparison that matters is between shoppers who were all looking for fit help on the same products. A session that used Magic Fit ended in an order 16.7% of the time. A session that used only the size chart ended in an order 4.8% of the time, so Magic Fit converted at 3.5× the rate.

The gap holds when you pull the two Magic Fit groups apart.

Magic Fit opens beside the product and asks for four things a shopper already knows.

Revenue per session follows conversion: about A$67 a session with Magic Fit against A$19 with the size chart alone.

Sessions that used Magic Fit on its own converted at 12.7%, more than 2.5× the size-chart-only rate. Sessions that used Magic Fit and then checked the size chart converted at 22.6%, more than 4.5×!

First Orders. And Second Ones.

Magic Fit shows up where AUR OCEÀ needs it most. Over the six months to October, 83% of orders that used Magic Fit were a customer’s first order with the brand, against 73% of orders that didn’t.

What happens next matters more. We followed AUR OCEÀ’s first-time customers for 60 days after their first order. Shoppers whose first order used Magic Fit came back and bought again 16.6% of the time. Shoppers whose first order either guessed their size or used the size chart came back only 10.9% of the time. First-time customers who sized with Magic Fit were 52% more likely to buy again within 60 days (p = 0.014).

In swim and resortwear, where the first piece has to fit before a customer trusts the brand with a second, it’s the number we’d watch most closely.

What These Numbers Are

These are cohort analyses, not a controlled A/B test. Shoppers chose which tool to use, and the ones who chose Magic Fit may differ in ways the data can’t see. We’ve kept the comparison as fair as the store allows: every conversion figure compares shoppers who were all looking for fit help, on the same products, over the same weeks.

The Point

At AUR OCEÀ, nearly four in five size-anxious orders go through Magic Fit. Those shoppers convert at 3.5× the rate of size-chart-only shoppers, and the first-time customers among them are 52% more likely to buy a second time.

If you’d like to know how much of that is caused by Magic Fit on your own store, we can measure it directly via an A/B test where we hide Magic Fit from half your shoppers during your trial and compare the results.

Want to see what size-anxious shoppers do on your store? Get in touch — we’ll run the holdout with you during your trial.