Author: Emily Healy

Article

Sep 5, 2025
6min read

From “What If” to “What Works”: How AB Tasty AI Transforms Experimentation

Emily Healy

Emily Healy

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If you’ve ever wondered what to test next, struggled to get developer time, or felt overwhelmed by reporting dashboards, you’re not alone.

These are the frustrations experimentation teams face daily. That’s why we built AB Tasty AI—a suite of AI designed not to add hype to your workflow, but to genuinely help you move faster, test smarter, and get real business impact from your experimentation program.

With AB Tasty AI, those roadblocks disappear. Our AI guides you through ideation, building, personalization, and analysis—so you can focus less on the “what ifs” and more on the results that matter.

Let’s walk through how it works.

AI that crushes your “We’re guessing what to test next” problem

Step 1: Ideation generation

Every experimentation program begins with the same hurdle: what should we test next?

In many organizations, idea generation depends on gut feelings or endless whiteboard sessions that rarely produce actionable outcomes. That’s where AB Tasty AI steps in.

Our platform scans your pages and surfaces data-backed test ideas that are proven to make an impact. Instead of guessing, you get a prioritized list of opportunities aligned with your business goals. It’s like having an intelligent co-pilot who not only brainstorms with you but also brings evidence to the table.

AI that eliminates your “Our hypotheses are hunches” frustration

Step 2: Develop a hypothesis

Hypothesis Copilot by AB Tasty

A test idea is only as strong as the hypothesis behind it. Yet many teams struggle to move from fuzzy thinking to clear, structured hypotheses with measurable objectives.

AB Tasty AI eliminates the guesswork by helping you sharpen your hypotheses. You can turn casual “what if we tried this?” conversations into formal statements that define the change, predict the impact, and set up the right metrics for evaluation.

This structured approach not only improves your test quality but also boosts team confidence and stakeholder trust.

AI that annihilates your “I can’t build what I’m thinking” roadblock

Step 3: Start building

One of the biggest blockers in experimentation is the dependency on developer resources. Great ideas often languish in backlogs because the dev team is focused on other priorities.

With AB Tasty AI, you can instantly transform ideas into buildable experiments—no coding required. Whether you want to tweak a button, test a new layout, or launch a more complex variation, our AI makes it possible to build, preview, and launch without waiting weeks for a developer.

This shift not only accelerates testing velocity but also democratizes experimentation, empowering marketers, product managers, and designers to run with their ideas.

AI that ends your “Our personalization feels robotic” paralysis

Step 4: Understand your audience

10 emotional profiles with AB Tasty's EmotionsAI

Many brands struggle with personalization that feels forced, generic, or robotic. Visitors sense it, and the results often disappoint.

AB Tasty AI introduces EmotionsAI Insights, giving you a window into the emotional triggers that shape customer behavior. Instead of relying only on demographic or behavioral data, you get deeper visibility into what truly motivates your audience.

It’s personalization with empathy—designed to feel natural, human, and meaningful.

AI that solves your “I don’t know why visitors convert” mystery

Step 5: Personalize the customer journey

Understanding emotional drivers is just the start. With EmotionsAI Segments, you can act on those insights by creating experiences tailored to specific motivations.

For example, one group of visitors might be motivated by security and reassurance, while another thrives on novelty and excitement. AB Tasty AI combines emotional, behavioral, and contextual data to reveal these distinctions, allowing you to craft experiences that resonate at a deeper level.

The result? More conversions, stronger loyalty, and a customer journey that feels less like a funnel and more like a personalized conversation.

AI that crushes your “I don’t understand this report” problem

Step 6: Analyze your reports

Once experiments are running, the next challenge is often reporting. Traditional dashboards can be dense, and interpreting results takes time—especially if stakeholders want quick answers.

AB Tasty AI simplifies the process with natural language analysis. You can ask plain-English questions like “Which variation performed best with mobile visitors?” and get clear, actionable answers instantly.

This not only saves hours of manual analysis but also democratizes data, empowering non-technical teams to explore results with confidence.

Why AB Tasty AI Stands Out

The market is full of AI solutions, many of which promise more than they deliver. AB Tasty AI is different. We’ve designed it to remove the real blockers experimentation teams face every day:

  • No more guessing what to test
  • No more hunch-based hypotheses
  • No more dev backlog bottlenecks
  • No more robotic personalization
  • No more confusing reports
  • No more lost learnings

In short, AB Tasty AI moves your experiments from start to success.

FAQs about AI in digital experimentation

What type of AI does AB Tasty offer?

AB Tasty offers practical, experimentation-focused AI that supports the full testing journey. This includes AI for idea generation, hypothesis creation, no-code experiment building, emotional personalization (EmotionsAI), natural language reporting, and more.

How does AB Tasty AI help with personalization?

AB Tasty AI uses EmotionsAI to uncover visitor motivations and segment audiences based on emotional, behavioral, and contextual data. This allows businesses to create experiences that feel more human and relevant.

Can AB Tasty AI help non-technical teams run experiments?

Yes. AB Tasty AI empowers marketers, product managers, and designers to launch tests without relying on developers, thanks to its no-code experiment builder.

What makes AB Tasty AI different from other AI solutions on the market?

AB Tasty AI is designed to deliver practical, business-ready solutions. While many AI tools focus on hype, AB Tasty AI helps teams move from “what if” to “what works” by providing tangible results at every stage of the experimentation cycle.

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Article

Jul 15, 2025
6min read

Which Statistical Model is Best for A/B Testing: Bayesian, Frequentist, CUPED, or Sequential?

Emily Healy

Emily Healy

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If you’ve ever run an A/B test, you know the thrill of watching those numbers tick up and down, hoping your new idea will be the next big winner. But behind every successful experiment is a secret ingredient: the statistical model that turns your data into decisions.

With so many options – Bayesian, Frequentist, CUPED, Sequential – it’s easy to feel like you’re picking a flavor at an ice cream shop you’ve never visited before. Which one is right for you? Let’s dig in!

The Scoop on Statistical Models

Statistical models are the brains behind your A/B tests. They help you figure out if your shiny new button color is actually better, or if you’re just seeing random noise. But not all models are created equal, and each has its own personality – some are straightforward, some are a little quirky, and some are best left to the pros.

Bayesian Testing Model: The Friendly Guide

Imagine you’re asking a friend, “Do you think this new homepage is better?” The Bayesian model is that friend who gives you a straight answer: “There’s a 92% chance it is!” Bayesian statistics use probability to tell you, in plain language, how likely it is that your new idea is actually an improvement.

Bayesian analysis works by updating what you believe as new data comes in. It’s like keeping a running tally of who’s winning the race, and it’s not shy about giving you the odds. This approach is especially handy for marketers, product managers, and anyone who wants to make decisions without a PhD in statistics. It’s clear, actionable, and – dare we say – fun to use.

At AB Tasty, we love Bayesian. It’s our go-to because it helps teams make confident decisions without getting tangled up in statistical spaghetti. Most of our clients use it by default, and for good reason: it’s easy to understand, hard to misuse, and perfect for fast-paced digital teams.

