The British high street retailer Matalan confirmed that it tested social proof messaging on its site back in 2017, in a bid to increase customer confidence and reduce its abandoned cart rate and returns. After AB testing and customer interviews were complete, the retailer identified that customers like inspiration and appreciate help understanding which products are trending and what products can be matched together. Since then Matalan trialed social messaging on its site which led to an increased conversion rate of 5.5%.
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Matalan also confirmed that it trialed other types of messaging on its site which resulted in further increased conversion rates thanks to AI technology. Since online retailers don’t have the same advantages that traditional retailers have its important that they put something in place that will help assist the shopper in making their online purchase.
