Playbook · January 2026
Fashion + Apparel: Conversion Lift Playbook
Fit-checks, lookbooks and the size-guide UGC pattern that lifted AOV by 24%.
- 38 pages
- 16 min read
- For: fashion ecom, ecommerce leader, cmo
AOV lift by layout
- Static+30%
- Fit-check+76%
- Lookbook+68%
Playbook · 38pFashion + Apparel: Conversion Lift Playbook
What you’ll learn
- The fit-check carousel layout that lifted AOV +24% across Northwave
- A lookbook flipbook config that doubles pages/session
- When stories beat grid (and the inverse) on PDP
- Klaviyo blocks that pull the latest UGC by category, refreshed per send
Chapter previews
- Chapter 01
Replace the size-guide hero with fit-checks
The single change that drove +24% AOV at Northwave.
- Chapter 02
Lookbook flipbooks
Magazine-style, hotspot-tagged, hosted on the homepage. Doubled pages/session at Studio B.
- Chapter 03
Stories vs grid on PDP
A/B data across 12 fashion brands. Stories win when AOV > $80.
- Chapter 04
Email integration
Klaviyo dynamic-content blocks pulling category-tagged UGC.
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- The fit-check carousel layout that lifted AOV +24% across Northwave
- A lookbook flipbook config that doubles pages/session
- When stories beat grid (and the inverse) on PDP
