Roman conquers conversion with 3.89% uplift in 19 days

Roman operates in the highly competitive, accelerated world of fast fashion. To maintain its competitiveness, fast decision-making and speedy, friction-free technology implementation are essential. The retailer wanted to rapidly maximise its online conversion rate and capture incremental revenue without the lag of a prolonged and resource-intensive IT implementation.

Instead, Roman needed an agile solution, such as Taggstar’s social proof messaging, that could be quickly and easily implemented without disrupting its business. This would allow it to surface real-time social proof messages, ignite immediate buyer curiosity and help customers make faster, more confident buying decisions with ease.

In less than three weeks, the test delivered a 3.89% uplift in conversion rate and an incremental revenue uplift of 5.1%, driven by 3.9% of additional orders. The speed of implementation meant that Roman achieved net profitability almost immediately, with results projecting an estimated 2,206% ROI over 12 months based on the initial test.

The conversion rate uplift was strongest on desktop, up 6.7%, generating a +1.8% increase in orders and a +2.1% increase in incremental sales. On mobile, where conversion is already higher, social proof messaging delivered a further 2.82% uplift in conversion, driving a +2.0% increase in orders and a +2.8% boost in revenue.

As well as boosting sales, Roman also saw immediate increases in user engagement, including more time on site and more pages visited by shoppers.

Ian Johnson, Roman’s Head of e-Commerce, said: “At Roman, we build and test fast. Quite how quickly this partnership came together was still a welcome surprise, however. The implementation process was frictionless, allowing us to go live in less than two weeks and serving as an instant masterclass in conversion lift.

“As surprising was how rapidly the test delivered results for us, proving that enterprise-grade personalisation doesn’t need months of development work to be a success.”

Ryan Coleman, Marketing Lead at Roman, said: “Speed is of the essence at Roman, but while the sales and conversion uplifts were incredibly impressive, so too was the added engagement we saw from shoppers. This was further evidence that customers see the value of social proof messaging in supporting their purchase research and decisions.”