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The Brand

Simms makes products that serve a higher purpose. Fishing is fishing, but more importantly, gear that performs at the highest level allows all anglers to embrace the overall fishing experience and all the unique nuances that occur before and after the catch.


Despite a highly detailed online fit and size guide, Simms wanted to go beyond size charts and connect fishers to their wader size seamlessly and accurately. Due to the intricate sizing involved with performance fly fishing waders, Simms had to elevate their sizing experience to provide shoppers with an accurate and exceptional fit experience while combatting the high rate of returns associated with online wader purchases.

Proven Results

+396 %
Conversion lift
-42 %
Return Rate Reduction

Upon launch, Simms saw a fantastic adoption rate — 84% of shoppers who clicked "Find My Size" completed the survey — and were more likely to become repeat visitors. The brand's conversion rate jumped 396% due to the enhanced size confidence in online shoppers.

Since implementing Bold Metrics’ Smart Size Chart, the brand has reduced the proportion of returns due to fit by 42%.

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