Pros of Bayesian Testing:

  • Results are easy to interpret (“There’s a 92.55% chance to win!”).
  • Great for business decisions (and no need to decode cryptic p-values).
  • Reduces the risk of making mistakes from peeking at your data.

Cons of Bayesian Testing:

  • Some data scientists may prefer more traditional methods.
  • Can require a bit more computing power for complex tests.

Frequentist Testing Model: The Classic Statistician

If Bayesian is your friendly guide, Frequentist is the wise professor. This is the classic approach you probably learned about in school. Frequentist models use p-values to answer questions like, “If there’s really no difference, what are the chances I’d see results like this?”

Frequentist analysis is all about statistical significance. If your p-value is below 0.05, you’ve got a winner. This method is tried and true, and it’s the backbone of academic research and many data teams.

But here’s the catch: p-values can be tricky. They don’t tell you the probability that your new idea is better; they tell you the probability of seeing your data if nothing is actually different. It’s a subtle distinction, but it trips up even seasoned pros. If you’re comfortable with statistical lingo and want to stick with tradition, the Frequentist model is a good choice. Otherwise, it can feel a bit like reading tea leaves.

Pros of Frequentist Testing:

  • Familiar to statisticians and data scientists.
  • Matches legacy processes in many organizations.

Cons of Frequentist Testing:

  • Results can be confusing for non-experts.
  • Easy to misinterpret, leading to “false positives” if you peek at results too often.

CUPED Testing Model: The Speedster (But Only for the Right Crowd)

CUPED (Controlled Experiment Using Pre-Experiment Data) is designed to go fast by using data from before your experiment even started. By comparing your test results to users’ past behavior, CUPED can reduce the noise and help you reach conclusions quicker.

But here’s the twist: CUPED only shines when your users come back again and again, like on streaming platforms (Netflix) or big SaaS products (Microsoft). If you have an e-commerce site, CUPED can actually steer you wrong, leading to misleading results.

For most e-commerce teams, CUPED is a bit like putting racing tires on a city bike, not the best fit. But if you’re running experiments on a platform with high user recurrence, it can be a powerful tool in your kit.

Pros CUPED Testing:

  • Can deliver faster, more precise results for high-recurrence platforms.
  • Makes the most of your existing data.

Cons of CUPED Testing:

  • Not suitable for most e-commerce or low-frequency sites.
  • Can lead to errors if used in the wrong context.
  • More complex to set up and explain.

Sequential Testing Model: The Early Warning System

Sequential testing is your experiment’s smoke alarm. Instead of waiting for a set number of visitors, it keeps an eye on your results as they come in. If things are going south – say, your new checkout flow is tanking conversions – it can sound the alarm early, letting you stop the test and save precious traffic.

But don’t get too trigger-happy. Sequential testing is fantastic for spotting losers early, but it’s not meant for declaring winners ahead of schedule. If you use it to crown champions too soon, you risk falling for false positives – those pesky results that look great at first but don’t hold up over time.

At AB Tasty, we use sequential testing as an early warning system. It helps our clients avoid wasting time and money on underperforming ideas, but we always recommend waiting for the full story before popping the champagne.

Experiment health check

Pros of Sequential Testing:

  • Helps you spot and stop losing tests quickly.
  • Saves resources by not running doomed experiments longer than necessary.

Cons of Sequential Testing:

  • Not designed for picking winners early.
  • Can lead to mistakes if used without proper guidance.

Which Statistic Model is Best for A/B Testing?

If you’re looking for a model that’s easy to use, hard to misuse, and perfect for making fast, confident decisions, Bayesian is your best bet – especially if you’re in e-commerce or digital marketing. It’s the model we recommend for most teams, and it’s the default for a reason.

If you have a team of data scientists who love their p-values, or you’re working in a highly regulated environment, Frequentist might be the way to go. Just be sure everyone’s on the same page about what those numbers really mean.

Running a streaming service or a platform where users log in daily? CUPED could help you speed things up – just make sure you’ve got the right data and expertise.

And if you want to keep your experiments safe from disasters, Sequential is the perfect early warning system.

Conclusion: The Right A/B Testing Model for the Right Job

Choosing a statistical model for A/B testing doesn’t have to be a headache. Think about your team, your users, and your goals. For most, Bayesian is the friendly, reliable choice that keeps things simple and actionable. But whichever model you choose, remember: the best results come from understanding your tools and using them wisely.

Ready to run smarter, safer, and more successful experiments? Pick the model that fits your needs—and don’t be afraid to ask for help if you need it. After all, even the best chefs need a good recipe now and then.

Hungry for more?
Check out our guides on Bayesian vs. Frequentist A/B Testing and When to Use CUPED. Happy testing!

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Article

Jul 1, 2025
3min read

Experiment Health Check: Proactive Monitoring for Reliable Experimentation

Emily Healy

Emily Healy

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Introduction

Running hundreds of experiments each year is a sign of a mature, data-driven organization – but it also comes with challenges.

How do you ensure that every test is running smoothly, and that critical issues don’t slip through the cracks?

At AB Tasty, we’ve listened to our clients’ pain points and are excited to announce the launch of Experiment Health Check: a new feature designed to make experimentation safer, smarter, and more efficient.

The Challenge: Keeping Experiments Healthy at Scale

For leading brands running over 100 campaigns a year, experimentation is at the heart of digital optimization.

But with so many campaigns running simultaneously, manually checking reports every day to spot issues is time-consuming and inefficient. Worse, problems like underperforming variations or sample ratio mismatches (SRM) can go unnoticed, leading to lost revenue or inconclusive results.

Our Solution: Experiment Health Check

Experiment Health Check is an automated monitoring system built directly into AB Tasty. It proactively alerts you to issues in your experiments, so you can act fast and keep your testing program on track.

Key Features:

  • Automated Alerts: Get notified in-product (and by email, if you choose) when an experiment encounters a critical issue, such as:
    • Underperforming variations (sequential testing alert)
    • SRM (Sample Ratio Mismatch) problems
  • Centralized Dashboard: Super-admins can view all alerts across accounts for a global overview.
  • Customizable Notifications: Choose which alerts to display and how you want to receive them.

Why It Matters

  • Proactive, Not Reactive: No more waiting until the end of a test or sifting through reports to find problems. Experiment Health Check surfaces issues as soon as they’re detected.
  • Saves Time: Focus on insights and strategy, not manual monitoring.
  • Peace of Mind: Most clients will rarely see alerts – only about 2% of campaigns encounter SRM issues – so you can be confident your experiments are running smoothly.

What’s Next?

Experiment Health Check is available to all AB Tasty clients as of June 2025.

Simply activate it in your dashboard to start benefiting from automated experiment monitoring. We’re committed to evolving this feature with more alert types and integrations based on your feedback.

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Article

Jun 20, 2025
6min read

9 AI Features that Transform How Digital Teams Test, Learn, and Grow

Emily Healy

Emily Healy

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Testing doesn’t have to feel like guesswork.

