From scroll-past to add-to-cart: How Hisdern won the fit game
Hisdern sells premium cotton shirts and dresses in the UK. They had solid traffic and good reviews, but their returns were too high and conversions were flat. The listings looked nice but didn’t answer key buyer questions. We reworked everything to focus on fit, clarity, and confidence.
Brand Snapshot.
Industry: Fashion / Clothing, Shoes & Jewelry
Headquarters: Manchester, UK
Catalog: 12 parent ASINs and 63 child variations
Price point: 29 to 62 GBP with mix and match bundle options
Channel mix: Amazon primary with a small direct to consumer site
Story in short: Shoppers landed on the listings but didn’t buy. Images showed mannequins only. There were no real model photos or lifestyle context. Sizing charts were hard to read or missing. A plus content was generic and missed the key concerns shoppers had about fit and material. The product was solid, but the presentation held it back.
What we walked into.
- No real models or lifestyle photos, only flat or mannequin images
- Sizing charts buried or unclear across major listings
- Copy talked about fabric and design but skipped fit and care details
- A plus modules repeated catalog info and lacked personality
- Reviews often mentioned returns due to wrong fit
What success would look like
- Fit and sizing info is front and center on every listing
- Visual guides that remove doubt and improve confidence
- A plus that shows the product on real people and builds trust
- Fewer returns and higher add-to-cart rates
How Maple made it stick.
Spot the gaps
We reviewed the listings, returns data, and heatmaps to identify friction. The biggest issues came from poor visuals and vague language. We flagged key ASINs for rework and set benchmarks for returns and conversions.
Rewrite and reshoot
We rewrote titles and bullets to focus on sizing, fabric feel, and care. Photoshoots were planned to capture real people in real settings. Size charts were turned into image-based guides and added early in the photo carousel.
Test and refine
New assets were tested on high traffic ASINs. We tracked performance weekly and refined copy and creatives based on behavior and results.
Moves we made.
Listings
- New bullets with fit notes, material feel, and washing instructions
- Size guide added as second image for quick visibility
- Titles reordered to show fit, type, and style before anything else
A plus content
- Model photos with size labels and lifestyle context
- Visual comparison tables for dress types and fits
- FAQ blocks focused on common concerns about sizing and care
Photos and creatives
- Models of all sizes and skin tones shot in both indoor and outdoor settings
- Fabric close ups and stitching details added for texture clarity
- Outfits styled for casual, office, and travel use
Analytics and reporting
- Variation-level tracking for conversion, add-to-cart, and returns
- Weekly performance reports sent as Loom videos
- ASIN-level insights logged for future optimization
Impact that matters.
First two weeks
- Add-to-cart rate up 7 percent on listings with updated images
- Four top ASINs dropped below 10 percent return rate for the first time
Weeks three to six
- Conversion rate increased 17 percent
- A plus views up by 1.6 times
- Return rate dropped 12 percent on bundled listings
Weeks seven to twelve
- Conversion rate improved by 29 percent overall
- Returns reduced by 21 percent
- Add-to-cart rate up 17 percent on variations with new sizing visuals
“Our returns dropped and reviews feel more honest now. People actually know what they’re buying. This is the kind of change we needed.”
What we brought to the table.
- Listings and A plus content
- Creative direction and model coordination
- Catalog analysis and reporting
Tools used: Amazon Ads Console, Brand Analytics, Looker Studio
Markets: United States and United Kingdom
From then to now.
Before
- Copy lacked clarity on fit and care
- Flat images caused drop-offs and confusion
- Return rate eating into profits
After
- Listings focused on what buyers care about
- Visuals helped reduce doubt and lift add-to-cart
- Returns down and reviews more positive
Your move
If your listings are holding your product back, let’s fix them. We’ll show you what’s missing, what’s working, and how to move forward with a plan that works. Start with a free audit or book a call today.
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