Author: John Hughes

Article

Oct 14, 2025
8min read

Flying Through Checkout: How Experimentation Shapes Airline Consumer Behavior

John Hughes

John Hughes

The airline checkout is where booking intent becomes revenue. Yet for most airlines, it’s also where the majority of customers drop off. This high abandonment rate isn’t just a cost of doing business; it’s a direct result of a complex booking process failing to meet modern traveler expectations. Fixing this friction is one of the biggest opportunities for growth in the industry.

This drop-off isn’t just a technical problem, it’s a human one. The checkout flow is where a traveler’s excitement meets anxiety, and where price sensitivity clashes with the desire for comfort. For airline and travel professionals, understanding this interplay is the key to conversion.

The answer isn’t to guess what travelers want or to copy a competitor’s design. It’s to listen, learn, and adapt by building a system that lets you ask customers what they prefer, not with a survey, but with their clicks. As we discuss in our Travel Essentials Kit e-book, this is the world of experimentation, where every test becomes part of a continuous cycle of learning and iteration.

Why airline checkout is so complex

Unlike a simple e-commerce purchase, booking a flight is rarely a one-click affair. The complexity is baked right into the business model. You’re not just selling a seat; you’re selling a multi-faceted travel experience, and each component adds another layer to the checkout.

First, there’s the core booking. A simple round-trip flight is one thing, but multi-leg journeys with different carriers, layovers, and time zones create a significant cognitive load for the user. Then come the additional services, such as seats, bags, meals, or insurance, where each choice is a potential exit point. Finally, regulatory requirements can create long, intimidating forms.

The result of this complexity is an abandonment rate that, according to Inai, hits 90%. To put it another way, nine out of every ten potential customers that start booking a flight will leave without paying. That’s significantly higher than the already high average e-commerce site abandonment rate of 70%. And the problem is even worse on mobile.

$260 billion in lost orders across the US and EU are recoverable through better checkout

This is more than a user experience flaw; it’s a massive financial bleed. The Baymard Institute estimates that $260 billion in lost orders across the US and EU are recoverable through better checkout design alone. It’s a multi-billion dollar design challenge waiting for a solution, but the fix doesn’t require a complete and costly overhaul. A commitment to analyzing user data, testing hypotheses, and letting the results guide incremental, high-impact changes will have your customers soaring through your checkout process in no time.

Decoding consumer behavior at checkout

To optimize the checkout flow, you have to get inside the traveler’s mind. Their behavior is driven by powerful psychological factors, and your data shows exactly where the friction is.

39% of shoppers abandon cart

The single biggest culprit is cost ambiguity. The top reason for cart abandonment, cited by 39% of shoppers in research aggregated by the Baymard Institute, is discovering high extra costs at the end of the process. This points directly to the airline industry’s practice of “drip pricing.” The low base fare gets them in the door, but the steady drip of fees erodes trust. It’s not just the final price; it’s the feeling of being misled.

Next is process friction. The same research found a “too long or complicated” checkout will cause 18% of users to leave. Forcing a user to create an account is another major barrier, responsible for another 19% of abandoned carts. This accumulation of friction—multiple pages, endless form fields, and mandatory sign-ups—creates a powerful negative momentum that pushes users to exit.

Finally, there’s the trust deficit. A staggering 19% of users will abandon a purchase simply because they didn’t trust the website with their payment information. This isn’t just about SSL logos. A user who experiences a price increase through drip pricing is psychologically primed to be more skeptical when it’s time to enter their payment details, as the final cost no longer aligns with their initial expectation.

Understanding these behaviors isn’t about exploiting them. It’s about designing a smoother, more transparent, and less stressful experience that guides the traveler confidently toward their destination while also building brand credibility.

Experimentation as a window into the traveler’s mind

So, how do you solve for cost ambiguity or process friction? The answer is to ask your users, not with a survey, but by testing different approaches and measuring the results. Experimentation, through A/B and multivariate testing, is the most effective way to understand what travelers actually do.

The process starts with a data-driven hypothesis. For example, if your analytics show a high drop-off rate on the passenger details page, you could hypothesize that reducing the number of form fields will reduce friction and increase conversions. From there, you can run a simple A/B test: Version A is your current, longer form, and Version B is the new, simplified one. By showing each version to different segments of your audience, you can measure which one leads to more completed bookings. The result is no longer a guess; it’s a data-backed insight that de-risks design changes and allows you to make improvements with a measurable impact.

But this isn’t just about one-size-fits-all fixes. You can take it a step further with personalization and segmentation. A first-time booker might need more guidance and reassurance during checkout, while a frequent flyer would prefer a streamlined experience that pre-fills their preferences and key information. Experimentation allows you to test different, tailored experiences for these segments, ensuring every traveler gets the smoothest possible path to booking.

What airlines can test in checkout

Once you embrace an experimentation mindset, you’ll see test opportunities everywhere. The goal is to challenge assumptions and find what truly moves the needle. Here are a few powerful areas to start:

  • Call-to-action design: Don’t underestimate the power of a button. We worked with Smartbox to test colour variations of their “Add to cart” button, and a simple color change resulted in a 16% increase in clicks.
  • Payment options: The payment step is the final hurdle. Adding digital wallets is one of the most impactful changes you can make. An analysis by Stripe found that businesses enabling Apple Pay saw an average 22% increase in conversion. It’s a powerful antidote to checkout friction, especially on mobile. You could even explore digital boarding passes that integrate directly with mobile wallets. 
  • Form factor and flow: Is a single-page checkout less intimidating than a multi-step progress bar? Test it and see!
  • Trust-building elements: Reinforce security at the moment of payment. Test the placement of security seals and clear language around your cancellation policies. A simple statement like “Free 24-hour cancellation” can provide the reassurance a hesitant traveler needs.
  • Upsell placement: How and when you present add-ons matters. Test bundling services versus offering them a la carte. You might find users are more receptive to upsells like early check-in or seat selection via a follow-up email after the booking is confirmed, reducing friction in the initial checkout.
  • Mobile-first experiences: Your mobile checkout shouldn’t just be a shrunken version of your desktop site. Test mobile-specific designs with larger tap targets, simplified navigation, and form fields that trigger the correct mobile keyboard layout.

From insights to impact: Building a culture of experimentation

The true power of optimization isn’t found in a single winning test. It’s found in building a culture of continuous learning. When your product, marketing, and engineering teams are united by an experimentation mindset, you stop debating opinions and start making decisions based on data. You dare to go further.

