Playing the Long Game: Accu’s Experimentation Journey
Introduction
Every winning team has a game plan. For Accu, that plan was built around testing, learning, and improving the experience for their customers.
Filmed at Accu Stadium in Huddersfield, this story explores how experimentation has helped them improve their e-commerce experience.
Accu is a global e-commerce business supplying precision engineering components to engineers and innovators around the world. Their goal is simple: to create the best possible online experience in their industry. To achieve this, the team set out to make customer-focused improvements grounded in real insights, not guesswork.
That’s where AB Tasty came in, alongside our trusted partner REO, a digital agency focused on performance and experimentation by helping brands use data to drive meaningful results. Together, we helped Accu build a testing program that turned small UX improvements into impressive wins.
From the kick-off
Accu knew that if they wanted to show the value of experimentation across the business, they had to focus on the parts of the website that mattered most. So they started with areas where even small changes could make a big difference – product pages, the cart, and the checkout.
“We identified some key areas at the very beginning of our journey: the product listing page, product detail page, the checkout, and the cart. We went for those areas for a reason, because we wanted to make sure everybody internally at Accu was seeing the value of our tests.”
Luke Jagger, Head of UX & Creative Strategy at Accu
With AB Tasty integrated in just one day and with REO guiding the experimentation strategy, Accu moved quickly from ideas to live tests, without adding pressure to their internal teams. This focused approach helped the team demonstrate impact early on and build confidence in experimentation across the business.
Small changes that delivered big wins
One of Accu’s most successful experiments focused on how pricing breaks were displayed on product detail pages. The team wanted to make it clearer that customers could save money by increasing their order quantities.
By adding simple visual cues that highlighted percentage savings, such as showing a “five percent off” message when users moved up the price breaks, Accu made those benefits easier to understand at a glance.
The team expected just a minor improvement, but the results were much stronger than anticipated, leading to a noticeable increase in both add-to-carts and overall conversions. This shows just how small changes to how information is presented can have a meaningful impact.
Playing to the crowd: personalization in action
Alongside experimentation, Accu has been exploring simple ways to tailor the experience for different types of customers. They’ve tested how new visitors and returning customers interact with the site, as well as how the user-journey differs for logged-in users compared to guests.
These personalization efforts have helped Accu better understand how different audiences use the site, and where small changes can make the experience clearer and more relevant.
As the business expands into the US, Accu plans to build on this by exploring AB Tasty’s EmotionsAI to better understand customer intent and behavior. The aim isn’t to overcomplicate things, but to create experiences that feel more intuitive and useful for the people using them.
Smarter experimentation with Evi
To keep experimentation moving quickly, Accu also uses Evi, AB Tasty’s AI agent. Evi helps turn data into clearer next steps, from suggesting new ideas to helping teams understand what’s working and why.
It also makes it easier for the team to test quick ideas on their own. One example was animating the cart icon after 20 seconds of user inactivity – a small change designed to gently re-engage customers. Using Evi, Accu was able to set this up without needing to involve their internal developers or external support.
This gives the Accu team more freedom to explore ideas, move faster, and stay focused on the improvements that really matter for their customers.
Conclusion
In just one year, Accu has built a strong experimentation program, delivered valuable UX improvements, and shown how data-led decisions can drive meaningful business results.
With AB Tasty and REO supporting their journey, Accu is well positioned to keep refining their e-commerce experience and supporting engineers and innovators around the world.
Accu’s story shows what can happen when experimentation becomes part of everyday decision-making. By staying focused on real customer needs, testing ideas thoughtfully, and learning from the results, they’ve built a stronger, more effective online experience.
With the right tools, the right partners, and a clear vision, Accu has created a solid foundation for continued growth. And as their journey continues, one thing is clear: thoughtful experimentation can make a meaningful difference.
Want to see the full story?
This case study is part of a wider conversation filmed live at the Accu Stadium that explores how Accu approaches experimentation, personalization, and continuous improvement across their digital experience.
The full webinar dives deeper into the thought processes behind the tests, the challenges along the way, and the learnings that shaped Accu’s journey.
