Fashion: Ad to Order Journey
Demonstration framework for fashion e-commerce funnel architecture: maintaining message match from ad creative to product detail page, friction-free checkout, and systematic hypothesis testing.
Objective
Elevated acquisition costs driven by misalignment between ad hooks and product page expectations, alongside drop-offs during sizing selection and shipping calculation.
Approach
End-to-end expectation matching: prominent size guides and return policies above the fold, isolated angle testing (fit vs. styling), and elimination of unexpected fees in cart.
Scope of Work
Fashion Funnel Structure
Fit & Styling Promise
Creative focused on a specific wear scenario. Expectation: seamless continuation on the product detail page.
Size Guidance & Return Terms
Clear size charts, honest model dimensions, and transparent return policies visible above the fold.
Transparent Pricing Without Friction
Upfront shipping calculation prior to personal data input, address autofill, and minimal checkout steps.
Comparison of two creative angles (fit vs. styling) under equal spend. Primary metric: Add to Cart Rate without premature scaling conclusions.
Technologies Used
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