Iberojet increase in clicks

Take Iberojet, for example. The online travel agency questioned whether the order of tabs on their homepage was ideal. Working with us, they ran a simple A/B test to change the order based on user browsing history. That small change increased clicks on the “Search” button by 25%, pushing more users down the conversion funnel.

Another powerful example is Ulta Beauty. Working with us, they’ve embedded experimentation into their innovation process, scaling their program from 20 tests per year to over 65. Rather than relying on assumptions, their teams use testing to get quick, data-driven answers. For example, by testing an overlay with product recommendations in the shopping cart, they drove a 9% increase in revenue and a 15% increase in “add to bag” clicks, proving the value of a nimble, “fail-fast” environment.

This is how you find your better. It’s not about finding one perfect, final version of your checkout. It’s about the restless, determined pursuit of a better experience for every traveler, on every device, every single day. The journey starts with a single question: What will you try?

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Article

Feb 14, 2025
6min read

The Mobile Playbook: Personalization, Performance, and Profitability

John Hughes

John Hughes

Mobile commerce has revolutionized how consumers interact with brands — from browsing products on the go to researching the latest trends. Yet, despite mobile usage soaring, the full potential of mobile commerce remains untapped. While traffic from mobile devices continues to rise, conversion rates still trail behind other channels. What’s driving the gap between browsing and purchasing on mobile? 

In this post, we’ll explore key mobile performance stats, delve into the challenges behind these numbers, and showcase how Quantum Metric and AB Tasty collaborate to help brands close this gap. If you want the your own mobile playbook, the insights shared here are based on data from Quantum Metric’s eBook, How Mobile Performance Builds Consumer Confidence.

1. Mobile is everywhere, but conversions lag.

Mobile traffic is not just a trend, it’s the backbone of online shopping. Consumers are increasingly using their phones for everything from discovering products to making final purchase decisions. However, despite this surge in mobile traffic, conversions still don’t match the volume of visits. So, what’s going wrong?

Insight:

  • Mobile accounts for 73% of monthly traffic, but only 47% of sales.
  • Travel sees the highest mobile traffic (73%), but the lowest sales share (39%).

Challenge:
Consumers love to browse on mobile — reading reviews, comparing prices, and window shopping. But when it comes time to make a purchase, they often shift to desktops or other channels. This disconnect between browsing and buying is a critical challenge.

Solution:
Quantum Metric delivers real-time insights to identify where users drop off in their mobile journeys, helping brands pinpoint key friction points. Armed with this data, AB Tasty can run A/B tests and experiments to optimize mobile conversions by improving layouts, simplifying checkout, or personalizing offers based on user behavior.

2. Personalization drives engagement (and sales).

With so much information available at their fingertips, consumers expect personalized experiences that speak to their unique preferences. But while mobile apps can deliver these tailored experiences, it’s not always the case that mobile users receive the level of customization they desire. So, how can brands keep up with the demand for hyper-personalized mobile experiences?

Insight:

  • 39% of consumers prefer mobile apps, but 33% have reduced app usage.
  • Conversion rates on mobile apps are 3X higher than on mobile web.

Challenge:
Consumers are increasingly expecting experiences that are customized to their preferences. Whether it’s personalized product recommendations or location-based offers, users demand content that resonates with them on a deeper level. But how do brands manage to provide this while maintaining convenience and ease of use?

Solution:
Quantum Metric provides detailed session data, revealing exactly what users are engaging with and where they’re dropping off. AB Tasty then uses this data to create personalized experiences through hyper-targeted experiments, ensuring that each user sees content that’s most relevant to them — ultimately boosting engagement and driving conversions.

3. Building confidence in mobile transactions.

Even with mobile traffic growing, many consumers are still hesitant to make purchases — especially larger ones — on their phones. Trust is a major factor in whether or not a consumer feels confident enough to complete a mobile transaction. But how can brands overcome the hurdles of security concerns and poor mobile experiences?

Insight:

  • 59% of consumers only feel confident making purchases of $50 or less on mobile.
  • Desktop AOVs are 70% higher than mobile for retail and nearly 2X higher for travel.

Challenge:
Security concerns and clunky mobile experiences can drive away customers before they even hit the checkout button. Many consumers feel more comfortable making purchases on desktops, where they associate higher transaction values with a more secure, familiar environment.

Solution:
Quantum Metric identifies friction points — slow load times, security concerns, or error messages — that can erode trust. AB Tasty uses A/B testing and experiments to address these pain points, creating smoother, more secure user flows that enhance trust and improve conversion rates.

4. Performance matters more than ever.

With consumers’ expectations for speed at an all-time high, mobile performance can make or break the user experience. From slow loading times to app crashes, mobile performance issues are a significant barrier to conversions. So how can brands ensure their mobile experiences are fast and seamless?

Insight:

  • 59% of users have experienced slow performance; 43% have faced app crashes.
  • API error rates are 2-3X higher on mobile than desktop, with issues like long spinner rates causing 48% higher friction.

Challenge:
Users have little patience for performance issues. A slow-loading page or app crash can lead to frustration and, ultimately, abandonment. The pressure to deliver fast, smooth mobile experiences is higher than ever.

Solution:
Quantum Metric’s real-time data quickly highlights performance issues, from slow page loads to API errors. Once identified, AB Tasty can experiment with various solutions, optimizing mobile performance and delivering a smoother, faster user journey.

5. Turning data into action.

In the fast-paced mobile landscape, time is of the essence. Consumers expect quick, efficient mobile experiences, and if a transaction takes too long, they won’t hesitate to abandon it. So, how can brands ensure they are responding to user behavior in real time?

Insight:

  • 55% of consumers will abandon a mobile transaction if it takes longer than 3-5 minutes.

Challenge:
The pressure to scale innovation without losing sight of the customer is real. Mobile transactions need to be fast and seamless, or customers will simply walk away — especially when it comes to on-the-go transactions. 

Solution:
Quantum Metric empowers brands with real-time behavioral data that shows where and when users drop off during their mobile journey. AB Tasty then helps turn this data into action by running targeted experiments that address specific friction points, reducing abandonment and improving the overall mobile experience.

Conclusion: turning mobile commerce into your competitive edge.

Mobile commerce isn’t just another sales channel — it’s a key competitive advantage. To succeed, brands must focus on delivering fast, personalized, and secure mobile experiences that build consumer trust. By combining Quantum Metric’s real-time behavioral insights with AB Tasty’s experimentation platform, brands can close the gap between browsing and buying, unlocking the true potential of mobile commerce.