What if you could describe your vision and watch it come to life? What if understanding your visitors’ emotions was as simple as a 30-second scan? What if your reports could tell you not just what happened, but why it mattered?

That’s where AI steps in – not to replace your creativity, but to amplify it.

At AB Tasty, we’ve built AI tools that work the way teams actually think: curious, collaborative, and always moving forward. Here are nine features that help you test bolder, learn faster, and connect deeper with the people who matter most.

Insight: If you’re already an AB Tasty customer, you’ve already got access to some of our most popular AI features! But don’t stop scrolling yet, there’s more to discover.

1. Visual Editor Copilot: Your vision, our AI’s creation

Visual editor copilot AB Tasty

Visual Editor Copilot turns your ideas into reality without the endless clicking. Just describe what you want – “make that button green,” “add a fade-in animation,” or “move the CTA above the fold” – and watch our AI bring your vision to life.

No more wrestling with code or hunting through menus. Your creativity leads. Our AI follows.

2. EmotionsAI Insight: Explore 10 emotional profiles

10 emotional profiles with AB Tasty's EmotionsAI

EmotionsAI Insights gives you a free peek into 10 emotional profiles that reveal what your visitors actually feel. Not just what they click – what moves them.

See the missed opportunities hiding in plain sight. Understand the emotional drivers that turn browsers into buyers. It’s personalization that goes beyond demographics to tap into what people really want.

3. Engagement Levels: Segment traffic for affinity and engagement

Engagement level segmentation

Our engagement-level segmentation uses AI to cluster visitors based on how they connect with your site. New visitors get the welcome they deserve. Returning customers get the recognition they’ve earned.

It’s traffic segmentation that makes sense – grouping people by affinity, not just attributes.

4. EmotionsAI: The future of personalization

EmotionsAI by AB Tasty

EmotionsAI is personalization with emotional clarity. In just 30 seconds, see what drives your visitors at a deeper level. Turn those insights into targeted audiences and data-driven sales.

Your visitors have unique needs and expectations. Now you can meet them where they are – emotionally and practically.

5. Recommendations and merchandising

Recommendation solution backend

Recommendations and Merchandising turns the right moment into new revenue. Our AI finds those perfect opportunities to inspire visitors – whether it’s a complementary product or an upgrade that makes sense.

You stay in control of your strategy. AI accelerates the performance. The result? A delightful experience that drives higher average order value.

6. Content Interest: No more struggling to connect

Content interest personalization

Content engagement AI identifies common interests among your visitors based on their browsing patterns – keywords, content, products. Build experiences that feel personal because they actually are.

It’s not about pushing content. It’s about finding the connections that already exist and making them stronger.

7. Report Copilot: Meet your personal assistant for reporting

Report copilot by AB Tasty

Report Copilot is your personal assistant for making sense of data. It highlights winning variations and breaks down why they drove transactions – so you can feel confident in your next move.

No more staring at charts wondering what they mean. Get clear insights that move you forward.

8. Drowning in feedback? Feedback Analysis Copilot saves you time

Feedback Analysis Copilot by AB Tasty

Feedback Analysis Copilot takes the heavy lifting out of NPS and CSAT campaigns. Our AI analyzes responses right within your reports, identifying key themes and sentiment trends instantly.

High volumes of feedback? No problem. Get the insights you need without the manual work that slows you down.

9. Struggling to craft the perfect hypothesis for your experiments?

Hypothesis Copilot by AB Tasty

Hypothesis Copilot helps you craft experiments that start strong. Clear objectives, richer insights, better structure – because every great test begins with a rock-solid hypothesis.

No more struggling with the “what if” – start testing with confidence.

AI That Amplifies Human Creativity

These aren’t just features – they’re your teammates. AI that understands how teams really work: with curiosity, collaboration, and the courage to try something new.

Every tool we build asks the same question: How can we help you go further?

Whether you’re crafting your first experiment or your thousandth, these AI features meet you where you are and help you get where you’re going. Because the best optimization happens when human insight meets intelligent tools.

Ready to see what AI-powered experimentation feels like? Let’s test something bold together.

FAQs about AI in digital experimentation

How is AI used in digital experimentation and A/B testing?

AB Tasty offers clients multiple AI features to enhance A/B testing by automating test setup, analyzing emotional responses, segmenting audiences, and generating data-driven recommendations—all aimed at faster insights and better personalization.

What are the benefits of using AI in website optimization?

AI reduces guesswork, accelerates testing, improves personalization, and turns raw data into actionable insights. It empowers teams to learn faster and create better digital experiences.

How does AI help marketing and product teams test and learn faster?

AB Tasty empowers marketing and product teams with AI tools like Report Copilot and Hypothesis Copilot to streamline data analysis and test planning, helping teams move from idea to iteration quickly and confidently.

What AI features does AB Tasty offer for experimentation and personalization?

AB Tasty offers features like Visual Editor Copilot, EmotionsAI, Content Interest segmentation, and Report Copilot to streamline testing, personalization, and reporting.

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Article

May 21, 2025
2min read

Your Domain, Your Rules: Domain Delegation by AB Tasty

Emily Healy

Emily Healy

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In an era where privacy regulations tighten, browser restrictions escalate, and trust is hard-won, brands need more than great ideas to drive their digital experiments — they need full control over how their technologies behave.

 That’s why AB Tasty is proud to introduce Domain Delegation, a groundbreaking feature designed to place independence, performance, and compliance at the heart of your experimentation strategy.

Why Domain Delegation changes the game

The digital landscape is constantly shifting at a fast pace. With evolving browser privacy policies (like ITP and ETP), widespread ad blockers, and stricter data regulations, third-party scripts are increasingly vulnerable — slowing down your site, triggering blockers, or worse, being outright rejected.

For enterprises operating under rigorous security standards, these challenges can make it nearly impossible to deploy tools like AB Tasty efficiently.

That’s where Domain Delegation steps in.

This powerful new feature allows you to serve the AB Tasty tag from a custom subdomain you control (e.g., abt.yourdomain.com), while AB Tasty takes care of the heavy lifting behind the scenes.

What you can do with Domain Delegation

  • Host the AB Tasty tag on your own subdomain (e.g., abt.brand.com)
  • Easily delegate DNS management to AB Tasty through an intuitive guided setup
  • Bypass blockers, improve load speed, and boost reliability
  • Deliver the tag under your own brand, reinforcing trust and compliance
  • Minimal technical effort, fully managed from the AB Tasty interface

What’s in It for You

✅ Higher tag reliability
 ⚡ Better site performance & Core Web Vitals
 ? Stronger data governance & security posture
 ? More brand trust with white-labeled tag delivery

Who benefits the most?

  • Highly regulated industries: Finance, healthcare, government
  • Privacy-first brands: Total data flow ownership
  • Tech teams optimizing performance and autonomy
  • Any organization battling browser or ad blockers

Why Now?

Privacy restrictions aren’t going away. Ad blockers aren’t easing up.
With Domain Delegation, AB Tasty empowers you to take back control over your experimentation stack — ensuring you stay compliant, performant, and trusted.

