Devred Turns E-commerce Site Into a Strategic Growth Lever Thanks to AB Tasty
35%Weight in revenue
10%Utilization rate
Devred’s Digital Success Strategy:
Recommendations, Merchandising, and Web Experimentationwith AB Tasty
Devred, the iconic men’s ready-to-wear brand, has risen to a major challenge: transforming its e-commerce site into a remove genuine driver of strategic growth.
With 300 physical shops and a well-established in-store identity, Devred has embarked on an ambitious drive to conquer digital experiences, attract younger customers, and boost its online performance.
The company chose AB Tasty to implement a comprehensive solution combining recommendations and merchandising as well as web experimentation in order to, reinvent the online customer experience and maximize its digital impact.
Download our case study to see how Devred achieved significant online sales growth by harnessing improved personalization and strategic merchandising, boosting the digital channel’s contribution to overall sales.
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EmotionsAI Fuels a Bold Approach for a North American Insurance Company
140%application submissions
340%emails addresses collected
A North American insurance company, known for providing health and life insurance, partnered with AB Tasty to take its customer experience to the next level. Using EmotionsAI, they transformed how they connect with their customers—getting to the heart of what people really want and need. The result? Smarter, more agile personalization that boosts engagement and drives big results.
CHALLENGE
In the early days of its digital transformation, the company relied on assumptions to guide its personalization strategy. This approach made it hard to keep up with user needs, let alone adapt quickly. They needed a solution that wasnʼt just smart—it had to be insightful and flexible. Thatʼs where AB Tastyʼs EmotionsAI came in, turning their assumptions into a data-driven game plan, enabling bold, agile strategies powered by emotional insights.
EXPERIMENTING WITH EMOTIONSAI
EmotionsAI opened up a whole new world of understanding. By segmenting users based on emotional needs—like “Need for Competitionˮ and “Need for Safetyˮ—the company started creating hyper-targeted, meaningful experiences. Every insight became an opportunity to test, tweak, and try again, helping them build momentum toward measurable success.
Boosting engagement with email capture Low engagement on the dental page for mobile users was a challenge. This prompted the team to introduce an “Email My Quoteˮ pop-up for those who hadnʼt scrolled within 20 seconds. This simple nudge proved highly effective in capturing leads: ● 340.54% increase in email addresses collected ● 0% impact on ongoing application activity
With EmotionsAI, weʼre finding unique ways to capture our usersʼ attention and engage them effectively.
AVP of Ecommerce
Winning Back Application Abandoners Not every customer finishes what they start. For users who abandoned their application but returned to the dental landing page, the team tested an automatic quote widget. This gentle reminder worked wonders: ● 95.83% increase in applications started ● 23.47% increase in applications submitted
Addressing “Need for Immediacyˮ with FAQs For users craving quick answers, the team brought FAQs front and center—strategically placing them right above the quote area for dental insurance. By giving customers what they needed faster, they encouraged more completed applications: ● 140.33% increase in application submissions with FAQs above the quote section.
“The insights from EmotionsAI enable us to fine-tune content placement based on customer needs, driving immediate results.
Digital Marketing Strategist
Engaging Non-Buyers with a Pop-In Not every visitor is ready to commit right away, and thatʼs okay. For users lingering on the page without taking the next step, the team used a pop-in targeting emotional segments like “Safety,ˮ “Comfort,ˮ “Community,ˮ “Immediacy,ˮ and “Notoriety.ˮ It was the nudge these users needed: ● 55.18% increase in Kit submits among targeted segments.
INTERNAL IMPACT
EmotionsAI has transformed how this insurance provider approaches testing. By embracing a data-driven culture of agility and improvement, the team has started building trust across the organization. Marketing and customer service are now exploring how EmotionsAI insights can refine their strategies, setting the stage for future cross-department collaboration. While iterative testing has long been part of their process, EmotionsAI takes it to the next level. By integrating emotional segmentation into their strategy, the team has made testing more precise and impactful—turning insights into actions that resonate with their audience.
EmotionsAI is not just a tool; itʼs changing how we approach customer experience, making us bolder and more effective across the board.
Ecommerce Manager
With EmotionsAI, this North American insurance company is just getting started. Hereʼs whatʼs next: ● Personalized call center experiences: Using emotional insights to make real-time interactions more meaningful. ● Smarter digital remarketing: Refining campaigns to resonate with high value customer segments. ● Organization-wide adoption: Expanding EmotionsAI insights across all teams for a unified, customer-first strategy.
CONCLUSION
With the AB Tasty platform and EmotionsAI, the company has shifted from a one-and-done testing mindset to an agile, always-evolving strategy. Every test brings them closer to their “betterˮ—creating smarter, more meaningful experiences for their customers and empowering their teams to think big, act boldly, and keep improving.