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Article

Dec 17, 2024
9min read

How The Contentsquare & AB Tasty Integration Improves Testing & Drives Results

John Hughes

John Hughes

The Contentsquare & AB Tasty integration helps you optimize your A/B testing lifecycle, driving high-value outcomes with low-risk scenarios. Let’s dive into how this integration will help you improve your customer experience (CX) and boost your growth metrics.

A side-by-side comparison of 2 webpages using Contentsquare analysis

 An overview of the integration

When Contentsquare and AB Tasty are used separately, you only get half the success of your test results. Say you want to test a hero banner. Using AB Tasty, you test 2 versions, and find there’s no improvement to your conversion rate. But, perhaps one of the versions increased customer engagement? Without the help of Contentsquare, you’re limited in your view of how your tests impact your entire customer experience.

Or, let’s say you’ve analyzed your customer journey using Contentsquare and discovered one of your conversion pages has a high drop-off rate. You come up with a hypothesis as to why this might be the case and hard-code a change, but this leads to more drop-offs, not less. Without AB Tasty, you’re unable to test your hypotheses, which results in wasted time, resources, and a potentially worse customer experience.

But, it doesn’t have to be this way. By integrating Contentsquare and AB Tasty, you can dive deeper into your customer experience to pinpoint and prioritize the most critical friction points or opportunities to experiment. You can also build better hypotheses based on key metrics, create and run data-informed tests, and better understand why variations perform well (or not). 

With Contentsquare, you gain a more comprehensive understanding of your customer experience, enabling you to conduct more informed, data-driven tests with AB Tasty.

 Benefits of the Contentsquare and AB Tasty integration

Where Contentsquare provides deep and meaningful insights into your customer behavior, AB Tasty empowers you to act on those insights, in real time.

“AB Tasty is a technology partner with Contentsquare. We facilitate A/B testing, experimentation, personalization, and audience segmentation. We help facilitate activation of the data that you get out of Contentsquare to fuel that endless cycle of experimentation.”

Mary Kate Cassh, Head of Growth Marketing, North America, AB Tasty

Using  Contentsquare and AB Tasty together, you get

  • Unparalleled insights into customer behavior 
  • Hyper-personalization features to deliver tailor-made experiences to boost conversion rates
  • A simplified, streamlined workflow that eliminates data silos by having data accessible across easy-to-understand dashboards
  • Greater business impact by uncovering hidden opportunities in your customer journey and testing your hypotheses before hard-coding changes
  • Comprehensive experiment analysis with easy-to-understand visuals and side-by-side comparisons of your control and variation
  • Continuous improvement to your digital strategy

Want to know the fundamentals of how the Contentsquare and AB Tasty integration works? Learn more.

How Contentsquare can inform your testing in AB Tasty

Let’s look at how this works in practice, using the framework of a continuous testing cycle. There are 5 stages to the continuous testing cycle—here’s how the Contentsquare and AB Tasty integration works to optimize each step along the way:

Stage 1: analysis phase

This first stage involves finding friction points or opportunities at each point of your customer journey. Then, it’s about generating test hypotheses to help solve or optimize the points that need the most attention.

You can break down this stage into 2 forms of analysis. 

  1. Innovation analysis, where you work out whether your content is optimized for the best customer experience you can provide

2. Troubleshooting analysis, where you uncover errors or friction points in the customer journey, preventing users from moving forward.

With Contentsquare’s Experience Analytics, you can find out how your customers are behaving page by page, from entry to exit, and why. With a suite of capabilities, you can deep-dive into your customer experience and analyze areas that need the most improvement.

 Screenshot of Contentsquare’s Experience Analytics dashboard, open on the Heatmaps capability.

Use Session Replay to find out

  • What are the behaviors of customers at critical conversion points?
  • What’s causing rage clicks or other frustration behaviors?
  • Where are customers encountering errors?

Rage clicks are when customers click on an element (clickable or not) of a website or app multiple times in frustration or anger. They’re often caused by technical issues, confusing navigation, or a cluttered design.

Use Journey Analysis to find out

  • What are the top landing pages?
  • What is the lowest-performing landing page?
  • What is the highest-performing journey to reach your goal?
  • What are the most popular journeys?
  • Where do customers drop off or bounce?

Use Heatmaps to find out

  • What’s the most attractive content/category on the page?
  • What’s leading to the most conversions? Is it visible enough?
  • In what order do customers consume the page?
  • Are there any frictions or rage clicks on the page?

Stage 2: analysis resolution

Now you’ve got a few hypotheses to test, it’s time to work out how to prioritize what to test first.

The focus should be on tests with low effort, high reward and those with the biggest impact on your key performance indicators (KPIs).
Contentsquare’s Impact Quantification can help you prioritize your tests and make better decisions by assessing the impact of each test. All you need to do is clarify your goal and then segment users based on whether they completed the goal of your A/B test.

Contentsquare’s Impact Quantification in action.

Impact Quantification can then be used to compare these segments and confirm how much revenue the success of the test will likely generate.

 Stage 3; experimentation roadmap

Once you’ve established which hypotheses have the greatest potential to impact your KPIs, it’s time to start fleshing out your testing roadmap.

This roadmap will help guide every step of your testing process—from the build to the design and copy and finally, the execution. This roadmap is where you detail who’s doing what and when, giving you an overview of your site. This is especially useful if you’re running tests on multiple pages.

The dos and don’ts of your testing roadmap

Do’s

✅ Run your tests in at least 2-week increments to account for site traffic cycles and seasonality.

✅ Color-code your roadmap for the different stages of your experimentation so it’s easy to quickly see where each test is at.

Don’t

❌ Have 2 tests running on 2 pages at the same time—it can muddy the data and lead you to potentially misread your results.

❌ Don’t run multiple tests on the same page independently—use multivariate tests to see how changes to multiple sections interact with one another.

Stage 4: start A/B testing

All that hard work has finally paid off—it’s time to put your hypotheses into action and start running tests with AB Tasty.

Using your roadmap as a guide, start building out your tests in AB Tasty to optimize, personalize, and improve your customer experience.

Stage 5: analysis and results

Get site statistics directly through AB Tasty and couple that with Contentsquare’s customer behavioral insights. 

From AB Tasty, get direct reports based on page statistics—giving you a snapshot of what’s going on in your campaign testing period.

