N Brown brands bag extra £2m with optimisation tool

simply beN Brown, the online shopping giant behind brands including Simply Be, JD Williams and Jacamo, has witnessed a 12% uplift in new visitor conversion – with £2m in extra revenue from one platform alone – by optimising and personalising its product messages.
The online retailer has been using the advanced testing, segmentation and geo-location capabilities of Monetate to tailor the real-time Taggstar messages across its brands since last year.
Taggstar’s social proof software pulls crowd-sourced realtime data about product popularity and other trends derived from N Brown customers’ browsing history. The messages include the number of people viewing an item, product reviews and ratings, top-trending items and product scarcity.
Using Monetate’s segmentation and personalisation tool, it is claimed that N Brown can now change the look and feel of the Taggstar messages, their style, the text and the colour, according to different customer groups.
New customers and returning customers, male or female shoppers, and customers buying a one-off item, for example, will see different social proof messages. These optimised messages are proven, through A/B testing, to increase engagement and sales and to reduce basket abandonment, the group claims.
During a three-month trial, N Brown tracked additional revenue of nearly £2m using Taggstar alone, with Simply Be conversion rates rising by up to 2.7%.
N Brown Group UX testing and optimisation manager Paul Hackett said: “It’s very easy to change the Taggstar experience for our different brands. A simple JavaScript, applied via Monetate, allows us to adapt the look and feel of Taggstar messages to suit our different customer segments. Taggstar helped us to define the best message combinations, and that’s pushed our results to add another 12% to Simply Be new visitor conversion rates.”

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