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.
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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
Key KPIs delivered by Taggstar
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’.
“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
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.”
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