From Contentsquare, as soon as your test goes live, you can watch how your customers behave in the control and variation, side-by-side using Heatmaps and Session Replay. Get a visual understanding of why and how your customers behave differently in your variation and use these insights to inform your next testing phase.

 How the partnership works in real life

Now that you know how the Contentsquare and AB Tasty partnership works, it’s time to see what it’s like in the real world. 

Here’s how 2 leading brands have embraced the integration of experience analytics and experimentation into their CX to drive real growth outcomes.

Clarins

Global skincare company Clarins wanted to find out whether a “wishlist” option on their site would help to increase pageviews and conversions. 

Using the Contentsquare integration with AB Tasty, they tested adding a heart icon to their product listing pages (PLPs) and product description pages (PDPs). This heart allowed users to save their favorite products to potentially purchase them at a later stage.

This test increased the overall number of transactions and resulted in

  • +1.54% increase in basket page views
  • +1.83% increase in transactions

“We are really passionate about continually optimizing what we’re already doing well plus also testing new theories to drive a great customer experience and continue to drive the commercial priorities of our website.”—Roisin O’Brien, Ecommerce Trading Manager at Clarins UK

Hotel Chocolat

British chocolate manufacturer Hotel Chocolat wanted to optimize its digital presence and improve its brand and on-site customer experience. 

Rather than focusing on conversion rates, Mel Parekh, Head of ecommerce at Hotel Chocolate and his team wanted to focus on engagement and clickthrough rates. 

Recognizing the importance of layout and user experience on customer engagement, the goal was to create a more visually appealing and intuitive homepage. 

WithContentsquare’s integration with AB Tasty, his team redesigned the homepage, focusing on the category tiles, which were found to be the most attractive elements on the page.

By optimizing the homepage, they saw a

  • -10% reduction in bounce rates
  • +1.67% increase in visiting time
  • +0.54% increase in overall conversion rates, +7.24% increase on desktop

Mel Parekh, Head of ecommerce at Hotel Chocolate talked about customer loyalty at a recent Contentsquare CX Circle event. 

Smarter insights with Contentsquare

Contentsquare is the all-in-one Experience Intelligence platform designed to be easily used by anyone that cares about digital journeys. With our flexible and scalable platform, you quickly get a deep understanding of your customers’ whole online journey. 

Our AI-powered insights provide those “ah ha” moments you need to deliver the right experiences. You get to work faster and smarter with the confidence to know what to do next to improve your digital experiences. Leading brands use Contentsquare to grow their business, deliver more customer happiness and move with greater agility in a constantly changing world. Our insights are used to optimize the experience on over 1.3 million websites worldwide. For more information, visit: www.contentsquare.com

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Article

Aug 28, 2024
6min read

Hotel Chocolat at CX Circle: Sweetening Loyalty with Experimentation

John Hughes

John Hughes

Welcome to a world where chocolate isn’t just a treat but an experience—a world crafted by Hotel Chocolat, a British group with nearly 31 years of rich history. At the heart of their journey lies a realization: loyalty isn’t bought with discounts—it’s earned through authentic connections and shared values.

Recently, they shared this ethos at the CX Circle event by Contentsquare featuring Mel Parekh, Head of E-commerce at Hotel Chocolat. Mel took the stage to unravel the complexities of customer loyalty—a subject that has never been more critical in the fast-evolving world of eCommerce. The discussion centered around how Hotel Chocolat has navigated the challenges of a changing world while staying true to its brand values using the power of experimentation.

The Secret Ingredient: Authenticity and Quality

Hotel Chocolat stands out in the chocolate industry for its commitment to authenticity and quality. While most chocolate brands are content to source their cocoa, Hotel Chocolat went all-in, growing their own on the lush Rabot Estate in Saint Lucia. This direct control over their supply chain ensures that they use only the highest quality ingredients while helping craft a brand that’s as genuine as the cocoa it cultivates. 

Hotel Chocolat has witnessed a constant change in the e-commerce landscape. They’ve learned to adapt to these changes while staying true to their brand identity. One of their key initiatives has been to clearly define who they are as a brand and to create compelling reasons for customers to return to their site time and time again.

A Changing Landscape

It’s no secret that the world of eCommerce is in constant flux. Prices are rising across the board—from raw materials to operating costs—and the competition for customers is fiercer than ever.  In this environment, retailers must do more with less, finding innovative ways to stand out. 

As customers increasingly engage with various digital platforms and experiences, the range of choices available to them has become almost overwhelming. In this crowded marketplace, standing out from the competition requires more than just eye-catching design elements.

Moreover, the explosion of data in recent years has made it possible for even smaller companies to leverage insights that were once only accessible to larger players. However, the real challenge lies in capturing this data, interpreting it effectively, and, most importantly, implementing it in ways that drive meaningful results. Hotel Chocolat has embraced this data-driven approach, using insights to refine their strategies and create a more personalized experience for their customers with both Contentsquare and AB Tasty.

Building Lasting Relationships with Customers in a Phygital World

Loyalty is the cornerstone of Hotel Chocolat’s strategy in this new era. As a premium brand, they understand that their customers aren’t just looking for a product; they’re looking for an experience that resonates with their values and desires. This understanding has led Hotel Chocolat to focus on building a brand that not only meets customer expectations but exceeds them by offering a unique, personalized experience.

One of the key strategies they’ve implemented is their “phygital” approach, which blends the digital and physical worlds to create a more personalized, engaging shopping experience. This approach is centered on three key principles:

  • Instant: Reducing delay or lag to ensure a smooth customer experience.
  • Connected: Creating a more personal connection with each customer.
  • Engaging: Giving customers a sense of control over their shopping journey.

 Make the Experience Personal

With over 120 different chocolate recipes, Hotel Chocolat faced this challenge: how do you help customers find the perfect product without overwhelming them? Their solution was gamification—a method that makes the shopping experience more fun and interactive. In Spring 2023, they launched the “Chocolate Love Match,” a quiz that matches customers to one of six flavor profiles. This not only narrows down the selection from 120 options to 20 or 30, making it easier to shop but also helps customers find the perfect gift for friends and family based on their flavor preferences.

The personalization doesn’t stop there. 

Hotel Chocolat also leverages machine learning and tools like AB Tasty to improve their customer experience further. For instance, they’ve been experimenting with “Add to Bag” personalized recommendations. This initiative is crucial, especially as acquisition costs rise, making it more important than ever to maximize the value of each customer interaction.

Using AB Tasty, they tested two variations: one that showed products frequently bought together and another that displayed recently viewed items for easy access. Both approaches tested positively, resulting in a 5.31% increase in average order value and a 2.87% boost in revenue. 

