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Key KPIs delivered by Taggstar

  • 1.58%

    conversion rate uplift

  • £23,000

    additional revenue

  • 182%

    ROI

The Challenge

Social proof messaging works to engage customers at all stages of the customer journey by helping better guide consumers to purchase. But it can be particularly beneficial at the cart stage where it can help to reduce cart abandonment and prompt hesitant consumers to buy when items are lingering in their basket.

Having previously focused its social proof messaging efforts on the PDP and PLP, New Look wanted to see the impact of social proof on the cart page to ensure that was delivering a better digital customer experience across the full site.

The solution

New Look and Taggstar ran a nine-day optimization test in August 2022. The test compared social proof messages on the PLP and PDP versus social proof messages on PLP, PDP and cart page.

Five message types from Taggstar were tested on New Look’s cart page. These included ‘Purchased X minutes ago’, ‘Selling Fast! X sold recently’ and ‘Don’t Miss Out! X sold recently’.

“The addition of seasonal designs to our social proof messaging continues to resonate strongly with our customers, and results in strong uplifts in conversion rates and sales as a result. We are pleased to see that the strategy also works well on the basket page, helping us to offer a full-funnel, consistent digital experience for our customers wherever they are in the customer journey.”

Rachel Troke, Senior Product Manager

The Results

The nine-day test led to 1,030 incremental orders, a 1.58% conversion rate uplift and £23,000 in additional revenue. This equated to an ROI of 182%.

Following the success of the A/B test, which showed social proof messaging to 50% of customers visiting the website on the cart page, New Look has now rolled this out to 100% of visitors. The company is also continuing to add seasonal designs to its messaging. After first testing season-themed designs during Christmas 2021 the company’s current social proof messaging is Halloween-based with Christmas-themed messaging to go live later this year.

Testimonials

Rachel Troke, Senior Product Manager at New Look, said: “The addition of seasonal designs to our social proof messaging continues to resonate strongly with our customers, and results in strong uplifts in conversion rates and sales as a result. We are pleased to see that the strategy also works well on the basket page, helping us to offer a full-funnel, consistent digital experience for our customers wherever they are in the customer journey.”

Peter Buckley, CRO at Taggstar, said: “New Look shares our philosophy that constant optimization of social proof messaging is what helps to deliver great results. They have not only embraced the concept of seasonal designs on their social proof messaging but also now extended social proof messages to their basket page.”

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