Steinhoff Retail is a global group with local brands in over 30 countries. It adds value to its customers’ lifestyles by providing everyday products at affordable prices and serving them at their convenience.
In the UK, Bensons for Beds brand is a retailer of sleep solutions with a fast-growing online channel. In 2017 Bensons for Beds became the pioneer of a new group strategy to test how social proof messaging could convert customers and sales.
Key KPIs delivered by Taggstar
Bensons eCommerce teams recognised that online customers were missing out on the type of expert assistance that in-store assistants typically provided.
Historically, Bensons’ customers had visited the store to try out beds and mattresses, with the help of a sales assistant. The company wanted to provide similar expert help and support online. An improved online experience would help customers search products, empower them to make faster more informed buying decisions, reduce churn and ultimately increase sales revenue.
Bensons for Beds began talking to Taggstar in July 2018 about testing how social proof could improve online engagement by highlighting trending and popular products using real-time shopping trends from other customers.
Bensons chose to show messages about which products were popular and trending, along with ‘add to bag’ volumes on both the sites’ product details page (PDP) and basket pages. These included messages like ‘79 others added to their basket today’.
Using templates and message mockups from Taggstar, Bensons developed and launched designs that matched social proof messaging best practice. And, after a simple integration with the website’s Google Tag Manager dataLayer, Taggstar went live on the Bensons for Beds website in October 2018.
“Using Taggstar has given us impressive online results. We set out to improve the experience for our online customers and it’s rewarding to clearly track uplift in our revenue directly to using social proof messaging.”
Paula Riley, Web Trading Manager
After a six month experiment between November 2018 and July 2019, Taggstar’s in-built A/B testing tool recorded significant online conversion uplift and increased revenue that was directly attributed to using social proof messaging:
3.16% conversion rate uplift
Revenue uplift: £120,000
Gross profit uplift: £48,000
1,496% ROI on investment