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How GANNI Styles Brand Identity Through Experimentation
Introduction: who is GANNI?
GANNI is a Danish contemporary luxury fashion brand renowned for its ready-to-wear collections, including clothing, shoes, and accessories.
Founded in 2000 and known for its effortless Scandi-cool aesthetic, the brand has evolved into a global name, offering a fresh and vibrant take on modern women’s fashion. With a focus on responsible practices, GANNI is committed to positively impacting the planet, aligning with sustainability initiatives such as using organic and recycled materials. Ganni sells its collections online to customers worldwide, including Europe, North America, Asia, and Australia, making its mark in over 40 countries.
At the heart of GANNI’s business is a community focused on changing a broken fashion system. Led by Ditte and Nicolaj Reffstrup, the brand uses responsible practices as a force of positive change for style, people, and planet.
GANNI has been creating bold, expressive, and responsibly-minded products for radical optimists everywhere. More than just a fashion brand, Thay embrace innovation for responsible progress, integrating creative approaches into every aspect of its business, from products to brand identity.
What does experimentation bring to GANNI?
Identifying itself as a ‘progressive luxury’ brand, experimentation plays a crucial role in how GANNIi’s market position, being customer-centric and defining their brand identity.
While they benchmark and look at other luxury brands, they use experimentation to make better decisions on their brand. It allows them to understand how users behave online, how they engage, how they interact and how they see GANNI. Monika Tamics, Director of Digital Product, explains “We are looking for what customers are struggling with. We identify these, come up with a solution, test it and enhance the online shopping experience by making it easier to find and purchase products, and provide a smoother, more enjoyable shopping journey for greater satisfaction.”
They use AB Tasty to power their experimentation program, successfully running tests that consistently boost conversions and AOV, improve site functionality, and make decisions based on data. By iterating on key features like search, checkout, and more, GANNI continues to improve their site.
Monika goes on to say: “AB Tasty is a platform where there are no limitations, it’s very user friendly, and anyone at any time can go in to look at the data and provide a better user experience for our customers.”
“AB Tasty is a platform where there are no limitations, it’s very user friendly, and anyone at any time can go in to look at the data and provide a better user experience for our customers.”
Monika Tamics, Ganni Director of Digital Product
Driving brand identity through continuous experimentation
GANNI prioritizes the customer in their testing process by identifying pain points in the user journey and implementing solutions to enhance the online experience. To ensure these tests are effective from a business perspective, GANNI’s team evaluates the entire customer funnel, from the initial interaction to the final checkout. This comprehensive approach has revealed key insights.
By focusing on these incremental changes, GANNI’s experimentation strategy not only improves site performance, but also deepens customer engagement, encouraging browsing and product discovery. With AB Tasty empowering them to scale their experimentation program, Ganni is able to continuously test, learn, and optimize their digital experience. Each change brings deeper insights into their identity, helping to define who Ganni is as a brand.
Testing and learning: the search bar
GANNI conducted a large-scale analysis of their website to identify low-hanging opportunities that could make a big impact. One area they quickly observed was the high number of users searching for specific products, a behavior commonly seen across fashion brands. Site search is a powerful tool, often driving higher conversion rates. In fact, studies show users are nearly 40% more likely to convert than those who don’t use it. GANNI’s challenge with their search bar was that it wasn’t prominent enough.
They found that visitors who used their original search function experienced a significant drop in conversion rates. To address this, they focused on making the search bar more visible and user-friendly. They implemented several tests, including adding a border around the search bar, increasing the visibility of the magnifying glass icon, and testing different variations such as a longer search bar with a text hint.
From these simple yet impactful tests, GANNI achieved a 7.5% increase in conversion rates and a massive 21.9% uplift in users engaging with the mobile search function.
Another example of incremental learning, GANNI’s test-and-learn mindset allowed them to experiment with changes that significantly improve their user’s customer journey. By optimizing the search experience, GANNIi made it easier for customers to find products they love, driving higher engagement.
Ganni’s checkout challenge
The checkout process presented another key opportunity for GANNI’s experimentation team. Initially, users were required to enter their email address before accessing the checkout page – a step that caused a drop-off in the funnel. GANNI hypothesized that this barrier led customers to assume guest checkout wasn’t an option, prompting cart abandonment.
Not all tests are winning tests and GANNI’s experimentation on the checkout page is a good example of this. During the first round of tests, designed to clarify the availability of guest checkout, gave inconclusive results. Undeterred by the initial results, GANNI’s experimentation program continued testing.
They refined their approach, focusing on simplifying the checkout flow by combining the email entry and information input into one step. The team’s determination paid off, generating an impressive uplift in conversions.