Embracing Data for Optimization

Hotel Chocolat has also focused on optimizing its digital presence, particularly their website. Working with AB Tasty, they undertook a redesign of their homepage, recognizing that the layout and user experience across devices play a critical role in customer engagement. The goal was to create a more visually appealing and intuitive experience that could better connect with customers online—especially when you can’t taste or smell the products.

The results speak volumes. By optimizing the homepage, they saw a 10% reduction in bounce rate, a 1.67% increase in visiting time, and significant improvements in conversion rates—up 0.54% overall and a substantial 7.24% on desktop. This uplift was largely due to better highlighting the most attractive elements on the homepage, such as category tiles that drive higher conversion and revenue.

Loyalty from a Brand Perspective

Mel Parekh left us with three takeaways for building a brand that stands the test of time:

  1. Embracing Change: It shows that your brand is up-to-date and ready to adapt. Staying agile ensures that your brand remains relevant and continues to serve your customers, no matter the circumstances.
  2. Listening and Understanding Customers: If loyal customers aren’t heard and understood, they’ll lose their preference for your brand and start considering others.
  3. Sticking to Your Values: Clearly reward loyal customers for their loyalty, and make sure to differentiate between who is loyal and who isn’t.

Conclusion

Loyalty isn’t just about offering a great product; it’s about creating connections that resonate. Hotel Chocolat has perfected this recipe by blending their commitment to quality with a data-centric culture. Experimentation and data from AB Tasty have allowed them to be able to improve in all areas – whether that is personalization, gamification of their loyalty scheme, or the link between their online and physical shops. Experimentation has improved more than just their CRO but has helped define who they are and what they stand for.

Find out more in Mel’s talk below:

Hotel Chocolat at CX Circle

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Article

Mar 25, 2024
3min read

Analytics Reach New Heights With Google BigQuery + AB Tasty

John Hughes

John Hughes

AB Tasty and Google BigQuery have joined forces to provide seamless integration, enabling customers with extensive datasets to access insights, automate, and make data-driven decisions to push their experimentation efforts forward.

We have often discussed the complexity of understanding data to power your experimentation program. When companies are dealing with massive datasets they need to find an agile and effective way to allow that information to enrich their testing performance and to identify patterns, trends, and insights.

Go further with data analytics

Google BigQuery is a fully managed cloud data warehouse solution, which enables quick storage and analysis of vast amounts of data. This serverless platform is highly scalable and cost-effective, tailored to support businesses in analyzing extensive datasets for making well-informed decisions. 

With Google BigQuery, users can effortlessly execute complex analytical SQL queries, leveraging its integrated machine-learning capabilities.

This integration with AB Tasty’s experience optimization platform means customers with large datasets can use BigQuery to store and analyze large volumes of testing data. By leveraging BigQuery’s capabilities, you can streamline data analysis processes, accelerate experimentation cycles, and drive innovation more effectively.

Here are some of the many benefits of Google BigQuery’s integration with AB Tasty to help you trial better:

  • BigQuery as a data source

With AB Tasty’s integration, specific data from AB Tasty can be sent regularly to your BigQuery set. Each Data Ingestion Task has a name, an SQL query to get what you need, and timed frequency for data retrieval. This information helps make super-focused ads and messages, making it easier to reach the right people.

  • Centralized storage of data from AB Tasty

The AB Tasty and BigQuery integration simplifies campaign analysis too by eliminating the need for SQL or BI tools. Their dashboard displays a clear comparison of metrics on a single page, enhancing efficiency. You can leverage BigQuery for experiment analysis without duplicating reporting in AB Tasty, getting the best of both platforms. Incorporate complex metrics and segments by querying our enriched events dataset and link event data with critical business data from other platforms. Whether through web or feature experimentation, it means more accurate experiments at scale to drive business growth and success.

  • Machine learning

BigQuery can also be used for machine learning on experimentation programs, helping you to predict outcomes and better understand your specific goals. BigQuery gives you AI-driven predictive analytics for scaling personalized multichannel campaigns, free from attribution complexities or uncertainties. Access segments that dynamically adjust to real-time customer behavior, unlocking flexible, personalized, and data-driven marketing strategies to feed into your experiments.

  • Enhanced segmentation and comprehensive insight

BigQuery’s ability to understand behavior means that you can segment better. Its data segmentation allows for categorizing users based on various attributes or behaviors. With data that is sent to Bigquery from experiments, you can create personalized content or features tailored to specific user groups, optimizing engagement and conversion rates.

Finally, the massive benefit of this integration is to get joined-up reporting – fully automated and actionable reports on experimentation, plus the ability to feed data from other sources to get the full picture.

A continued partnership

This integration comes after Google named AB Tasty an official Google Cloud Partner last year, making us available on the Google Cloud Marketplace to streamline marketplace transactions. We are also fully integrated with Google Analytics 4. We were also thrilled to be named as one of the preferred vendors from Google for experimentation after the Google Optimize sunset. 


As we continue to work closely with the tech giant to help our customers continue to grow, you can find out more about this integration here.

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Jul 11, 2023
5min read

The Future of Digital Personalization: EmotionsAI by AB Tasty

John Hughes

John Hughes

At AB Tasty, we understand the importance of personalization in reaching your audience. We also know that up to 80% of consumers are more likely to complete an online purchase with brands that offer personalized customer experiences.

We have worked extensively to enable businesses to dynamically customize website content, product recommendations and promotional offers based on individual user preferences, behavior and demographics.

However, website experiences have not lived up to customer expectations when it comes to feeling understood by brands. If brands can’t bring relevance to their audience, at the very least they should reduce frustration and negative emotions.

The role of emotions

Emotions have a big impact on the entire purchasing journey. Brands not only need to understand customer preferences, but they also need to understand the emotional impact behind each decision. People are not always rational when it comes to making buying decisions – and not all people react in the same way.

Emotions play a huge role in how we make our decisions. In fact, once we start to think of the customer journey as a succession of micro-decisions (e.g. clicking on a CTA is one of them), we can easily understand how important it is to serve a personalized experience depending on emotional profiles. 

What if you can understand your customers beyond the surface level? To make concrete data-driven decisions based on the abstract notion of emotional needs in order to connect with audiences like never before? To be equipped with more knowledge and data on your customers’ behaviors? To be able to use language to describe different shopper personalities? 

How can you optimize according to the distinct desires of each person?

