N Brown grows online sales by £2m with Social Proof Messaging
Leading digital fashion retailer N Brown Group
, has generated additional revenues of around £2million in just a few months by adding social proof messaging.
Social proof messaging is messaging that uses the behaviour of other shoppers/the crowd to tell shoppers what others have bought, what's trending, what other people are looking at or what's running low.
Driven by tech from e-commerce conversion optimisation specialists Taggstar
, messaging was added to the group’s Power Brands Simply Be
, JD Williams
in mid-2016. For example, if you go onto a SimplyBe product, you'll see messages pop up which say '58 people have bought this in the last week' or '26 people looking at this right now', 'Only 10 left'.
The test showed impressive revenue uplift across the three sites that was directly linked to the customers who saw the Taggstar messages, leading the retailer to sign an ongoing contract.
N Brown began using Taggstar across the brands in mid-2016, testing the social proof messaging software over a 90-day period, and showing more than 12 million unique messages. Customers saw information about how many other people were looking at a product at a particular moment, or what other shoppers had bought. The messages increased customer confidence by providing transparent information about product popularity, and encouraged browsers to move down the purchase funnel.
N Brown Group conversion rate optimisation manager, Finn Christo says: “We were interested in what motivates us to buy as shoppers, and specifically the FOMO factor [Fear of missing out – in case you were missing out on that one, Ed]. We saw how effective the Taggstar social proof messages were, and started using them across our entire product catalogue.”
Results from using the messaging were excellent. Sales attributed to the Taggstar messages added additional revenue of c.£2 million across the three sites, with Simply Be alone increasing its conversion rate by up to 2.7%.
N Brown and Taggstar continue to work together and have now signed a new contract to increase use of the messages and to test different combinations. The Group Optimisation team says that it will begin to deliver its social proof message roadmap immediately.
N Brown Group has adapted to drive improved online sales. Its online power brands Simply Be, JD Williams and Jacamo have an aggregated 1.8m active customers every year. It also uses Taggstar partners BizarreVoice and Monetate and is excited to try the two solutions together.
Taggstar’s CEO Marjorie Leonidas adds: “Our social proof messages give consumers the confidence to make more informed decisions when shopping online. We turn huge amounts of e-commerce trends into useful, actionable information to improve customer engagement and increase sales.”
With overwhelming online choice, Taggstar captures recommendations, ratings and real sales trends from others to guide customers down the purchase funnel. It’s statistically-proven to increase sales conversions of popular selling items and thousands of long-tail products.