FatFace’s roll out of Taggstar social proof messaging to product list pages drives +5% uplift in conversion

Background

FatFace is a British, family, lifestyle clothing brand that is Made for Life. With a unique heritage, FatFace creates product ranges across women’s, men’s, kid’s, footwear and accessories for the whole family to live life in. Products are designed with purpose and built to last. Considered Style. Trusted Quality. Sustainably sourced.

FatFace is a multichannel retailer with a thriving international digital business as well as over 180 stores in the UK, 20 stores in the US and a highly engaged social community. FatFace is a brand with sustainability at its core with a clear strategy around three key pillars – product, planet, and community. Devoted to style, dedicated to sustainability.

Challenge

FatFace originally introduced social proof messaging in April 2021. In the first phase of the project, FatFace and Taggstar implemented 11 message types running across FatFace’s Product Details Page and Basket Page where it saw a conversion rate uplift of 4.4%.

Since then the retailer has been optimising message types to understand the impact social proof has on its customers. That included the addition of aggregate review messaging in conjunction with its partner BazaarVoice, which saw the messages “Highly Rated! x% of people recommended” and “Top Pick! X people rated 5 stars,” which added a further 1.71% conversion uplift on top of the 4.4% original.

In this latest test Fat Face wanted to see what impact adding social proof messages on the PLP would have on conversion rate and revenue uplift. It added three message types to the PLP including ‘Popular! X views’, ‘X purchased recently’ and ‘Trending now! X sold’. The brand also changed the design of the messaging to incorporate a brighter, more vibrant colour on the PLP.

Result

The PLP test ran from 30 March 2022 for 27 days across Fat Face’s UK and US online stores and resulted in a 5.01% uplift in conversion rate equating to 2,100 incremental orders. This amounted to an ROI of 1597%.

Following the success of the rollout to PLP, FatFace now has a full-funnel implementation of social proof messaging from Taggstar. The new design is also to be rolled out to the PDP following its success on the PLP. New messages will be added to the Wishlist, and further new message types will also be added.

Shweta Desai, Digital Customer Experience Manager at FatFace, said: “We were a little sceptical as to how big an impact social proof messaging might have on our PLP having already seen incredible results from its addition on other pages. However, this test shows that a full-funnel implementation of social proof messaging is most definitely the right strategy for our business. To add a further 5.01% uplift in our conversion rate through the introduction of social proof messaging to the PLP is, quite frankly, astounding.”

Peter Buckley, CRO at Taggstar, said: “FatFace has taken the experimental approach we urge all our customers to adopt and are seeing the results with this latest test showing how powerful social proof messaging is across the full funnel.”