AO’s adoption of social proof messaging delivered a 38.2X ROI during a six week evaluation period with AO now committing to a
12-month contract to continue to enhance its customer experience

"I’d experimented with other social proof products but Taggstar has outshone them all. The technology is not only versatile, but it is also well suited to our needs thanks to the sheer breadth of message types, as well as the combination of messages on offer."

Stephanie Nash

Ecommerce Performance Manager

Continue reading to see key KPIs

Key KPIs delivered by Taggstar

38.2X

return on investment

Customer Background

AO was founded by John Roberts in 2000 after he spotted an opportunity to dramatically improve the way that customers bought white goods. Today its mission is to be ‘the destination for electricals’. The company sells more than 12,000 major and small domestic appliances and consumer electronics products to millions of customers in the UK and Germany, employing over 4,000 staff across the two countries. The goods are delivered via AO’s own in-house logistics business, as well as carefully selected third parties.

As well as the supply of electrical products AO also offers additional services such as installation, collection of old products and recycling, as well as product protection plans and customer finance.

The challenge

Like many businesses AO has been focused on how it can help its customers buy right first time and has an obsession for delivering exceptional customer experiences. It wanted to look at solutions to increase conversion rates by providing the information customers need. With customers first facing the pandemic and now cost of living challenges it has never been more important for customers to make the right decisions when purchasing electrical items for their homes.

The Solution

Taggstar ran a full-funnel evaluation period for AO.com over a 6-week period starting in February 2022 to understand how the company could use social proof messaging to help its customers across the entire customer journey.

AO wanted to use the messaging to subtly help its customers in their buying decisions, with a softer approach to its messaging to help customers, rather than pushing hard with overt sales messages.

AO implemented 11 message types in total as part of the full-funnel implementation. They included “Great minds. Someone else bought x seconds ago’ and ‘Really popular! X sold in the last few days’.

The Results

The evaluation period ran for 6 weeks from 7 February 2022 and delivered a 38.2X ROI

Following the success of the trial, AO has now committed to a 12-month contract with Taggstar and has ambitious plans in the pipeline. 2022 will see aggregated review messaging and machine learning algorithm tests introduced to help push conversion further. The brand is also considering adding social proof in other channels too, where appropriate.

Stephanie Nash, Ecommerce Performance Manager at AO, said: “Having worked in ecommerce for a decade I’m rarely blown away by the technology on offer but with Taggstar, I was. I’d experimented with other social proof products but Taggstar has outshone them all. The technology is not only versatile, but it is also well suited to our needs thanks to the sheer breadth of message types, as well as the combination of messages on offer.”

The Results

“There is truly something for every part of the customer journey with the right message, or combination of messages shown to the customer not only at the right time, but also in the right place. In addition to that is the important capability to be able to customise those messages to the AO.com brand and tone of voice, meaning that our customers truly feel like we are talking directly to them.”

“At AO, we are focused on providing our customers with amazing service which includes investing in brilliant underlying technology and building trusted and true partnerships with our suppliers. Taggstar clearly understands our needs and has our best results at heart and fits with our ethos perfectly,” said Nash.

Peter Buckley, CRO at Taggstar, said: “We are thrilled that social proof messaging has delivered the conversion rate uplift that AO was looking for, but also that the company understands our collaborative approach to working with our customers to get the best results. We never stop in our aim to continually optimise social proof to ensure it delivers the best results possible.”

At AO, we are focused on providing our customers with amazing service which includes investing in brilliant underlying technology and building trusted and true partnerships with our suppliers. "

Ecommerce Performance Manager

Stephanie Nash