The next step in digital personalization: AB Tasty’s EmotionsAI

Hundreds of behavioral patterns uncover your buyers’ emotional needs and train our EmotionsAI algorithm.

At AB Tasty, we love to push the boundaries of digital experiences which is why we are excited to launch our most recent acquisition. With EmotionsAI, you can experiment with unique, personalized messages for each visitor type, delve into data to understand their needs, conduct tests to identify effective messaging and construct personalized journeys targeting specific emotional needs.

Formerly known under the name Dotaki, this new technology is based on years of psychographic modeling, customer journey mapping and AI technology combined with real-time interactions on your site and device usage.

Brands are already using EmotionsAI and AB Tasty to:

  • Understand the emotional needs of audiences to bolster their Experience Optimization roadmap with effective messages, designs and CTAs that activate their visitors.
  • Have more winning variations by digging deeper into what works and for which type of personality with analytics.
  • Personalize campaigns by targeting based on emotional needs in the AB Tasty Audience Builder.

Customer Segmentation By Personality Type

EmotionsAI can help you understand what type of visitor is on your site. For instance, if they were classed as a “Competitive” visitor, they would react strongly to either social proof or labels that indicated previous sales or limited stock on products. If they were considered a “Safety” visitor – they would be looking for a clear, secure payment system, with easy reassurance along the way. Pragmatic visitors, who are looking for “immediacy” want the quickest route to order completion, with as few blocking points as possible.

Results

Once you are able to classify visitors with EmotionsAI, you can then start using winning variations to address their specific needs.

You can instantly identify when a variation meets the emotional need of a portion of the audience. The impact on the test success rate is impressive: with EmotionsAI, it is possible to detect a significant impact on sales in 3 times more A/B tests. This opens the door to easily implement personalizations targeting visitors on the most relevant criterion: the emotional.

In addition, the emotional segments make it possible to identify which stages of the online journey do not respond well enough to the emotional needs of the audience and generate a shortfall. This gives you ideas for future tests, for example, adding a reassurance strip to a basket stage. A/B tests based on these emotional insights have a success rate twice as high as the average.

We have seen a massive increase in revenue from previous customers. More than 60% of test variations show a successful business impact compared to 10% without EmotionsAI. Additionally, personalization campaigns using EmotionsAI have driven revenue increases ranging from 5% to 10%.

Stay ahead of the curve with the next step in experience optimization by mastering emotional personalization with EmotionsAI. Let your audience be seen by incorporating learning algorithms to map customer behaviors for predictable buying profiles.

EmotionsAI is an AI-Powered Segmentation Tool by AB Tasty, allowing for better personalization and higher conversion rates.

Want to find out more? Get in touch with us today!

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May 24, 2023
3min read

AB Tasty Teams Up with Google Cloud

John Hughes

John Hughes

We are thrilled to announce that AB Tasty is now an official Google Cloud Partner, the next step in the strengthening of our partnership with Google.

With this partnership, our clients and partners can now benefit from the combination of AB Tasty’s powerful digital experience tools and Google’s secure and reliable platform.

Whether you are looking to engage and activate your clients or create resilient digital products that deliver exceptional customer experiences and strong business results, AB Tasty’s suite of products is now easier than ever to access. 

From experimentation to personalization, server-side testing, feature flags, search and product recommendations, our solutions are designed to help you achieve your goals and take your digital experiences further.

Google Cloud Marketplace

With AB Tasty available on the Google Cloud Marketplace (GCM), product and marketing teams can easily integrate AB Tasty’s digital experience tools into their existing Google Cloud vendor relationships, without the need for time-consuming vendor certification processes. 

The streamlined marketplace transactions and standardized terms also provide added peace of mind, requiring less involvement from legal and contracting teams, and enabling product teams to deploy AB Tasty solutions quickly and efficiently.

It also means businesses can be more flexible and agile if they want access to our experimentation tools to quickly set up accounts and contracts through Google. Businesses with an annual commitment to Google Cloud can easily incorporate AB Tasty solutions into their existing packages and quotes, while also gaining access to established vendor relationships with Google Cloud. 

Additionally, the partnership allows businesses to take advantage of Google Cloud’s flexible billing options, as GCM automatically breaks up annual commitments into monthly charges on their Google Cloud Platform (GCP) bill. This makes it easier for businesses to manage their digital marketing budgets and adjust them according to their needs. 

Finally, it enables businesses to count their AB Tasty departmental spend against their broader GCP Cloud infrastructure committed spend, helping them maximize their overall investment in Google Cloud. Partnering with Google Cloud and AB Tasty provides businesses with a more streamlined and cost-effective approach to digital marketing.

Our Strengthened Relationship with Google

Following the announcement of our integration with Google Analytics 4  (GA4) and AB Tasty being chosen at one of Google’s vendors of choice after the sunset of Google Optimize, this news takes our relationship with Google to new heights:

“As the first platform to integrate bi-directional synchronization with Google Analytics 4, and being one of the three partners highlighted by Google for the Optimize sunset, AB Tasty has established strong ties with the tech giant.” said Remi Aubert, CEO and Co-founder of AB Tasty. “Moreover, as one of the top Google Cloud partners and the largest digital native on the platform, AB Tasty is the ideal partner for navigating the Google Optimize sunset.”

As AB Tasty continues to help clients improve each touchpoint of their customer experience journey, we’re pleased to cement our ties with Google so strongly. Our work with Google fuels the growth of our software for experimentation, personalization, recommendation and intelligent search. In an increasingly competitive market, this strategic alliance provides businesses with the competitive edge they need.

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Apr 12, 2023
4min read

AB Tasty Unleashes New GA4 Integration for Next-Level Experimentation

John Hughes

John Hughes

We know how important data is to our clients. Understanding what people are doing on your website, app, or mobile site, is vital for businesses to create the best digital experiences. To meet customer demands for a more personalized experience, brands turn to AB Tasty to optimize at every stage of the digital customer journey.

And now we’re taking your data-driven optimization strategy even further with our GA4 integration.

What this integration means for marketing teams

By connecting AB Tasty and Google Analytics 4 (GA4), marketing teams have a clearer vision of how visitors interact with their site via advanced analytics on CPA, conversion rate, bounce rate, SEO and traffic. This integration means you can use data from either tool to better understand the effects of your experimentation during or post-rollout and drive more innovative ideas with data-backed hypotheses.

With this simplified integration, you can seamlessly connect Analytics with AB Tasty enabling you to leverage the robust reporting and intelligence features of Analytics, while taking advantage of our digital experience software.

