The most popular custom review questions used by apparel brands

Today, we're looking at the custom questions that apparel brands on Junip use most. We looked at almost 1,000 custom questions and highlighted which are the most popular, as well as shared examples of each below.

For a bit of context: custom questions are a great way to get specific, detailed information as part of the review. Brands can choose to add these in to the review form, on top of the default questions like rating, title, body, and media.

Let's get started!

Fit

• asked as a linear scale question (with labels such as "too big", "too small", and "perfect" or "true to size")
• this is by far the most used question by apparel brands, likely because of how important it is for shoppers to understand what size to purchase
• if a shirt is "too big" that isn't necessarily a bad thing - it means that shoppers can size down when selecting a size and reduce returns, they just need to know this before purchasing.

Comfort

• asked as a linear scale question (with labels such as "very comfortable" and "not comfortable" or "excellent" and "poor")
• ensures that customers always shares about the product's comfort as part of their review, and also makes it very easy for potential buyers to understand this info when reading reviews. This is a great strategy if comfort is an important selling point for this product.

Sized Purchased

• this question actually came up as two different question types: multiple choice and short answer. The appeal of short answer is likely that a customer can add whatever response they want, but I've found that this question works best as a multiple choice with a defined set of sizes to choose from.
• that way, you're making it easier for customers to respond (click an option vs. type one out), you're ensuring responses are consistent, and you're allowing potential buyers on your website to filter by responses to that question (filtering is not an option with short answer questions).
• if your product has variants for each size, then you don't necessarily need to ask this question for it to display what size they purchased because that will be shown by default at the bottom of the review. However, having this as a custom question allows those engaging with reviews on your website to filter by reviews that talk about a specific size (ie. the one they would be purchasing).

Usual Size

• asked as a short answer question
• where the question above wants to know what size of this product the customer purchased & is reviewing, this question is asking what size they normally purchase as a comparison, ie. "I normally buy a M, but for this product, I purchased an L and it fits great."

Height

• asked as a short answer question
• height (and weight, mentioned below) are a little trickier to provide options for. They can still be asked as a multiple choice with ranges provided (like in the screenshot above), but many brands allow customers to input their specific height or weight themselves
• keep in mind that we want to keep short answer questions in your review form to a minimum because they require the most work for someone to answer.

Weight

• asked as a short answer question
• it's helpful to note that the measurement used for something like weight can change in different regions (ie. US vs. EU) so it's worth including that context in your question (or response options) so that people know which is being used.

What's next?

If you're an apparel brand, you may want to consider adding some of these to your review form so that they can do more for you. Keep in mind that I recommend asking four or less custom questions in a review form for a given product, so as to keep it simple for customers to respond to.

If you aren't using Junip yet but want to start using custom questions, you can sign up here.

Already using Junip? You can add them within your admin here (they are available on standard+ plans).