Histórias de sucesso
JD Williams is a retail platform that delivers inspirational and accessible fashion and lifestyle products curated for women aged 45 – 65.
The brand is part of N Brown Group plc, a top ten UK clothing and footwear digital retailer that also includes brands such as Jacamo and Simply Be.
At N Brown’s JD Williams, a focus on continual optimisation and a rollout across its full sales funnel has shown the value of social proof messaging in boosting conversion and reducing basket abandonment, delivering an additional 2.9% overall uplift in conversion rates.
Key KPIs delivered by Taggstar
Further conversion rate uplift
Abandoned bag rate
JD Williams has previously successfully experimented with real-time social proof messaging from Taggstar, increasing online conversion rates by sharing in real-time what other shoppers were looking at and buying, which led to increased intent to purchase.
They wanted to know if combining such messaging on the product listings page (PLP), product details page (PDP), and basket could increase conversion further by ensuring messages were seen at multiple points in the customer journey.
JD Williams planned a test where it would add social proof messages across the full funnel for a 20-day period in August 2022. As well as understanding its impact on conversion rates JD Williams also wanted to assess how the additional messaging impacted add-to-bag and cart abandonment rates.
JD Williams added new social proof messaging designs with refreshed colors and icons from Taggstar to the bottom left-hand corner of product images on the PLP. On the PDP, social proof messages were displayed below the price, while on the bag page, social proof messages were added above the product edit button and below the chosen options display.
A number of message types were used in the experiment, including Selling Fast, X sold in X time and Trending X sold.
“In this test, we witnessed increased consumer stickiness thanks to Taggstar’s social proof messaging, with mobile users, in particular, more likely to navigate from the PLP to proceed to add to basket and continue to convert rather than abandon their basket.”
The test showed that adding Taggstar social proof messaging to more pages in the shopping journey significantly improved conversion rates with a 2.9% uplift overall across all devices. The results showed that mobile users, in particular, were able to better navigate products on the PLP since products were highlighted and customers were encouraged to progress to the PDP, with a 1.8% uplift in those doing so.
Real-time scarcity messages, which help prompt attention to fast-selling products, also meant that users across all devices were less likely to abandon their basket and more likely to convert. In the test, the overall abandoned bag rate fell by 2.7%.
Although the mobile results were powerful, with a 2% uplift in conversion rate and a 2.4% decrease in abandoned bag rate, the impact of social proof messaging across PLP, PDP and basket was even more powerful for desktop users.
Here, conversion rates increased by 5.1%, with a 4.4% decrease in the abandoned basket rate on desktop. Social proof messaging also prompted a 2.5% increase in the add-to-basket rate for desktop users.
JD Williams has since rolled social proof messaging out to 100% of users and has continued iterative testing to optimize the performance of individual pages. Continual optimization is a vital part of the Taggstar offer, and the brand works closely with its customers to ensure maximum results at all times. The brand has also incorporated different messaging and seasonal treatments.
Michael Kindon, Head of Web Operations for N Brown, said: “Rolling out social proof messaging from Taggstar across PLP, PDP, and the basket page delivered great results for JD Williams, generating a 2.9% uplift in conversion rates. Our focus on continual optimization means that we have continued to push the boundaries of social proof messaging since.”
“In this test, we witnessed increased consumer stickiness thanks to Taggstar’s social proof messaging, with mobile users, in particular, more likely to navigate from the PLP to proceed to add to basket and continue to convert rather than abandon their basket. We also saw strong conversion rate uplifts and reduced abandon basket rates on desktop.”
Peter Buckley, CRO at Taggstar, said: “N Brown is one of our longest-standing customers, having implemented social proof messaging across its brands since 2016, but like all successful brands, it doesn’t sit still with a hunger for continual optimization driving the success of its social proof messaging strategy. In this latest test we once again showed the power of social proof across both desktop and mobile for this critical 40 years-plus female customer base.”
