N Brown – parent of JD Williams, Simply Be and Jacamo – has seen a 12% uplift in new visitor conversion using personalised social messaging.
Working with eCommerce software platforms Monetate and Taggstar, the online retailer has been using the advanced testing, segmentation and geo-location capabilities of Monetate to tailor the real-time Taggstar messages on its brands since 2017.
Taggstar’s social proof software pulls crowd-sourced real-time data about product popularity and other trends derived from N Brown customers’ browsing history. The messages include the number of people viewing an item, product reviews and ratings, top-trending items and product scarcity.
Using Monetate’s segmentation and personalisation tool, N Brown can now change the look and feel of the Taggstar messages, their style, the text and the colour, according to different customer groups. New customers and returning customers, male or female shoppers, and customers buying a one-off item, for example, will see different social proof messages. These optimised messages are proven, through A/B testing, to increase engagement and sales and to reduce basket abandonment.
During a three-month trial, N Brown tracked additional revenue of c.£2 million using Taggstar alone, with Simply Be conversion rates rising by up to 2.7%.
Paul Hackett, UX Testing & Optimisation Manager at N Brown Group explains:“It’s very easy to change the Taggstar experience for our different brands. A simple JavaScript, applied via Monetate, allows us to adapt the look and feel of Taggstar messages to suit our different customer segments. Taggstar helped us to define the best message combinations, and that’s pushed our results to add another 12% to Simply Be new visitor conversion rates.”
Taggstar and N Brown have already received eCommerce award shortlistings in the last year from Drapers, and Retail Systems and was the silver medal winner at the Tech.Awards 2017 by Retail Week for its work with N Brown. Monetate is a Top-Rated Personalisation tool by Internet Retailer and TrustRadius for several years running.
Image: JD Williams
