Responsible fashion brand, Nobody’s Child knew that social proof messaging would be a good fit for its business, but the 8% conversion rate uplift they saw after implementing Taggstar’s technology exceeded all expectations. In line with an overall digital transformation strategy, the project is one of the first moves made by the brand to introduce SaaS and third-party applications to their website. The results didn’t disappoint. During the evaluation period, Taggstar delivered a significant revenue uplift that’s set to scale into millions of additional sales annually.
Background
Based in London, Nobody’s Child’s mission is to bring responsible fashion to every woman, everywhere, without costing the Earth. In 2022, more than 90% of its collection was made from responsible fabrics. Primarily, the team have sought to find alternatives to three of the most widely used materials in the fashion industry – viscose, polyester and cotton – sourcing recycled, organic and lower-impact replacements.
As well as selling direct to consumers via its global website, Nobody’s Child also works with a number of retailers including M&S, John Lewis and ASOS. This has been so successful, M&S invested in the business in 2021. It continues to be one of the most popular third-party brands sold on the British heritage retailer’s website today.
Challenge
Helping customers make the right choice first time is central to Nobody’s Child’s responsibility mission. The brand, which works with and is worn by celebrities including the likes of Fearne Cotton and Holly Willoughby, also wanted to ensure it was meeting and surpassing customer expectations with respect to their digital experience, as well as driving further growth by increasing conversion rate uplift and sales. Its decision to implement social proof messaging was part of a wider digital transformation for the business and one of the first implementations to look at how SaaS and API applications such as Taggstar can accelerate its growth.
Result
Nobody’s Child began an evaluation period in December on its UK website. The full-funnel campaign featured 13 messages across the PLP, PDP and basket pages, including ‘In demand X sold recently’ and ‘Top Pick X others have looked at this recently’.
The proof-of-concept project delivered a conversion rate uplift of 8%, driving a significant increase in sales to a test segment.
Nobody’s Child has since signed a 12-month contract, rolling out social proof messaging across the entire website and will be working with Taggstar on a road map of continual optimisation to maximise the benefits and ROI.
Chris Bishop, Ecommerce and Digital Director at Nobody’s Child, said: “I was already aware of the positive benefits of social proof messaging to drive business growth, but the 8% conversion rate uplift has been incredible and has the potential to incrementally drive millions of pounds of growth for our Ecommerce business.”
“The pace at which we have been able to deploy social proof messaging has allowed us to quickly demonstrate its value, far surpassing what we hoped it would deliver for us. Alongside this, strategically, it is the perfect example of the immediate benefit of bringing in best-in-class SaaS apps, to improve our customer experience, to accelerate Nobody’s Child online growth.”
Peter Buckley, CRO at Taggstar, said: “It’s always good to work with clients that understand the value of social proof messaging before they even begin a project with us. It’s even better when we can help them deliver more positive results than they’d hoped for too. For Nobody’s Child, it’s a strategy that’s not just about increasing conversion and driving growth but also enabling more considered buying decisions, fitting perfectly with its responsible retailing ethos.”