This isn’t just a technical feature.
It’s a strategic foundation for the next era of digital experimentation.

How It Works

  1. Define your subdomain (e.g., abt.mybrand.com)
  2. Follow the easy delegation flow in AB Tasty’s interface
  3. Let us handle the rest (provisioning, certificates, delivery)

Your tag. Your domain. All powered by AB Tasty.

Domain Delegation Availability

Interested in Domain Delegation? Contact your AB Tasty Customer Success Manager to get started.

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Article

May 20, 2025
3min read

Feedback Copilot: Turn The Customer Voice Into Action in Seconds with AI

Emily Healy

Emily Healy

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Every insight starts with a story, and every story deserves to be heard. But when your NPS® or CSAT campaigns generate thousands of responses, how do you turn all that feedback into real action, fast?

That’s why we created Feedback Copilot, the AI-powered assistant that transforms your NPS® or CSAT campaigns into actionable intelligence – instantly.

The problem collecting feedback: Too many voices, not enough time

Let’s face it: analyzing feedback is a nightmare. Even when users leave valuable insights in NPS campaigns, the manual work required to analyze hundreds (or thousands) of verbatim responses can paralyze teams. One client told us:

“We received 5,000 verbatim responses. That’s two weeks of manual work.”

And because it’s so time-consuming, teams either:

  • Underutilize feedback tools like NPS/CSAT
  • Or don’t act on the insights at all

The solution to overwhelming feedback? Feedback Copilot

Feedback Copilot was born from this pain point – combining the best of AI with our all-in-one experimentation platform. It’s available for free within AB Tasty, and automatically activated for NPS/CSAT campaigns with over 100 responses.

What our Feedback Copilot does:

  • Segments feedback by sentiment: Instantly separates positive and negative comments based on campaign scores.
  • Clusters similar comments into key themes: Groups feedback into topics like “price,” “delivery,” or “UX.”
  • Summarizes each theme: Provides a short description, confidence score, and sample comments for every theme.
  • Highlights what matters most: Surfaces the top 3 positive and top 3 negative drivers of satisfaction.
  • Exports labeled feedback: Download results for use in Excel, PowerPoint, and more.

And it does all this while respecting data privacy, using a self-hosted model (Hugging Face) instead of sending sensitive content to third-party LLMs.

What makes our Feedback Copilot unique?

  • Instant categorization of massive feedback volumes
  • Quantification of qualitative input – finally, your verbatim responses have numbers to back them
  • Integrated NPS/CSAT in your test workflows – measure why something works, not just if it does
  • Enterprise-grade privacy: Comments stay on AB Tasty’s infrastructure

Who benefits from Feedback Copilot?

  • CROs & Product Managers: Prioritize optimizations based on real user pain points.
  • UX & Research Teams: Detect trends and go beyond basic survey stats.
  • Marketing & Customer Success: Understand friction points before and after launches.

What’s next?

Early adopters already report major productivity gains – and they’re asking for more:

  • Direct A/B test ideas from negative themes
  • Verbatim-based segmentation for campaign targeting
  • Improved theme granularity for enterprise-scale campaigns

We’re just getting started. Feedback Copilot is not just a feature – it’s your co-pilot in delivering better, faster, and more human-centered product decisions.

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Article

Dec 17, 2024
7min read

Online Merchandising: Mastering Best Practices

Emily Healy

Emily Healy

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Online merchandising is more than just showcasing products; it’s capturing your audience’s attention, keeping them engaged, and guiding them smoothly toward a purchase. Let’s explore the essentials of online merchandising, breaking down actionable tips and strategies to elevate your e-commerce storefront.

What is Online Merchandising?

Online merchandising is the art of strategically organizing, showcasing, and promoting products on your e-commerce site to maximize engagement and conversions. Think of it as combining the precision of data analytics with the creativity of visual storytelling. Whether it’s through well-optimized product pages, eye-catching images, or personalized recommendations, the goal is the same: making shopping intuitive and enjoyable. 

The Rise of Mobile-First Merchandising 

Mobile is king in e-commerce. Have you ever noticed that smartphones seem to be glued to our hands? You’re not alone. According to Statista, over 54% of global website traffic now comes from mobile devices. For e-commerce, this means a mobile-first approach is non-negotiable.

How to master mobile merchandising:

  1. Responsive Design: Online shopping is no longer linear. You have to ensure that your site is responsive across devices for a smoother shopping experience. This means making sure your design is responsive on desktop, mobile, and tablets. 
  2. More speed = more spending: According to Deloitte, a mere 0.1s change in loading time can improve the customer journey and improve conversion rates. It’s time to start minimizing code, optimizing images, and reducing redirects to speed up your mobile performance. 
  3. Streamlined Filters: Simplify searches with easy-to-use filters that don’t feel overwhelming on a smaller screen. 
  4. Mobile-Friendly CTAs and Buttons: On desktops, consumers click. On mobile, visitors tap with their fingers. A CTA (or any button) that’s too small can lead visitors to click on the wrong icon and derail their user journey. The CTA should be an optimal size (around 44×44 pixels) to avoid frustration. 
  5. Make your words worth it: With the constraints of a smaller screen, you may need to adapt your copy. Something as simple as changing your CTA button from “Contact Customer Service” to “Contact Us” can have a big impact.
mobile friendly buttons a/b test

Pro Tip: Dive further into mobile-first merchandising with our Smartphone Survival Guide to see how mobile impacts consumer behavior and how you can optimize your user experience to boost conversions.

Merchandising During Sales Periods

Sales periods like Black Friday, Cyber Monday, Singles Day, Valentine’s Day, or other seasonal events are more than just discounts galore – they’re an opportunity to drive traffic to your website, clear inventory, and welcome new visitors. 

How to maximize impact during sales

  • Curate Themed Landing Pages: Think “Gifts Under $25” or “Holiday Must-Haves.” Tailored pages simplify the shopping journey and give customers exactly what they’re looking for while saving them time browsing. 
  • Urgency Tactics: Phrases like “Limited Stock” or “24-Hour Sale” pressure visitors to buy quicker by creating a sense of FOMO (fear of missing out).
  • Bundle Deals: Push more products in your inventory by highlighting bundles. Grouping products into bundles with a “frequently bought together” algorithm increases the average order value while offering perceived savings.
Frequently bought together - recommendations example

These strategies not only boost sales but also make your customers feel like they’ve struck gold on your website by finding just what they’re looking for.

The Power of Personalized Product Recommendations

Ever added a pair of shoes to your cart and instantly been tempted by a matching belt? That’s cross-selling at work. Personalized recommendations, when done right, are like having a helpful salesperson who’s available 24/7 to help you find what you need. So, how do you implement recommendations? 

Implementing Recommendations:

  • Use AI to Analyze Behavior: With experience optimization platforms like AB Tasty, you can implement personalized recommendations by using their AI-powered recommendation engine to predict and personalize what visitors might like based on past activity. 
  • Offer Related Products: When visitors start browsing different products, you can show complementary items to help your customers have the most complete purchase. Selling skincare? Why not recommend helpful products to help your visitors “complete their nighttime routine.”
  • Personalize Email Follow-ups: Abandoned carts? Send a friendly nudge with personalized email recommendations to remind your customers what’s waiting in their basket.
email recommendations example on mobile. product recommendation email and promotion.

