XAND SWIM

An answer at every point where someone hesitates

XAND sells swimwear out of Thailand and most of its visitors arrive on a phone. With swimwear the hesitation is almost always about sizing, because you cannot try it on. The store was built across several sessions and then shaped, step by step, around exactly that hesitation.

A size chart, a fit slider and the size the model wears, on every product page
A buy button that follows the scroll, so buying is never a scroll back up
A cart that shows how close free shipping is, and what gets you there

Customer: XAND SWIM
Industry: Swimwear
Type: Build and optimization
Platform: Shopify

The problem

Swimwear cannot be tried on

The reason someone does not buy swimwear online is almost always that they cannot tell which size to order. The reason it comes back is that they got it wrong. At XAND that is a step harder again, because half the range carries two sizes instead of one, a size for the top and a size for the bottoms. That is two moments of doubt for one purchase.

The buy button disappeared the moment you read on

On a phone the button sat at roughly 38% of the page height. Anyone who scrolled below it to check the sizing, the shipping or the other colours then had to scroll all the way back up to buy. That is exactly where people drop out, not because they did not want it, but because it was just enough effort not to bother.

The shipping rule rewarded two items, the cart said nothing

Shipping is free from two items. That was stated in the bar at the top, but at the one moment it matters, with a single item in the cart, the cart said nothing about it and suggested nothing either. The customer found out at checkout, once the decision was already made.
What I did

Everything about sizing, on the page itself

The size chart opens in a panel on the product page itself, with bust, waist and hips in both centimetres and inches, how to take each measurement, and advice on when to size up or down. Below it sits a fit slider showing whether this piece runs small, true to size or large, plus the line naming the size the model wears. Three different answers to the same question, because people ask it in different ways.

A buy button that stays put

The moment the real button scrolls out of view, a bar rises from the bottom carrying the item, the price and the same button. It is not a second form: it submits exactly what the on-page button submits, and it mirrors the price and the sold-out state from it. So nothing can ever land in the cart other than what the page shows. When the cart opens, the bar gets out of the way.

Sister colours and suggestions without leaving the page

Above the size picker sit the sister items: the same cut in the other colours from that drop, as small round images. At the bottom sit the recommended products, where each card opens the size picker in place instead of sending you to another page. Anyone browsing never loses their place.

A cart that does the arithmetic for you

The bar at the top of the site says shipping is free from two items. In the cart it appears not as a rule but as a position: one more needed, with a bar half filled. Below it sit two suggestions with their sizes right there, so one tap adds. As soon as the second item lands, the bar flips to unlocked. Whatever you add drops out of the suggestions immediately, so nothing is ever suggested that is already in your cart.

The rest of the objections, folded away

Directly under the buy button sit two lines with an icon: fourteen day returns, and free shipping from two items. Those are exactly the two things someone wants to know at that moment. The longer answers sit in fold-out blocks below: product description, size and fit, care instructions, and shipping and returns. The answer is there, without making the page longer for anyone who does not need it.
The result

XAND now has a store where the sizing question is answered before it gets asked, where the buy button never leaves the screen, and where the cart itself works out how close free shipping is and what gets you there. All of it lives in the store's own code with no paid apps around it, so there is no monthly fee attached and nothing breaks when a vendor changes their pricing or their terms.