Very.co.uk is part of The Very Group, the UK’s largest integrated online retailer and financial services provider, boasting more than 100 years of history and including the Littlewoods brand. The group sells a range of 1,900 brands, complemented by flexible payment methods that make products accessible to more people. It has more than 4.5 million active customers. Although Littlewoods has the longest history, having started life as a home shopping retailer in 1932, it’s Very.co.uk which is now the group’s largest and fastest-growing retail brand. Very.co.uk was first launched in 2009 to focus on the online shopping generation. Famous for its combination of big-name brands and on-trend fashion the site has also seen strong growth in other key categories including electricals and homewares.
The Very Group embraces Taggstar’s expertise and best practice to drive incremental conversion rate uplift of 1.17%, while a redesign delivered a further 2.51% uplift
Key KPIs delivered by Taggstar
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1.17%
conversion rate uplift from expansion of messaging
The Challenge
In the latest development in a long-standing and successful relationship between The Very Group and Taggstar, the retailer wanted to extend its social proof messaging and test a new design on Very.co.uk. Kathryn Jones, Lead Product Manager at The Very Group said, “both initiatives proved a success, with a 1.17% increase in conversion rates for the attribute messaging and a 2.51% uplift for the redesign”. The next stage of Very.co.uk’s and Taggstar’s continued push for innovation will see further design iterations tested.
The Solution
Optimising the experience was the key aim, testing the company’s previous Taggstar implementation against the expanded messaging, as well as the revised design.
The first test saw the company expand its message types across a range of pages. Its PLP messaging tripled from 1 to 3 messages, PDP messages increased from 7 to 11 and basket messaging increased from 2 to 3 messages.
The retailer also introduced Taggstar’s personalisation messaging, telling the customer how many customers have bought an item they had previously looked at since they last visited the site.
Taggstar and Very.co.uk are planning several redesigns but in this first overhaul copy was revised, a new colour palette was introduced, and new icons were designed to better catch the customer’s eye.
“The Very Group’s mission is to help customers shop the brands they love – but social proof helps make that process even easier, by guiding customers to products they love too.”
Kathryn Jones, Lead Product Manager
The Results
The expansion of messaging delivered a 1.17% increase in conversion rate uplift in 19 days. In the redesign test Very.co.uk saw a 2.51% conversion rate uplift over 18 days.
Kathryn Jones concludes: “We already had an established, successful relationship with Taggstar, and the benefit of social proof was clearly evident within our business.
We have a clear strategic roadmap in place with Taggstar spanning the next 2 years, which includes further optimizations of the existing solution and some new innovations designed to impact our key strategic objectives for 2021 including increasing customer sign ups.
The expansion of messaging, as well as the redesign of messages, delivered impressive conversion and revenue uplifts on already successful figures. We look forward to seeing the impact of the other design changes that Taggstar is helping us to implement, ensuring Very.co.uk continues to deliver the best experience for its customers.”
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