Want to see the results of recommendations in action? Check out Alltricks’s success story where they saw a +5% in average order value or Jacadi earning +13% more revenue per user with AB Tasty’s recommendations and merchandising solution.

Optimizing Product Pages for Search Engines

Your product pages are like magnets for customers – if they’re SEO-optimized. According to AB Tasty’s E-commerce Consumer Trends Report, nearly half of online experiences begin with a search engine. By improving your SEO and therefore visibility, you’ll make it easier for shoppers to find you. 

Must-Have SEO Features: 

  1. Targeted Keywords: The more details – the better. It’s always best to use longer, search-friendly terms like “women’s waterproof hiking boots” rather than generic ones like “boots.” 
  2. Enticing Meta Descriptions: In addition to a descriptive title, the meta description is your one opportunity to communicate key information about your product with a short, clickable summary to draw in potential buyers.
  3. Alt text for images: Not only does alt text help you meet accessibility standards, but it also improves your chances of showing up in Google Image results.
  4. Detailed Product Descriptions: write descriptions that are informative and keyword-rich while avoiding keyword stuffing.
seo friendly search on website

Leveraging Customer Reviews and Returns Data

Did you know that the majority of consumers read reviews before buying? In fact, Gen Z considers reviews to be the most important thing to consider before making a purchase (source). Reviews help build trust and provide social proof which helps undecided shoppers feel more confident in their purchases.

Ways to Leverage Reviews:

  • Spotlight success stories: We all love a zero-to-hero story! Highlight top-rated reviews directly on product pages to give confidence to your potential buyers.
  • Encourage feedback: Be proactive in building reviews for your e-commerce site by sending a post-purchase email asking for reviews (bonus tip: offer a small discount or loyalty points as an incentive).
  • Feature photos: Take your reviews a step further by encouraging your buyers to upload user-generated images of your products in real life to help build trust.
highlight and display reviews on airbnb

Turn returns into opportunities

Returns aren’t the end of the world, they’re learning opportunities. Analyze return trends to identify products, flaws, sizing issues, or misleading descriptions. Then, tweak your strategy accordingly to reduce future returns. 

Conclusion:

Online merchandising is where creativity meets strategy. By embracing mobile-first designs, leveraging AI, optimizing for SEO, and personalizing the shopping experience, you can turn casual browsers into loyal customers. In today’s competitive e-commerce world, standing out isn’t optional – it’s essential. 

With these best practices, you’re not just selling products, you’re creating an experience worth remembering.

FAQs: Online Merchandising

  1. What is online merchandising, and why is it important?

Online merchandising is the process of strategically presenting products on your website to boost sales and engagement. It’s vital because it directly impacts the customer experience and your bottom line.

2. How does mobile-first design impact online merchandising?

A mobile-friendly site ensures a seamless experience for the majority of shoppers, who browse and buy via smartphones. This boosts conversions and reduces bounce rates.

3. How can I optimize my product pages for better visibility?

Use targeted keywords, detailed descriptions, high-quality images, and SEO-friendly meta tags to improve both search rankings and user engagement.

4. Why are customer reviews crucial for online sales?

Reviews provide social proof, build trust, and influence purchasing decisions. Highlighting reviews can significantly boost conversions.

5. What tools can help with AI-driven merchandising? 

Platforms like AB Tasty offer advanced AI features to personalize recommendations and enhance the overall online shopping experience.

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Nov 5, 2024
1min read

5 Ecommerce Merchandising Strategies with Examples

Emily Healy

Emily Healy

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In the vast and competitive world of e-commerce, simply having great products isn’t enough. Your online store is like a stage, and how you present your products can make or break the show. Enter e-merchandising—the art and science of guiding your customers through a shopping journey that’s as smooth as silk and as engaging as a blockbuster movie.

Whether you’re looking to captivate first-time visitors or inspire returning customers, the right merchandising strategies can transform your site from a digital storefront into an experience that keeps customers coming back for more.

Ready to dive in? Here are five e-commerce merchandising strategies, with real-world examples, to help you create a shopping experience that truly shines.

1. Branding and Homepage Messaging: Your Digital First Impression

“Don’t judge a book by its cover” is a great mantra to apply to our personal lives, however, this proverb doesn’t apply to the e-commerce world.

Your homepage is more than just a landing page—it’s the welcome mat to your online store, and it needs to speak volumes. From the moment someone lands on your site, they should know who you are, what you stand for, and how you can make their life better.

Why it matters:

  • First impressions count. A compelling homepage can turn curious browsers into engaged shoppers.
  • Returning visitors want to see something fresh and relevant, not the same old same old.

Pro tips:

  • Tell your story boldly: Your brand story should be front and center. Use a powerful tagline or headline that captures your essence.
  • Test, test, test: Use A/B testing to find out what messaging resonates most with your audience.
  • Show, don’t tell: Include social proof like testimonials and customer reviews to build instant credibility.

Real-world example: Homepage

JOTT, a French clothing retailer, noticed that their homepage was experiencing a higher bounce rate than expected. Realizing that first impressions were crucial, they ran a no-code A/B test using AB Tasty’s experience platform to see if rearranging the homepage layout would improve engagement.

By moving product categories to the above-the-fold section and pushing individual product displays lower down, they achieved a 17.5% increase in clicks on the product category blocks. This optimization reduced bounce rates and guided more users deeper into their shopping journey, enhancing overall engagement.

2. Group Merchandise into Collections: Curate Like a Pro

Ever walked into a store and felt overwhelmed by choice? The same thing can happen online. Grouping your products into well-thought-out collections can turn chaos into clarity, making it easier for customers to find what they’re looking for—and maybe even discover something they didn’t know they needed.

Why it matters:

  • Curated collections simplify the shopping experience, helping customers quickly find what they’re after.
  • They also encourage customers to explore more, potentially increasing their basket size.

Pro tips:

  • Get creative with collections: Don’t just stick to the basics. Think outside the box—consider seasonal themes, trending items, or even influencer picks.
  • Use data wisely: Analyze purchase patterns to create collections that reflect what customers are actually buying.
  • Spotlight special collections: Use banners or pop-ups to draw attention to limited-time offers or new arrivals.

Real-world example: Collections

Balibaris, a leading French men’s fashion brand, revamped its e-commerce strategy by intelligently reorganizing its product displays to better match customer preferences and behavior. By dynamically sorting products and emphasizing best-sellers and seasonal items, Balibaris saw a significant increase in conversion rates compared to the previous year, even without special promotions. This strategic move not only enhanced the online shopping experience but also boosted overall sales while freeing up the digital team to focus on more impactful projects.

