Supercharging New Customer Acquisition at Motto

We wanted to find out what would happen if Magic Fit was no longer available to shoppers. Would people just buy anyway using the existing size guide? How much revenue does Magic Fit actually generate?

So, to answer these questions, we hid Magic Fit from half of Motto’s shoppers for 30 days.

This is a randomized controlled trial: the same design used to evaluate medicine. And it allowed us to directly measure the causal effect of Magic Fit.

The Brand

Motto is a contemporary womenswear label selling on Shopify in Australia. Their price points sit high enough that a shopper thinks twice before committing to a size, across a range broad enough that the hesitation shows up right through the catalogue.

The Test

For 30 days, every shopper arriving at Motto was randomly assigned to one of two groups. The treatment group saw the store as normal, with Magic Fit available on product pages. The control group saw the same store with Magic Fit hidden entirely — they still had Motto’s native size chart, just no fit finder.

Assignment was random, locked to the shopper’s session, and stable across return visits. Neither group knew it was in a test.

Because assignment is random, the two groups are identical in every respect but one: whether Magic Fit was there. Any difference between them is therefore caused by Magic Fit, not by which shoppers happened to seek it out. That’s what turns the numbers below into a measure of impact.

The Results

Across the full 30 days:

• +11.4% more new customers. The most valuable effect in the test — Magic Fit disproportionately converts first-time buyers, exactly as you’d expect when the barrier is “I don’t know how this brand fits.”
• +6.6% conversion rate, measured directly against the control group.
• +27.5% more revenue through fit-guided sessions. More of Motto’s revenue now passes through shoppers who got fit guidance before buying.
• +27.7% more shoppers engaged with fit guidance. Control shoppers had the native size chart and used it. Magic Fit shoppers sought fit help far more often.

Converting shoppers who would normally bounce

The interesting part isn’t the conversion number — it’s where the conversion number comes from.

Only about a fifth of the lift comes from Magic Fit converting fit-seeking shoppers better than a size chart does. Forty-three percent comes from Magic Fit getting more shoppers to seek fit guidance at all.

A size chart is a wall of numbers that asks the shopper to measure themselves. Most won’t. Magic Fit asks for height, weight and age, and answers in two clicks. That difference doesn’t just serve the shoppers who would have checked a size chart anyway — it pulls in a much larger group who would otherwise have guessed, or left.

And that group matters, because fit-seeking shoppers at Motto convert at roughly five times the rate of shoppers who don’t engage with any fit guidance. Moving more people into that behaviour is worth more than optimising what happens once they’re there.

The Point

At Motto, over 30 days, Magic Fit brought in 11.4% more new customers and lifted conversion by 6.6% — measured against a control group of shoppers who did not have access to Magic Fit.

More importantly, it’s a decision any merchant can verify for themselves. We can run this same test on any store: half your traffic sees Magic Fit, half doesn’t, and at the end you have your own number — measured on your own customers, in your own catalogue.

Curious what the number looks like for your brand? Get in touch — we’d be glad to run the holdout with you during your trial.