Customer journey optimisation focuses on improving how shoppers move across every touchpoint – from discovery to purchase – to deliver a seamless, confidence-building experience that drives conversions and long-term value.
By combining data, behavioural insights, and real-time signals such as social proof, brands can optimise the customer journey while maintaining consistency across channels and delivering a more optimal customer experience.
How to Optimise the Customer Journey in Practice
Optimising the customer journey is an ongoing, data-led process rather than a one-time exercise. High-performing eCommerce brands continuously refine how users move through their journeys based on real shopper behaviour.
In practice, effective customer journey optimisation involves:
- Mapping key touchpoints across discovery, comparison, and purchase stages
- Identifying moments where shoppers hesitate or abandon
- Reducing friction caused by uncertainty or lack of validation
- Maintaining consistency across devices and channels
- Iterating based on behavioural data and performance insights
This approach allows brands to optimise the customer journey without overwhelming shoppers or disrupting the natural flow of the experience.
Where Social Proof Supports Customer Experience Optimisation
Social proof plays a critical role in customer experience optimisation by reinforcing trust at key decision-making moments. Rather than acting as a standalone message, it works best when embedded naturally within the customer journey.
Across ecommerce experiences, social proof supports user journey optimisation by:
- Guiding attention during product discovery
- Reducing decision anxiety during comparison
- Reinforcing confidence at conversion moments
- Supporting continuity between browsing and buying
The examples below show how social proof can be applied across key touchpoints to optimise the customer journey without disrupting the experience.
Real-World Examples of Customer Journey Optimisation
At the CommerceNext Growth Show 2024 in New York, Taggstar’s CRO, Pete Buckley, shared practical insights on how leading retailers are using social proof to optimise the customer journey in real-world ecommerce environments.
In a quick-fire session, he explored what social proof is (and what it is not), alongside proven PLP and PDP use cases from brands including Revolve, Fabletics and Living Spaces.
What Social Proof is Not
We often get asked if social proof is like “trending” or best-selling” badging. Sometimes the easiest way to explain what social proof is, is to talk about what it is not.
What Social Proof Is
How social proof helps shoppers make better and more confident purchase decisions by providing an authentic snapshot of the behaviours of other shoppers in real-time.
Product List Page (PLP) Use Case
You can supercharge the PLP by combining aggregated reviews and ratings with social proof messaging.
Product Detail Page (PDP) Use Case
Learn how personalised and quantifiable social proof is used on the PDP to boost conversions.
Placement, Design and Tone
When it comes to social proof messaging, placement, frequency, design, tone and user experience matter, but what matters the most?
Optimising the Customer Journey with Social Proof Messaging
Customer journey optimisation works best when reassurance is delivered at the moments shoppers need it most. By supporting customer experience optimisation with real-time, behaviour-led signals, brands can reduce friction, build trust, and help users move confidently from discovery to purchase.
Social proof messaging allows eCommerce teams to optimise the customer journey without disrupting the experience. When applied across key touchpoints such as PLPs and PDPs, it supports user journey optimisation by reinforcing confidence, improving consistency, and contributing to a more optimal customer experience.
If you’re looking to improve customer journey and CX optimisation across your eCommerce site, Taggstar’s social proof messaging solution helps you deliver timely, relevant reassurance at scale — turning shopper behaviour into conversion-driving insight.