3. Showcase Products with Visual Merchandising: Let Your Images Do the Talking

In the world of e-commerce, a picture is worth a thousand clicks. Visual merchandising isn’t just about slapping up a few product photos; it’s about creating an emotional connection that makes customers want to reach through the screen and grab that item. High-quality images, videos, and even virtual try-ons can bring your products to life and help customers see how they’ll fit into their lives.

Why it matters:

  • Stunning visuals can make or break a sale. They help customers imagine the product in their own lives.
  • Lifestyle images and videos build an emotional connection, making customers more likely to hit “Add to Cart.”

Pro tips:

  • Go high-def: Invest in top-notch photography that shows your products from every angle.
  • Tell a story: Use lifestyle images or videos to show how your products can be used in real life.
  • Mix it up: Consider adding videos or 360-degree views to give customers a more immersive experience.

Real-world example: Visual Merchandising

Galeries Lafayette, one of France’s most iconic department stores, sought to enhance the online shopping experience by testing the impact of different product image styles. They compared standard packshot images to premium images featuring models wearing the products.

The results were striking: the premium images not only increased clicks by 49% but also boosted the average order value (AOV) by €5.76, adding a potential €114,000 in profit. This shift towards higher-quality visuals resonated with customers, leading Galeries Lafayette to prioritize premium images across their site, significantly improving user engagement and sales.

4. Implement Effective Site Search: Help Shoppers Find Their Perfect Match

When a customer knows what they want, nothing should stand in their way—especially not a clunky search function. A well-oiled site search is like a personal shopper, helping customers find exactly what they’re looking for, faster.

Why it matters:

  • Customers who use search are often more ready to buy, so it’s crucial that they find what they’re looking for quickly and easily.
  • An effective search can turn casual browsers into buyers by surfacing relevant products.

Pro tips:

  • Optimize filters & facets: Let customers narrow down their search results with relevant filters like size, color, and price.
  • Smart error detection: Make sure your search can handle typos and synonyms—because we all make mistakes.
  • Autocomplete magic: Help customers out by suggesting popular search terms as they type.
  • Never show a dead end: Avoid zero-results pages by offering suggestions or related products instead.

VAN GRAAF, an international fashion retailer, recognized the need to elevate their online search functionality to meet the high standards of their physical stores. By integrating AB Tasty, VAN GRAAF significantly improved the customer journey on their e-commerce site. The results were impressive: online orders from search increased by 30%, conversion rates rose by 16%, and the average order value (AOV) saw a 5% boost. Additionally, the share of sales from search grew by 4.3%. This transformation not only enhanced the shopping experience but also reduced the time the team spent managing search functionalities, allowing them to focus on other critical optimizations.

5. Cross-Sell and Up-Sell Products in Your Shopping Cart: The Power of Suggestion

You’ve done the hard work of getting a product into a customer’s cart—now’s your chance to suggest a few more. Cross-selling and up-selling are subtle yet powerful ways to increase the value of each sale by offering customers items that complement what they’ve already chosen.

Why it matters:

  • Personalized recommendations can boost your average order value and make customers feel like you really “get” them.
  • It’s a win-win—customers discover more great products, and you see a bump in sales.

Pro tips:

  • Personalize everything: Use AI to suggest products based on what’s already in the cart or what similar customers have bought.
  • Bundle it up: Show products that are frequently bought together as a bundle to encourage more sales.
  • Test placement: Experiment with where you place these suggestions—product pages, the shopping cart, or even during checkout.

Real-world example: Cross-sell and Up-sell

Figaret, a high-end French shirtmaker, significantly boosted its online sales by integrating personalized product recommendations. By strategically placing recommendation blocks on product pages and in the shopping cart, Figaret achieved remarkable results: 6% of visitors used these recommendations, contributing to 10% of the site’s total revenue. Additionally, these users spent on average 1.8 times more than those who didn’t engage with the recommendations. This approach not only enhanced customer engagement but also drove substantial revenue growth.

Measuring Success in E-merchandising: Are You Hitting the Mark?

You’ve put in the work, but how do you know if your e-merchandising strategies are actually working? Measuring success isn’t just about looking at sales numbers; it’s about understanding how each element of your strategy contributes to the bigger picture.

Key Metrics to Watch:

  • Website traffic: Keep an eye on where your visitors are coming from and what they’re doing on your site.
  • Conversion rate: This is the percentage of visitors who actually make a purchase—one of your most important metrics.
  • Sales data: Analyze overall sales, average order value, and revenue from specific merchandising strategies.
  • Average basket size: Track how many items customers are purchasing per transaction to gauge the effectiveness of your cross-selling and up-selling efforts.

Pro tips:

  • Set benchmarks: Compare your metrics against industry standards to see where you stand.
  • Use analytics tools: Platforms like Google Analytics or Matomo can give you insights into how visitors interact with your site.
  • Keep iterating: Don’t settle for good—strive for better. Regularly review your data and tweak your strategies to keep improving.

Conclusion: Trial and Better—The Heart of E-Merchandising Strategies

E-commerce merchandising isn’t a “set it and forget it” task—it’s a continuous journey of trial, error, and improvement. The best strategies evolve over time as you learn more about your customers and the market. So don’t be afraid to experiment, take risks, and, most importantly, keep pushing for better. Every tweak, test, and change you make is a step towards creating an online store that not only meets but exceeds customer expectations.

Ready to take your e-commerce merchandising to the next level?
Download our comprehensive guide on e-merchandising best practices or schedule a free demo with AB Tasty today. Your journey to better starts now.

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Oct 18, 2024
11min read

Understanding the Digital Customer Journey

Emily Healy

Emily Healy

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In a highly competitive digital marketplace, optimizing your website for a unique and seamless digital customer journey is no longer just a competitive advantage — it’s a necessity.

It’s important to remember that the digital customer journey does not begin and end with a purchase – it’s a web of all customer interactions and touchpoints with your brand.

AB Tasty has mapped out seven customer phases that we consider crucial in the journey. To craft unique experiences, you’ll need to differentiate these seven phases customers pass through and understand how to animate their digital journey.

Once you have a better understanding of these phases, you will be better equipped to set your business goals and properly optimize your website for growth and impact.

Click to view the full-sized infographic in a new tab

How exactly can you optimize each phase of the digital customer journey? Let’s dive right in and take a look at some examples.

Phase 1: Awareness

When visitors land on your website for the first time, a great first impression is crucial. Your page needs to be both visually appealing and intuitive. A dynamic above the fold design is a great place to start.

In this first phase, it’s important to let your best ideas shine to capture and keep your visitors’ attention. You can accomplish this by creating personalized welcome messages for first-time visitors, displaying your value proposition and organizing high-impact elements for better visibility.

Let’s take a look at Just Over The Top’s experiment to modify the layout of their homepage. They used AB Tasty’s experience optimization platform to test if their users responded better seeing a layout with product categories rather than individual products.

Original:

Variation:

After creating a test variation to run against the original layout, they saw a 17.5% click increase on the three blocks below the hero image. This brought many more users into the second phase of their customer journey.

Phase 2: Discovery

When consumers reach the second phase, they’ve already discovered your brand and they’re getting curious.

