Footwear retailer Dune London originally launched as a small concession store on London’s Oxford Street in 1992. Founded by Daniel Rubin, the aim was to create an affordable luxury footwear and accessories brand. The first standalone Dune London store opened a year later on London’s iconic King’s Road. Its website initially launched in 2005 but was relaunched in 2020 with a focus on mobile commerce and editorial. Today, the London-born brand has expanded to more than 350 store locations worldwide.
Dune London steps up social proof messaging and sees 6.9% conversion rate uplift
Key KPIs delivered by Taggstar
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834
sales order uplift
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£51,594
revenue uplift
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1916%
ROI
The Challenge
Dune London already used basic social proof messaging on the PDP of its website. However, its success had been limited, and it wanted a more comprehensive solution from a specialist vendor to allow it to do more. “We didn’t have the capability or the capacity to do social proof messaging across the full funnel, send multiple messages, or do it in an optimized way,” says Anisha Parmar, Digital Experience Lead at Dune London. “We were restricted as to how many messages we could surface, what messages we could surface and where we could surface them, which, for social proof, was not ideal.”
The Solution
Having been introduced to Taggstar’s comprehensive social proof solution, Dune London ran a 23-day full-funnel test of its social proof messaging offering across its PDP, PLP and basket in July 2025. 13 core messages were used during the evaluation period. These included ‘X added to bag since your last visit X hrs ago’ and ‘Selling Fast! ‘Last sold 1 minute ago’.
“Taggstar’s conversion messaging has generated great results for our company, but what was also important was how easy and how fast the technology was to onboard, with less than three weeks from our first discussions to the project going live.”
The Results
The test delivered a 6.91% conversion rate uplift, generating 834 additional orders and additional revenue of £51,594.
Parmar says the results outperformed expectations. “We knew it was obviously going to increase AOV conversion, but we didn’t expect it to be so high. That was a great plus for us.”
She says that the integration was also easier than expected. “Working with Taggstar was easy. We were really impressed. Everything was up and running quickly. The tech teams were also amazing. They were fast and efficient in the implementation and were helping us on the tech side and the back end if there were any issues in terms of testing or anything else we needed help with.”
The Future
Dune London plans to build on the initial success of the social proof messaging trial before considering an international rollout of social proof messaging. Initially, this will involve a more in-depth analysis of what messages Dune London customers respond best to. “The main goal for us is to test the messaging to understand which of the multiple messages we tested work best for our customers,” says Parmar. “We want to dive in deeper and look into what works and what doesn’t work so well and what we can push in terms of coverage,” she says.
Dune London will also look to enhance the design of its messaging to align with the footwear brand and hopes to roll out the technology to other international markets in the future. “We are considering rolling it out to Germany and France, but will look at how we can optimize it in the UK before we expand it to other countries,” says Parmar.
Testimonials
She says the company has enjoyed working together with Taggstar to offer the extended social proof messaging capability it was looking for. “It’s been a positive experience. We’re very happy with the social proof messaging offer and are looking forward to working with Taggstar further.”
Marjorie Leonidas, CEO at Taggstar, says: “We often get customers approaching us who may have previously dabbled in social proof messaging but who want a more extensive offering. As the market leader in social proof messaging for over a decade, we’re delighted to offer them a more comprehensive solution and are pleased that it delivered such impressive results for Dune London.”
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