Category

Online optimization

N Brown Group & Taggstar Shortlisted for Tech.Awards 2017 Powered by Retail Week

By | Business, E-commerce, Fashion, Fit; Online Shopping, Online optimisation, Online optimization, Retail, Retail; E-Commerce, Social proof

N Brown Group and Taggstar have been shortlisted for Online CX Initiative of the Year in the Tech.Awards 2017 powered by Retail Week.  We’re over the moon!

We’ve been working together since the middle of 2016, and added our social proof messaging to the N Brown Group flagship websites SimplyBe, JD Williams and Jacamo.  You can click through to the product pages to take a look at our real-time messages in action.

N Brown Group conversion rate optimisation manager, Finn Christo said that they wanted to add the messages because “We were interested in what motivates us to buy as shoppers, and specifically the FOMO (fear of missing out) factor.  We saw how effective the Taggstar social proof messages were, and started using them across our entire product catalogue.”

It was the first time N Brown had used real-time urgency messages as part of its online customer journey, and the messages told online customers how many other shoppers were looking at each product at a particular moment, and what they had bought.
All three sites showed impressive conversion rate uplift.  And N Brown was able to specifically track an extra £2m+ of additional revenues in just a few months.  You can read the full press release about our software-in-action here.
Taggstar JD Williams social proof

Taggstar JD Williams social proof

COMMENT: Amazon Charts Launches – Social Proof for Our Social Proof

By | Business, E-commerce, Online optimisation, Online optimization, Retail, Retail; E-Commerce, Social proof

Last week, online retail colossus Amazon announced a new feature in its book sales called Amazon Charts. In case you missed it, this chart has been billed as a ‘new’ bestseller list, giving users a top 20 list of the ‘most read’ books on Amazon. The data combines both how much these titles are read on Kindle and listened to via Audible.

Amazon Kindle: Data included in social proof chart

Moreover Amazon will now also publish a ‘most sold’ top 20 list, including books sold, pre-ordered and borrowed each week on Amazon.com, Audible and Amazon Books. As time passes we’ll also see other selective stats and data about their sales.

Avid Amazon shoppers will ask what’s changed? Amazon has long-published lists, but this announcement shows a richer reliance on the data that it’s continually collecting as sales are made, and replaying that to add value to the online sales experience. What’s key is that the data wholly-belongs to Amazon by way of the opinions and behaviors of its millions of customers. From a branding point of view, Amazon is reinforcing its position as the leading online book retailer each time these stats are used – and undoubtedly replayed in the media and other sources.

Amazon sells millions of books each day, so as a game of numbers alone, it’s already viewed as a credible source. But what excites us about this announcement is that these charts are using social data first and foremost. Amazon is promoting information about what others are reading as way to encourage more sales. This works by using the wisdom of crowds to influence the behavior of new or returning customers.

Add to this that most of us have shopped on Amazon in the last few months, and probably know other people that have also used the site, so by mining and replaying the preferences of previous customers back to new visitors, we’re being giving recommendations by ‘people like us,’ making us feel more comfortable about the buying decisions we might then make. Amazon is adding value on-site, and therefore also reducing the likelihood that book buyers will go elsewhere.

According to the TechCrunch report, the data points presented will be selective.  This makes sense. We expect that Amazon will use the latest data to support seasonal or other marketing campaigns, but it will also be interesting to see what site’s algorithms show us according to the behavior of real-time customers.

It’s great to see more retailers show a deeper reliance on socially-sourced factual data.  At Taggstar, we work with the principle that the opinion of the crowd is always stronger than an individual, and are rolling out new ways of applying real-time social proof data to some of the web’s largest brands.

We already have a ‘top sellers’ feature available to Taggstar customers, which collects and presents data in the form of real-time messages sourced from the crowd, without the bias of the retailer.  We know from our testing that this is statistically-proven to improve sales.

You can read a recent example how we’re helping retailers and their customers to make better buying decisions using crowd-sourced trends here, as Finn Christo, online optimisation lead at N Brown explains.

We’ll be keeping a close eye on how Amazon develops its social charts.

Want to try Taggstar’s social proof messages yourself?  Drop us a line here.

Taggstar JD Williams social proof

N Brown Grows Online Sales by £2m with Taggstar’s Social Proof Messaging

By | Business, E-commerce, Fashion, Fit; Online Shopping, Online optimisation, Online optimization, Retail, Retail; E-Commerce, Social proof

Retailer Signs Contract After Trial Shows Significant Sales Uplift

23 May 2017 – Leading digital fashion retailer N Brown Group, has generated additional revenues of c.£2m in just a few months by adding social proof messaging from e-commerce conversion optimisation specialists, Taggstar.  Messaging was added to the group’s Power Brands Simply Be, JD Williams and Jacamo in mid-2016. 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.

Taggstar social proof

Taggstar social proof messaging at SimplyBe

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 said: “We were interested in what motivates us to buy as shoppers, and specifically the FOMO factor.  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 social proof Jacamo

Taggstar social proof at Jacamo

Taggstar’s CEO Marjorie Leonidas said: “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.

Read the Essential Retail Q&A with Finn Christo, N Brown here.

Crowd Power Alive and Well in Shopping Today

By | E-commerce, Fashion, Fit; Online Shopping, Online optimisation, Online optimization, Retail, Retail; E-Commerce, Social proof

In the 2004 book, The Wisdom of Crowdsauthor James Surowiecki explores the accumulation of information within groups. The results, he argues, are that better decisions are made by groups, than could have been made by any single person.

The proof is alive and kicking in retail. I’ll give you a real-time example.

Last weekend, I needed to buy a new toaster.  I was really specific about what I was after (four slices and red), in case you’re interested.

After spending a fair bit of time researching, I jumped onto Argos where I was blind-sided by no less than 172 choices for four slice toasters.  It was getting late. Things were not looking good.

Then I took a closer look, Argos was sending me messages about one particular product.

It had apparently been bought by 54 other people, liked by 402 others and rated 4.5 stars.  If it’s good enough for them, it’s good enough for me I thought. Mind made up, I clicked, sent to basket and paid.

There’s a few things happening here, which I think move the personalised marketing targeting debate on.

Remember, it was late and I had hundreds of product choices. Back in the day I would have asked friends, had a nose around their kitchens before going to shop. In these digital days, I guess I could have played with the search filter – looked by ratings, by price – but that’s a frustrating and clunky way to make a decision, and I’m time poor.

Instead, the messages that I was seeing drew the old and the new worlds together. Argos tapped into my basic human need for approval. I needed to know that I was making the right choice. It’s no different to the millennials taking ‘chelfies’ (that’s changing room selfies, people…). We’re all looking for a virtual thumbs-up from someone – anyone.

By building a picture based on the behaviour of millions of shoppers, Argos was able to boil the data into a simple message to tell me that other people had bought that toaster too. And that gave me the confidence to click ‘buy.’

Back to James Surowiecki and his crowd power.  I couldn’t agree more. The crowd made the decision for me.