To accommodate visitors during this phase, your website should be optimized for an excellent browsing experience. Whether this means making your search bar more visible, creating dynamic filters while searching, or using a virtual assistant to get to know your visitors’ interests with a series of questions, an easy browsing experience with intelligent search is key.

In this example, Claudie Pierlot focused on optimizing the customer browsing experience by testing the search bar visibility. In their variation, the small search icon was made more visible by adding the word “recherche” (or search in English) in the top right-hand corner.

Original:

Variation:

This clear above the fold design made it easier for visitors to identify the search bar to begin their browsing experience. With this simple A/B test, they saw a 47% increase in search bar clicks and a 7% increase in conversion rates coming directly from the search bar.

In another example, Villeroy & Boch, a ceramic manufacturing company, wanted to leverage intelligent search on their website. With the help of AB Tasty, they implemented an AI search algorithm to navigate online shoppers.

With our solution, they designed a new and intuitive navigation complete with filters and a comprehensive autosuggestion feature.

By changing their search functions, Villeroy & Boch saw a 33% increase in search results clicks and a 20% increase in sales through the search function.

Phase 3: Consideration

Now is the time when your visitors are considering your brand and which products they are interested in. Showcasing your product pages in their best light during the consideration phase might be exactly what your visitor needs to continue moving down the funnel.

Let’s look at how Hanna Anderson optimized their product pages during this phase.

The clothing retail company wanted to experiment with the images on their product listing pages. Previously, their toddler line had only images of clothing sizes for an older child. They were convinced there was room for improvement and decided to run a test by changing their images to include toddler sizes.

Original:

Variation:

After implementing age-appropriate clothing images, the results were clear. During this test, the clicks on PLPs increased by almost 8% and the purchase rate on those items skyrocketed by 22%.

Phase 4: Intent

During the intent phase, your visitors are on the verge of becoming customers but need to be convinced to make a purchase.

Social proof, urgency messaging, and bundling algorithms are a few ideas to lightly nudge visitors to add to cart or add more to cart.

Let’s take a look at the impact that urgency messaging can have: IZIPIZI, an eyewear retailer, decided to add a special message flag next to their product description to show viewers how many people have purchased this product. The idea of this message is to show viewers that this product is popular and to encourage them to take action.

With this simple sentence of social proof to validate a product’s desirability, they saw a 36% increase in add-to-basket rate.

In another scenario, you can see that adding a progress bar is a simple way to upsell. With a progress par, you are showing your customer how close they are to earning free shipping, which entices them to add more to their cart.

Vanessa Bruno experimented with this additive with the help of AB Tasty and saw a 3.15% increase in transactions and a €6 AOV uplift.

Phase 5: Purchase

Purchase frustration is real. If customers experience friction during checkout, you risk losing money.

Friction refers to any issues the visitors may encounter such as unclear messaging during the payment (did the payment actually go through?), confusing or expensive shipping options, discounts not working, double authentication check-in delays, difficult sign-in, and more.

Optimizing your checkout sequence for your audience with rollouts and KPI-triggered rollbacks can help you find a seamless fit for your website.

Let’s look at an example for this phase: Galeries Lafayette, the French luxury department store, saw an opportunity to optimize their checkout by displaying default payment methods that do not require double authentication.

During this test, they saw a €113,661 increase in profit, a €5 uplift in average order value, and a 38% increase in the conversion rate by adding the CB (bank card) option for a quicker checkout.

Phase 6: Experience

Optimizing the buyer experience doesn’t end after the purchase. Now is the time to grow your customer base and stop churn in its tracks. So, how do you keep your customers interested? By maintaining the same level of quality in your messages and personalization.

Let’s look at how Envie de Fraise, a French boutique, leveraged their user information to transform a normal post-purchase encounter into a personalized experience.

One of their customers had just purchased a maternity dress and had been browsing multiple maternity dresses prior to their purchase. By knowing this information, they experimented with using the “you will love these products” algorithm to gently nudge their customer to continue shopping.

With a customized recommendation like this, Envie de Fraise saw a €127K increase in their potential profit. As your customer spends more time with your brand, you will learn more about their habits and interests. The more time they spend with you, the more personalized you can make their experience.

Phase 7: Loyalty

In the final step of your customer’s journey, they move into the loyalty phase. To turn customers into champions of your brand, it’s important to remind them that you value their loyalty.

This can be done by sending emails with individual offers, social proof, product suggestions, or incentives for joining a loyalty program to earn rewards or complete product reviews.

Another example of this is sending a personalized email displaying items that are frequently bought together that align with their purchase. This will remind the customer about your brand and give them recommendations for future purchases.

Why Optimizing the Digital Customer Journey is Essential to Boost Conversions

The fierce competition in the e-commerce marketplace is undeniable. In order to attract and retain customers, you have to focus on crafting personalized user experiences to turn passive visitors into active buyers.

Understanding their needs in each phase and optimizing your digital space is your best solution to nudge visitors down the purchasing funnel.

By personalizing the experience of your customers during each phase of the digital customer journey, you can ensure an optimal shopping experience, boost purchases, increase customer satisfaction, and see more repeat customers.

AB Tasty is the best-in-class experience optimization platform that empowers you to create a richer digital experience – fast. From experimentation to personalization, this solution can help you activate and engage your audience to boost your conversions.

Using personalization to enhance your customer journey

With the vast array of products and brands to choose from, customer loyalty has become more important than ever. By focusing on personalizing the digital customer journey, you can reduce the chances of your customer abandoning their purchase or opting for another brand.

An individualized customer journey is beneficial for the following reasons:

  • Option overload: As online brands fight for the attention of consumers, it’s important to set your brand apart from the rest, with a customer journey that is tailored to their needs.
  • Analysis paralysis: With a plethora of information now readily available to customers who are researching and comparing potential purchases, your digital customer journey can help to deliver the information they need with ease and offer them the best shopping experience, thereby tipping the scale in your favor.
  • Lack of loyalty: The ease with which a customer can change service providers has increased the pressure and importance of meeting their needs during the entirety of the digital customer journey. Every interaction matters.

Offering a personalized experience elevates the customer journey and helps to ensure customer satisfaction. By leveraging the power of personalization, you can adapt the individual phases of the customer journey to each customer’s needs for an optimal e-commerce experience.

Personalization is the key to customer satisfaction

There is no way to deny the intense competition in the e-commerce space. Attracting and retaining customers is more difficult now than it has ever been. To advance ahead of the competition, you must understand customer needs and personalize each user journey with the help of a customer journey model.

By personalizing each experience your customers have with your brand, you can be sure to give your customers an optimal shopping experience, guarantee customer satisfaction, and encourage customer loyalty.

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Sep 16, 2024
8min read

Can AI Improve the Digital Customer Experience? [+5 Examples]

Emily Healy

Emily Healy

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The future of digital experience optimization has arrived and it’s driven by AI.

Are you ready for it?

AI can often be a sensitive subject, as loud voices in the room will boast how AI can replace people, careers, or even entire sectors of society. We’re scaling back the dystopian imagery and instead finding ways where AI can be your sidekick, not a supervillain.

