Lacoste is a high-end casual clothing brand, embodying French elegance. Present in 120 countries, Lacoste reports an annual revenue of € 2bn.


Clothing size differs from one product to another depending on the cut (slim, classic, regular) and material (stretch or not). How can you be sure to choose the right size when shopping online?

To convince its most hesitant shoppers and guarantee their satisfaction, Lacoste decided to use A/B testing.


Lacoste saw sales go up 1.47% and returns drop by 22.8% thanks to the winning variation.

Julien Nouet

To transform visitors into customers, we needed to address the size issue. It’s one of the main obstacles in online clothing sales—especially for visitors who aren’t familiar our products yet. In addition to the size guide already present on our product pages, Kameleoon allowed us to easily implement and test a size recommendation widget. It helps visitors choose the right size, reassures them and facilitates their purchase. This experiment resulted in a 1.47% sales increase and cut our number of returns by 22.8%.

Julien Nouet, Global Frontend, UX and E-commerce Manager Europe at Lacoste

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