The AB Tasty and Google collaboration offers businesses a powerful toolkit for optimizing their digital experiences and driving better results. By combining advanced analytics capabilities with sophisticated testing and personalization features, businesses can gain a competitive edge and deliver more value to their customers, deepen their understanding of users’ behavior and preferences, and use that knowledge to create more effective and engaging experiences.

With the ability to test and personalize every element of their digital experiences, businesses can ensure that their websites, apps, and campaigns are optimized for maximum engagement and conversion, ultimately leading to increased revenue and customer loyalty. In short, the AB Tasty and Google integration is essential for businesses looking to stay ahead of the curve in today’s fast-paced digital landscape.

AB Tasty partners with Google Cloud

As AB Tasty strengthens its partnership with Google, we are delighted to announce that we are an official Google Cloud Partner. 

This means that clients and partners can access AB Tasty’s digital experience tools and Google’s secure platform. Engage and activate your clients through AB Tasty’s suite of products, testing and experimentation, personalization, server-side testing, feature flags, search and product recommendations, to create resilient digital products, make exceptional customer experiences, and deliver strong business results.

A continued partnership

This strategic alliance is crucial for businesses looking to offer exceptional products and services to their customers. By harnessing the advanced capabilities of AB Tasty’s platform and Google Cloud’s cutting-edge technologies in AI and ML, this partnership promises to empower companies in delivering optimized solutions that drive superior outcomes for their consumers.

Businesses with an annual commitment to Google Cloud can easily add AB Tasty solutions to their packages and quotes with ease. The partnership will also enable customers to access existing vendor relationships with Google Cloud, streamlining the deployment of AB Tasty on the platform.

Google Optimize Sunset

AB Tasty is excited to be a launch partner for Google Analytics newly released experimentation dimension and to help Google Optimize customers transition to new software.

By making the move to AB Tasty, you can gain access to top-of-the-line experience optimization tools to elevate your digital experiences to the next level. For companies that have progressed further in their CRO journey and require more extensive experimentation capabilities, AB Tasty provides a superior solution.

Discover the perks of our advanced solution that delivers a range of integrations with diverse providers, personalized features, pre-built widgets for optimizing the customer journey, and expert CSMs and account managers to offer personalized support throughout the entire contract period. This includes seamless transfer of your test history and data from Google Optimize.

Improving each touchpoint for your customers and learning from every product and feature rollout can have a big impact on your ROI.

The GA4 and AB Tasty integration levels up your ability to create highly personalized experiences for each step of the customer journey with a wide range of audience targeting options and in-depth data on user behavior.

Are you ready to make the move?

The post-Google Optimize world doesn’t have to be bleak. 

As one of Google’s top picks as your new A/B testing platform, AB Tasty is a best-in-class A/B testing tool that helps you convert more customers by leveraging experimentation to create a richer digital experience – fast. This experience optimization platform embedded with AI and automation can help you achieve the perfect digital experience with ease.

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Dec 7, 2022
7min read

Understanding User Behavior Through Data

John Hughes

John Hughes

As part of our customer-centric data series, we are speaking with AB Tasty partners about how brands can use data to better profile customers, understand their needs, and forge valuable emotional connections with them, as well as measure overall digital impact and build a data-based, customer-centric vision.

You can catch the beginning of the series here. For our 8th installment, we spoke with Helen Wilmot, UX Director at Dentsu International. Dentsu is one the largest marketing and digital companies in the world and provides communication, marketing and digital strategies across a range of disciplines. Helen leads the UX strategy and research for Dentsu.

Why customers come to Dentsu

Dentsu is an integrated global company. People are often looking for the different channels they operate in, as well as having several disciplines collaborating under one roof to serve a client. More than that, Dentsu is a multi-national company with a network of global expertise focused on how to provide value to clients so that they actually see that they are linked to something that’s larger. Specific to the  UX and optimization team, they are tightly integrated with other channels such as brand and digital strategists, SEO, and commercial. All of those aspects are taken on board when they are looking at optimization.

That means growth is one of the major factors at play: “We are firmly focused on being customer-centric and providing value for the users,” says Helen. “We also live in the real world and we want to tie that value to real growth. We know that being customer-centric drives growth, study after study after study shows that, but it’s important that we can show that ourselves in our own behaviors.”

Understanding user behavior

Helen stresses that there is no single way to understand user behavior and as such it will often depend on what is appropriate for the research or business problem at hand. Dentsu combines many techniques when looking to understand customer behavior, often a balance of qualitative and quantitative data. In many cases they are looking for a breadth of data to make it accurate – interviews, usability testing, AI, eye tracking, data insights, and card sorting all play a part.

The techniques employed depend on the customer and the business model. Consistently, however, they are led by data. Researchers perform usability tests, both at a distance via remote studies and in-person moderated use testing. Having users try something out in their own environment using their own devices also helps Dentsu asses more natural behavior. They sometimes employ ethnographic techniques, which are borrowed from anthropology, as researchers are embedded in users’ real experiences. Looking at interaction with a topic or task in real-time, this research is more generative and exploratory but can help uncover larger issues. New technology in behavioral science and neuroscience can look at emotions, implicit response testing and eye behavior.

What customers say they want and how they actually behave

Specifically, when Helen’s team conducts interviews they look at how users behave as well as what they say. 

“User testing should be about observing,” shares Helen. “If the user said they found the task easy, but they clearly didn’t, it’s a sign to use our critical thinking to evaluate that feedback.” 

So Dentsu always dig deeper to back those statements up with data. They have a rigorous approach to their research, including the use of a laddering technique used to get to the root cause of people’s thoughts and experiences. “It’s all working within the reality of how we know people’s minds work. We know that people are terrible at remembering exactly how they felt and terrible at predicting our own behavior. So that’s not to say that experiences don’t matter but as researchers, our job is to work within the reality of how human psychology works too,” says Helen.

The importance of testing and experimentation

Another way Dentsu works to validate user feedback is with a reliance on A/B testing. In the past, they have had users report certain things that motivate them, but the A/B tests do not back up that information. For Dentsu, testing out a hypothesis is a crucial part of their optimization process and it is unthinkable that they would go ahead with new ideas without testing them first. 

“I think it’s a bit of an act of hubris If you don’t go ahead and test,” stresses Helen. “The risk just absolutely shoots up, and you can’t de-risk a solution without testing it. Even if a solution is successful and is fit for purpose, there are always iterative changes that you can make. That is the beauty of a testing and experimentation mindset. You are never finished, and we never think that what we do is perfect.”