There are two sides to the coin with AI: it can help optimize your time and boost conversions, but it can also be risky if not used properly. We’ll dig into the ways AI can be a helpful tool, as well as some considerations to take.

The positive impact of AI on your customer experience roadmap

In one of our last pieces about AI in the CRO world, we discussed 10 generative AI ideas for your experimentation roadmap. Since the publication of this article, we’re back with even more ideas and concrete examples of successful campaigns.

1. Display reassurance messages to visitors who value it

Some shoppers value their privacy and data safety above all else. How can you comfort these visitors while they’re shopping on your website without interfering with other visitors’ journeys? While salespeople can easily gauge these preferences in face-to-face interactions, online shoppers deserve the same personalized experience when they shop independently.

Let’s see an example below of how you can enhance the digital customer experience for different shoppers at the same time:

MAAF, a French insurance provider, knows just how complex buying auto insurance can be for visitors. Some shoppers prioritize safety and reassurance messages, while others don’t. With AI systems that segment visitors based on emotional buying preferences, you can detect and cater to this type of profile without deferring to other shoppers. “Intuitive” profiles are receptive to reassurance messages, while “rational” profiles tend to see these extra messages as a distraction.

Emotional segmentation - Improve the digital customer experience with AI

The team at MAAF used advanced AI technology to overcome this exact challenge. Once the “intuitive profiles” were identified, they were able to implement personalized messages ensuring their commitment to their customers’ data protection. As a result, they saw an increase of 4% in quote rates for those directed to the intuitive segmentation, and other profiles continued on their journey without extra messaging.

2. Segment your audience based on their shopping behavior

With so many online shoppers, how can you possibly personalize your website to give each shopper the best user experience? With AI-powered personalization software.

Some online shoppers have a need for competition. Don’t we all know someone who loves to turn everything into a competition? These “competitive” shoppers are susceptible to social-proof messaging and are influenced by the opinions of other customers while searching for the best product. One of the best ways to personalize a listing page for competitive shoppers is to show ratings from their peers. 

Meanwhile, what works for competitive shoppers, will not work effectively for speedy shoppers. Shoppers with a need for immediacy will appreciate a clear, no-frills browsing experience. In other words, they don’t want to get distracted. Let’s look at the example below.

Competition vs immediacy EmotionsAI

This website implemented two different segments targeting online shoppers with a need for “competition” and “immediacy.” These two segments brought in a 9% increase in conversion rates and a 2% increase respectively. The campaign was a success, but how did it work? 

Using AB Tasty’s AI personalization engine, EmotionsAI, this online shop identified its visitors’ main emotional needs and directed them toward a product listing page best suited for them. EmotionsAI turns buyer emotions into data-driven sales with actionable insights and targeted audiences.

Want to learn more about EmotionsAI? Get a demo to see how AI can impact your roadmap for the better!

AB Tasty Demo Banner

3. Automate and personalize your product recommendations 

European backpack designer, Cabaïa, used an AI-powered recommendation engine to generate personalized recommendations for their website visitors based on user data collected. The team at Cabaïa previously managed product recommendations manually but wanted to shift their focus to improving the digital customer experience. 

AI recommendation tools put the right product in front of the right person, helping boost conversions with a more tailored experience. Since implementing this AI-powered recommendation engine, they’ve had +13% revenue per visitor, increased conversions by 15%, and raised their visitor’s average cart size by 2.4%.

Cabaia recommendations test

4. Innovate your testing strategy with emotional targeting

According to an online shopper study (2024), traditional personalization is no longer enough. Personalizing based on age, location, and demographics just isn’t as precise anymore.

The team at Groupama, a multinational insurance group, wanted to take A/B testing a step further and better adapt their approach to fit their customers’ unique emotional needs. By using an AI-powered emotional personalization engine, they were able to identify two large groups of website visitors: emotionals and rationals. 

They created an A/B test based on these customer profiles. One variation catered to the “emotional” buyers by showing reassuring messaging on the insurance quote to protect their data, and the other catered to “rationals” that displayed the insurance quote without any extra messaging that allowed them to have a distraction-free buyer journey. Within 2 weeks, Groupama saw an instant win with a 10% increase in quote submissions.

Insurance quote segmentation test: emotionals vs rationals

5. Simplify the customer journey and build buyer confidence

Like many financial services, purchasing insurance is inherently complex. Consumer behaviors and expectations in insurance are quickly changing.

As a leading insurer in Singapore, DirectAsia has embraced innovative technologies to better serve their customers. By pioneering new technology, Direct Asia was able to segment their visitors based on emotional needs.

The team at DirectAsia identified that the ‘safety’ segment (buyers needing reassurance) was the top unsatisfied emotional need for visitors on both desktop and mobile devices. With these insights, DirectAsia ran an experiment on ‘safety’ visitors, displaying two banners to reassure them and move them further down the form to the quote page.

DirectAsia A/B Test Copy - Simply the customer journey

The banners led to + 10.9% in access to the quote page for one, and +15% in access to the quote page for the other.

The potential risks of AI on your customer experience roadmap

Artificial intelligence has been evolving (very quickly!) over the past few years and it can be tempting to run full speed ahead. However, it’s important to find the right AI that works for you and helps you achieve your goals. Is AI powering something you need, impacting your business, or is it just there to impress? 

With that in mind, let’s consider some precautions to take while using AI:

  • Unfactual or biased information on data reports, website copy, etc. 

When researching or asking for data sources, it’s important to keep in mind that artificial intelligence can get it wrong. Just as humans can make mistakes and have biased opinions, AI can do the same. Since AI systems are trained to produce information following patterns, AI can unintentionally amplify bias or discrimination.

  • Lack of creativity, dependence, and over-reliance

Excessive reliance on AI can reduce decision-making skills, creativity, and proactive thinking. In competitive industries, you need creativity to stand out in the market to capture your audience’s attention. Your roadmap could suffer if you put too much faith in your tool. After all, you are the expert in your own field.

  • Data and privacy risks 

Protecting your data should always be a top concern, especially in the digital experience world. You will want a trusted partner who uses AI with safeguards in place and a good history of data privacy. With the fast-developing capabilities of AI, handling your data correctly and safely becomes a hurdle. As a general best practice, it’s best not to upload any sensitive data into any AI system – even if it seems trustworthy. As these systems often require larger quantities of data to generate results, this can lead to privacy concerns if your data is misused or stored inappropriately.

  • Hallucinations 

According to IBM, AI hallucinations happen when a large language model (LLM) thinks it recognizes patterns that aren’t really there, leading to random or inaccurate results. AI models are incapable of knowing that their response can be hallucinogenic since they lack understanding of the world around us. It’s important to be aware of this possibility because these systems are trained to present their conclusions as factual.

Conclusion: Using AI in the Digital Customer Experience

As with any tool or software, AI is a powerful tool that can enhance your team – not attempt to replace it. Embracing the use of AI in your digital customer experience can lead to incredible results. The key is to be aware of risks and limitations, and understand how to use it effectively to achieve your business goals.

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