A new case study, Matalan Taps Social Proof Messaging To Improve The Customer Journey, from independent industry analyst firm Forrester Research has found that UK retailer Matalan is using Taggstar’s social proof messaging within its digital touchpoints to better support customer needs and decision making, with improved sales conversion rates and revenue.
Analyst Michelle Beeson, interviewed Matalan’s director of e-commerce, Paul Hornby to understand how the retailer uses customer insights and customer journey evaluations to identify the pain points to fix and further opportunities to improve its digital customer experience.
From that analysis, it identified a portion of Matalan customers who were less confident about their fashion choices. It found that these customers wanted reassurance on styles and trends and Matalan identified social proof messaging as a tool it could potentially use to address this type of customer pain point.
The case study details how, using an iterative approach, Matalan’s dedicated UX team has implemented Taggstar’s social proof messaging to give customers real-time, crowdsourced messaging about the shopping patterns of other customers to highlight popular and trending items.
Specifically, social proof is seen as an important solution to give customers greater confidence in their buying decisions and to help optimize conversion rates and revenue. It has seen conversion rate uplift of 6.98% and incremental optimization has seen a further incremental rise of 1.44%.
Based on the success of the social proof messaging experiments and the working relationship, Matalan continues to partner with Taggstar. The company is currently looking at other areas in the customer journey where it can test social proof messaging (e.g., email), and extract more value for existing areas.
Retail Times’ readers can read the full case study here.