Clarks Leverages Monetate Social Proof to Increase Conversion on PLPs and PDPs
Founded in 1825 by brothers Cyrus and James Clark, Clarks is a British footwear company known for its high-quality, comfortable shoes for men, women, and children.
While Clarks had achieved good results on its eCommerce site with product badging, the manual process required to update its weekly bestsellers with badges proved too time consuming and inefficient. Clarks also observed that it was difficult to get site visitors engaged with product listing pages (PLPs).
Clarks selected Monetate Social Proof to replace manual product badging for bestsellers with social proof experiences based on existing customer behavior to encourage site visitors’ buy-in when visiting product detail pages (PDPs) and PLPs.
Success with Strategy
Monetate All-In-One Action
- Deployed scarcity-based social proof messaging to all PDPs for all traffic.
- Leveraged Monetate Dynamic Testing to determine best placement for social proof imaging on PDPs.
- Expanded social proof messaging to PLPs to get customers more engaged earlier in the sales funnel.
- Deployed multi-message social proof on PDPs that cycle through for a more tactile social proof experience for customers.
As a next step, Clarks is looking to explore various product recommendation strategies as part of its eCommerce personalization experiences. Paired with social proof, this could be quite the powerful duo as Clarks continues to build out its customer journey.
Proving the Value of Social Proof on PDPs and PLPs
With Monetate A/B and Dynamic Testing, we found the best messaging and placement of social proof experiences, resulting in:
Clarks’ PIM Team could no longer sustain product badging bestselling items long-term.
Each week team members were required to check which 100 pairs of shoes or other accessories were Clarks’ best sellers and then manually add “Best Selling” badges to each product.
From its experience with badging, Clarks knew that social proof worked well on PDPs. But they were curious to see the impact on visitor behavior at the top of the sales funnel and the impact on click-through rates if social proof experiences were also featured on the PLPs.
“I knew we would be well equipped to not only test social proof experiences but quickly launch them to get instant results.”
JESS MILLS,
E-Commerce Lead, Clarks
“The Monetate platform is easy for our team to use, and we find the real-time information and analytics provided to be useful, especially since we are a smaller team that needs to be flexible.”
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