Social proof helps SportsShoes customers to make more informed buying decisions and improves conversion rate by 4.5%+

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During the months of the pandemic and working from home, specialist retailer SportsShoes had thousands of new customers visiting its website to buy fitness gear. Dan Cartner, senior marketing and e-commerce manager, wanted to prevent these customers from being overwhelmed by choice, by guiding them to the right products and giving them the confidence to make a purchase. After a proof of concept trial with Taggstar social proof in November, which delivered an uplift in conversion rates of 4.5%+, SportsShoes rolled out the Taggstar solution across its entire website. 

SportsShoes is a leading online retailer for running, gym and hiking footwear, clothing and accessories. Founded by professional footballer Bruce Bannister in 1982, SportsShoes was one of the first retailers to begin trading online and therefore have years of experience in understanding how to meet the needs of online shoppers. Today, it has a carefully curated range of more than 12,000 products and millions of loyal customers in 100 countries, six in 10 of whom shop via smartphone. SportsShoes works hard to deliver industry leading expert advice and support to help its customers choose the right gear  

The company has ambitious plans for growth, aspiring to become a major lifestyle brand and household name. To this end, it is highly focused on new customer acquisition and retention, and growing awareness of the SportsShoes brand. Delivering a great online customer experience is a key part of this strategy. Cartner explains: “We work tirelessly to make our customer experience better and better so people can choose the right shoes and apparel to achieve their fitness goals. Social proof makes it easier for customers to find what they need and buy with confidence.”

In November 2020, SportsShoes asked Taggstar to run a proof of concept for social messaging on its website. Within three weeks, the trial delivered a 4.5%+ uplift in conversion rates and in December SportsShoes signed up for a full funnel implementation across the entire customer journey from Product List Page to Product Details Page and the Basket.

From the proof of concept trial, Taggstar and SportsShoes moved fast, taking only three weeks to implement full funnel social messaging across four international websites as well as the UK, including translating all messages into French, German, Italian and Spanish. Google Tag Manager was used to integrate the Taggstar solution with SportsShoes ecommerce platform, and Taggstar’s customer success team used A/B testing to quickly identify the most effective message formats, working closely with SportsShoes to create the right look and tone of voice for the brand. 

Social messaging had an immediate commercial impact on SportsShoes’ business, with an uplift in conversion rates of 4.5%+ in just three weeks. 

Cartner concludes: “We love working with Taggstar. The team was quick to understand our business and what sort of online experience we want for our customers. The implementation has been smooth and we’re delighted with the results so far. We’re passionate about helping our customers in every way to make good choices and with social proof we can give them extra information and reassurance throughout their shopping journey.”