Hotter Shoes talks up social proof messaging software

Footwear retailer Hotter Shoes is now using social proof messaging software on its international websites, after reporting success using the technology in the UK.

A/B testing suggests that the software – which shows aggregated shopping trends to customers online so that they can see what others like them have purchased in the past – helped increase revenue online in the UK by 5%. The user generated content tool has now been added to the Hotter EU, German and US sites.

Taggstar, which also works with Missguided, Shop Direct and others, provides the software.

Victoria Betts, global omnichannel director at Hotter, said the vendor partnership enables the business to showcase “relevant persuasive messaging” to help shoppers make a purchase.

“Since launching social proofing, our revenue and conversion has increased sizeably, and we’re also seeing positive engagement metrics and interactions with our organic social platforms,” she explained.

Taggstar’s software works by pulling crowd-sourced data about product popularity and other trends derived from Hotter customers’ browsing history.

Information displayed includes the number of people who have looked at an item, as well as top-trending products based on sales spikes. Hotter’s eCommerce team integrated Taggstar using Google Tag Manager, starting the process in 2017.

Niall Brooke, SEO & CRO specialist at Hotter, added: “We hope to replicate the benefits Taggstar has already brought to our US and European customers as we strive to consistently improve their user experience.”