Wehkamp’s success: cutting returns without hurting conversion with Faslet’s Fit Bar

In this case study, we examine how Faslet’s Fit Bar helped Wehkamp, one of the Netherlands’ largest online retailers, reduce return rates while keeping conversion intact. Through a controlled A/B test spanning more than 100,000 sessions per variant, we evaluated the direct impact of showing real fit performance data on the product detail page.

about Wehkamp

Wehkamp is one of the Netherlands’ largest and best-known online retailers, offering an extensive range of fashion for the whole family alongside home and lifestyle products. With millions of visitors each month, the majority shopping on mobile, Wehkamp is committed to delivering a smooth and confident online shopping experience at scale. Helping shoppers find the right fit, first time, is a key part of that ambition.

the challenge

Reducing returns is one of the biggest levers in fashion e-commerce, but it comes with a risk: interventions that make shoppers more cautious can also make them buy less. Wehkamp wanted to answer a fundamental question. Can you reduce sizing-related returns without hurting conversion? The goal was to give shoppers honest, data-driven fit information at the point of decision, and to measure its true commercial impact.

the approach

Together with Wehkamp, we ran a large-scale, controlled A/B test of Faslet’s Fit Bar: a feature that displays real fit performance data directly on the product detail page, drawn from actual orders and returns. Unlike a generic size chart, the Fit Bar shows shoppers how a specific product fits real customers.

Three Fit Bar variants were tested against a control group, with more than 100,000 sessions per variant. All other variables – pricing, product range, promotions – remained constant, isolating the effect of the Fit Bar on shopper behaviour.

One thing worth knowing: the Fit Bar isn’t a static widget. It’s smart. It only appears when Faslet doesn’t already have a personalised size recommendation for that shopper, so the most useful fit guidance is always the one shown on the page.

the results

The results of the test were clear and commercially significant:

  • Reduction in return rates The Fit Bar delivered a 2% reduction in returns, showing that transparent, data-driven fit information helps shoppers make better purchase decisions the first time.
  • Higher profitability per user Profitability per user increased by 2%, as fewer returns translated directly into healthier margins, without sacrificing top-line sales.
  • Conversion protected Conversion remained virtually unchanged, proving that honest fit information builds confidence rather than hesitation. On mobile – where the majority of Wehkamp’s traffic comes from – the impact was even stronger.
facts
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less returns
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higher profitability per user

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