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How FatFace lifted conversions using UGC-based social proof messaging

Lifestyle clothing brand FatFace has seen a 1.71% conversion rate uplift in just 10 days after it started highlighting the percentage of people that recommended an item and the number of people that rated an item five stars on their product description pages (PDP).

The move comes as product review site Bazaarvoice and social proof messaging company Taggstar partnered to integrate user-generated content into social proof messaging.

The incorporation of user-generated content, such as ratings and reviews, from Bazaarvoice into Taggstar’s social proof messaging combines two powerful conversion rate optimisation technologies into one user experience. This enables shoppers to easily understand review ratings and social proof data in a single glance, leading to better buying decisions.

“Our customer product reviews provide shoppers with the confidence they need to make a purchase” commented Liam Price, Head of Digital at FatFace. “Reviews reinforce our great customer ratings and product quality, working with Taggstar allows us to bring this important part of the purchase consideration forward in the customer journey.

“This enables shoppers to easily understand not only what is popular, trending, and selling fast in real time, but also combines user-generated content from previous purchasers,” said Marjorie Leonidas, CEO of Taggstar. “This leads to better customer loyalty and satisfaction and lower returns.”

Taggstar leverages the Bazaarvoice API to aggregate authentic review content into a form that can be displayed as a social proof message balloon, along with Taggstar’s real-time messages including audience, order volume, and trending products. This allows shoppers to make confident decisions when shopping online.

“At Bazaarvoice, we are dedicated to supercharging commerce engines for brands and retailers while creating smarter shopping experiences for consumers. The voice of the customer is the power behind user-generated content and its effectiveness in driving purchase decisions,” states Zarina Lam Stanford, CMO, Bazaarvoice. “By partnering with Taggstar, we bring the value of authentic user-generated content like reviews along with Taggstar’s powerful social proof messaging to connect brands and shoppers, converting moments of inspiration into purchase decisions where and when the shoppers are. We look forward to seeing this partnership extend globally.”

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