Testing allows Dentsu to move at speed. Some tests don’t always work, but Helen points out that losing tests also brings a wealth of information for other ideas. Knowing something doesn’t work for your users informs you for your next test and when you are working with future customers, it can point you in the right direction as to what techniques are currently effective for messaging and psychological persuasion.

The KPI’s and metrics within user behavior

For UX, one if the main KPIs is NPS (Net Performance Score), just as it was for Realise. In usability tests, Dentsu will look at the number of errors someone makes. If they are testing a certain structure or tree testing, they will look at success rate and directness. NPS compliments all of these because it has numerous studies behind it associated with growth. There is also a holistic view to take when it comes to user behavior metrics: what areas within the business are being affected by friction on the website? It could be customer support, payment or delivery, but they are all vital to the user experience.

A good user journey

A good user journey will always provide revenue. The two are intrinsically linked for Dentsu. If you get it right, people become more engaged in the brand, more engaged with what you are offering and it makes them more likely to do what you want. Helen wants to go further, though. Usability and revenue are vital aspects, but they are only the beginning.

Helen explains, “I think usability is the absolute baseline that we should aim for, and we really should be focused on delighting customers while creating emotionally resonant experiences. There is strong data on the link between emotion, memory and brand perception and by creating these rich, emotionally resonant experiences we can boost lifetime value. 

It seems that in the current climate, people are placing an emphasis on the bottom line and conversion, but, as Helen shares, the original thinkers on UX such as Donald Norman were looking to delight to provide insight into optimization. Brand and user experience are inevitably related and users who have an emotional connection with a brand will give you more and more chances to be present in their lives.

“It’s important to view delight as a bit of a North Star. If you make your users happy, you’ll make shareholders happy as well.”

You can find out more about our Customer Centric led by looking at our previous installment on how to solve real user problems with a CRO strategy.

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Oct 4, 2022
6min read

How to Become a Data-Centric Company

John Hughes

John Hughes

Get caught up with the series introduction here or read the previous installment, Building Customer-Centric Cultures with Data.

In our next installment of the  Customer-Centric Data Series, we spoke to Stephen Welch, Managing Director, and Ian Bobbit, Chief Analytics Officer from Realise about how businesses can become data-centric companies. Realise, a part of the larger Unlimited Group, helps brands make data-driven decisions to maximize growth. 

They discussed how organizations can structure themselves better to become data-driven, what teams, structure, tech stack and KPI’s you need to look out for, as well as some details on personalization and customer lifetime value.

What are the main challenges facing companies that want to become data-centric?

The first thing both Ian and Stephen stress is that most companies already have a large amount of data, but that data can sometimes be siloed by teams. The first challenge is being able to consolidate that information and understand its potential. 

Another challenging factor is needing the buy-in from key stakeholders. There needs to be a senior leader in the team who wants to learn from data. Having someone on board, who can manage across multiple teams, will help companies identify data that describes their customers and behavior on a day-to-day basis.

So if we know that the data is already there, the other challenge is to ensure it is being used to reach the correct conclusions. Often companies can have a strategy that is not evidence-based. Becoming data-centric is about being able to recognize effective KPI’s and data about your consumer behavior.

“We try and understand who your customers are and how they interact with your business. Therefore we’ll be quite focused on the customer touch points that’s a really an area that gets us for us,” says Stephen.

Transforming a company to becoming data-centric

Being able to transform a company to be truly data led is not an easy process. Key stakeholders need to be involved and teams need to be able to speak to one another. Ian and Stephen both identified conflicting team goals as one of the reasons companies are not as effective as they could be. 

“What we’re really trying to do by becoming more data-centric is provide rich and broader information such as context around the customer that shows needs and behaviors,” says Stephen “We also look at how to engage the business beyond just one specific channel.”

The initial stage often begins with a data-rich area used to prove the effectiveness of change in one specific area and get buy-in from the larger company stakeholders. Next, is to ask business leaders questions like what do they want to achieve? Where do they want to get to? Where are they currently? All these factors help identify what data the company should be looking at to build its data maturity curve.

The search for personalization

We know from our customers at AB Tasty that personalization is one of the most sought-after features for CX. The way to achieve that is through data. One of the reasons it is so difficult to get right, according to Realise, is that the idea of “personalization” means different things to different people. Ian points out that once you start to personalize, you need to have the resources to create content for each different segment and this, in turn, can lead to some very complicated workflows and messaging. 

“It requires an awful lot of data, thinking and planning because once you’ve started automated personalized columns, it becomes quite complicated quite quickly,” says Stephen.

Both Ian and Stephen are excited about the new technology appearing on the market to support this, but urge caution as to whether this actually improves companies bottom line, efficiency, as well as overall CX.

Customer Lifetime Value

What they do value as a metric is CLV, complementary to looking at your data in a holistic way. As we approach more difficult times for companies, being able to concentrate on giving your brand value is really important. Ian and Stephen are enthusiastic about brands that are less focused on transactional value with their marketing.

Stephen spoke about a brand that looked at the metrics of their mailing over a year to calculate the incremental increase, rather than looking at the transactional value of each one: “Whatever you’re looking at, if you don’t look at that longer-term affinity and engagement for future value, you’re missing a trick.”

Customer Loyalty Schemes are also part of CLV and Realise works hard to help companies improve them. Part of this is being able to understand who your customers are and what value they are looking for from your brand, in addition to identifying the target metrics you hope to achieve through loyalty schemes  Measuring loyalty can be difficult and the cost of running such schemes is often expensive. Companies need to create a business case for it, with clear expectations and markers of success.

The KPI’s for a Data-Centric Company

No two businesses are the same, but we pressed Stephen and Ian to give us an idea of what KPI’s they look for. It is important to see which reports teams are accessing and what metrics they use on a day-to-day basis. To know for certain that companies are looking at future growth, measuring acquisition, churn and NPS is key. 

Engagement is also a crucial metric for parsing Customer Lifetime Value. Stephen adds that Data-centric companies should also look at their spend. Sometimes they look at the profit of a particular action, but don’t actually benchmark to see if they could have achieved more. 

Each company can be different, but you can approach CLV with a different focus each time – your company (how much profit it is making), your customer (how they are behaving) and your staff (do they have the right tools to help them make decisions).

You can find out more about our Customer Centric led by looking at our previous installment on How To Measure Your Digital Impact.

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