Succès Story
Based in London, Nobody’s Child’s mission is to bring responsible fashion to every woman, everywhere without costing the Earth. In 2022, more than 90% of its collection was made from responsible fabrics. Primarily, the team have sought to find alternatives to three of the most widely used materials in the fashion industry – viscose, polyester and cotton – sourcing recycled, organic and lower-impact replacements.
As well as selling direct to consumers via its global website, Nobody’s Child also works with a number of retailers including M&S, John Lewis and ASOS. This has been so successful, M&S invested in the business in 2021. It continues to be one of the most popular third-party brands sold on the British heritage retailer’s website today.
Key KPIs delivered by Taggstar
conversion rate uplift
ROI multiple
Nobody’s Child has been working with Taggstar on social proof messaging since December 2022.
Social proof messaging is a useful tactic for the retailer, helping it to manage the resources required for its fast-paced growth. Nobody’s Child is seeking to grow conversion year-on-year by 40% but, as is common with occasionwear, also has a high return rate, especially on dresses, so ensuring that customers make buying decisions that stick is essential to successful sales.
In fashion retail, customers often abandon their baskets due to uncertainty about the final product, or a lack of urgency to complete the order. This can mean they miss out, especially on trend-driven items.
To further boost conversion and better support buying decisions, Nobody’s Child expanded the use of real-time social proof messaging into the abandoned basket pop-up. This helps remind customers of what they have been looking at and reassures them that others like them are actively viewing and buying the same products, which can give them added confidence to buy.
The abandoned pop-up test ran for 31 days, from 26 May to 25 June 2026, to assess whether introducing social proof messaging in the pop-up could drive additional conversions during Nobody’s Child’s core summer trading period. The test ran across both mobile and desktop, with messaging such as ‘Having a moment. In X bags’.
“By offering social proof on the abandoned basket pop-up, we were able to target customers who had abandoned their basket but had continued browsing with us, showing them that customers like them were looking at the same products and purchasing.”
Helena Hastings, Ecommerce Trading Lead
The full-funnel test delivered a 1.35% uplift in conversion rate. The figures equate to an ROI multiple of 11 X.
The success of the most recent test has encouraged Nobody’s Child to test further social proof messaging enhancements. These include adding social proof to the mini-basket and to the wishlist.
Helena Hastings, Ecommerce Trading Lead at Nobody’s Child, said: “Summer is our core trading period so ensuring we can capture the potential of all our customers is crucial at this time. By offering social proof on the abandoned basket pop-up, we were able to target customers who had abandoned their basket but had continued browsing with us, showing them that customers like them were looking at the same products and purchasing.”
Peter Buckley, Chief Revenue Officer at Taggstar, said: “Social proof messaging works well across a number of website pages, from PDP to PLP and Basket, but as Nobody’s Child’s latest test has shown, it also works well on pop-up pages too, helping to further convince customers who might be wavering about a purchase to commit to buy.”
