Started over 30 years ago by Tom Joule, Joules is now one of the UK’s best known lifestyle brands. In 2011, Tom described its business model as creating clothing with “colour, fun and entertainment.” This is something that the Joules HQ team in Market Harborough continues to do across high street and online stores.
The brand operates retail websites in the UK, USA and Germany. Interested in software tools to optimise customer conversions and revenues, Joules’ eCommerce team began testing Taggstar in early 2019, and was rewarded by strong results across its online goals within 30 days.
Revenue and conversion rates up by 6%
Key KPIs delivered by Taggstar
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30
days until results
The Challenge
With two international websites successfully launched, Joules wanted to deliver a common customer experience.
The UK-based eCommerce team, which controls the global online experience, was already using a number of online optimisation tools including Monetate for testing, and a cart abandonment analysis tool. The team had seen social proof messaging on other successful retail sites and was interested in the impact that the software could make to Joules’ sales and revenue.
The Solution
The team began talking to Taggstar in mid 2018, and following a technical and design phase, launched its first social proof messaging trial during the busy Christmas and New Year sales period, displaying messages at planned times in the online shopping journey. Joules chose to show product popularity, trending and add-to-basket messages on its PDP (product details page) and basket pages.
With its strong brand identity, areas such as message design, page position and tone of voice were key concerns for the Joules team. Because Taggstar messages can be customised to suit each retail brand, its onboarding team was able to support Joules’ designers with messaging templates, design guidance, message placement and message content.
The Solution
The results are non-invasive and impactful social proof messages, which don’t disturb the hero product image, and are prominent enough to support customers with key product trends. These messages have been conclusively proven successful via A/B testing, to grow Joules’ sales.
Live examples include ‘QUICK… 15 people have added to their bag in the last couple of days’, ‘JUST LETTING YOU KNOW… 19 people have looked at this recently.’ After a simple Javascript container integration with Joules’ Adobe tag manager, the Taggstar trial began in January 2019.
“I’ve been very impressed with conversion and revenue uplift we’ve seen in such a short amount of time, using Taggstar.”
Ralph Percival, eCommerce Director
The Results
The impact of Taggstar was clear well before the end of the initial 30 day A/B trial. Joules reported revenue and conversion rate uplift, a reduction in cart abandonment, an increase in add-to-cart rate and growth in website average order value (AOV) attached to the product pages displaying the message.
Ralph Percival, eCommerce director at Joules said: “I’ve been very impressed with both conversion rate and revenue uplift we’ve seen in such a short amount of time, using Taggstar.”
Taggstar continues to work with Joules’ eCommerce and data analysis managers, to optimise its social proof messages. It will be adding new messages, in the form of review data, in the next few weeks.
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