Although it was frustrating when the first round of tests didn’t deliver the expected results, GANNI’s Senior Digital Project Manager, Anders Skaarup, notes how they “provided some kind of insights toward the overall purchase funnel or discovery funnel for the user.” By testing barriers in the user journey, GANNI not only improved conversion rates but also deepened their understanding of how small changes can have a significant impact on customer behavior and these learnings led to them adding more and more improvements on the checkout page.
Small changes, big impact
The checkout process or search function can make or break a customer’s decision to complete their purchase. GANNI’s experience is a testament to the power of iterative testing. By identifying key drop-off points and continuously refining their approach, the team is able to remove friction points and unlock valuable insights into user behavior. Not only does this improve CRO and minimize potential revenue loss, but AB Tasty also improves the brand’s overall digital experience. GANNI isn’t reliant on gut feelings or abstract concepts when it comes to experimentation – the team tests, learns and makes data-driven decisions that shape their brand identity.
A better site for a better customer experience
GANNI wants to speak to their customer group – and the more they can understand them, the better the user’s digital experience. By fostering collaboration across departments, they ensure that all teams are aligned with customer-centric goals.
As Anders Skaarup, Senior Digital Product Manager states, “This is the way that decisions can be made together – based on data that allows us to become an elevated brand. It also means that we can share insights and help prevent loss – it isn’t simply about gaining more – but being able to capitalize on what is there. At GANNI, we want to speak to our customer group – and the more we can understand them, the better the digital experience.”
“At GANNI, we want to speak to our customer group – and the more we can understand them, the better the digital experience.”
Anders Skaarup, Ganni Senior Digital Product Manager
Brand identity
By continuously testing and learning, they gain real-time insights into customer preferences, allowing them to quickly adapt and deliver a digital experience that resonates deeply with their audience.
With AB Tasty, GANNI may gain insights into what drives revenue and user conversion, enabling faster implementation of new designs, but the real benefit is how it informs who they are as a brand and how this relates to their customers.
This unified approach to experimentation, continuous learning, small iterations and identifying areas to improve helps to build a customer experience that GANNI’s audience love and strengthens their market position.
Wonderbox optimizes customer journey with AB Tasty
+9% Conversion Rate
+2%Average Basket
How Wonderbox Made Online Shopping Effortless with AB Tasty
Wonderbox is all about creating unforgettable gift experiences. Facing challenges like optimizing promotions and simplifying the buying process, Wonderbox turned to AB Tasty for a smarter approach to give their digital journey a little extra magic.
To enhance their promotions, Wonderbox introduced targeted pop-ups powered by AB Tasty’s AI-powered algorithms. Instead of offering discounts to everyone, these personalized pop-ups focus on undecided visitors who might otherwise leave empty-handed, offering them a 10% discount right when it’s most impactful.
But that’s not all— Wonderbox also tackled the complexity of their gift box selection process. With AB Tasty’s session recovery solution, returning visitors can effortlessly pick up where they left off, whether on a product page, category page, or even mid-checkout.
With AB Tasty, Wonderbox ensures every visitor enjoys a smoother, more personalized experience. Want to know exactly how they achieved it? Download their story now and get inspired for your own optimization journey!
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Ulta Beauty’s Palette for Innovation Starts with Experimentation
9%revenue increase
Introduction
Ulta Beauty has been a visionary since day one, striving to celebrate the role of beauty in our lives. The largest beauty retailer in the United States, Ulta Beauty is the premier beauty destination for cosmetics, fragrances, skincare products, hair care products, and salon services.
With core values such as Win Together, Improve Always, and Give Wow Experiences, a part of the company’s digital transformation, Ulta Beauty embraced digital experience optimization as a way to deliver on their vision: To be the most loved beauty destination among guests and the most admired retailer by Ulta Beauty associates, communities, partners, and investors. Ulta Beauty turned to AB Tasty to enhance the retailer’s digital presence by reimagining its Digital Store. The Digital Optimization team, or DOT for short, a dynamic group within Ulta Beauty’s Digital Experience team, was tasked with building and evangelizing an experimentation culture and driving strategic optimization through data-driven insights.
Tasked with improving the overall guest experience through optimization, DOT outlined four focus areas to help guide their efforts.
Conversion: Focused on reducing friction to capitalize on guest demand to drive increased revenue for digital business.
Personalization: Focused on driving an enhanced one-to-one experience for our guests while driving engagement and loyalty.
Guided Discovery: Focused on providing our guests with experiences that empower the ability to browse, learn, and experience new brands, categories, products & services.
Omnichannel: Focused on experiences that combine digital and physical guest experiences and built upon strong cross-functional partnerships.
Why Ulta Beauty Chose AB Tasty for Their Experimentation Needs
The Digital Store of the Future initiative necessitated a shift towards a more data-informed approach to inform the redesign and drive innovation. Ulta Beauty sought a solution that would enable them to be more agile, move faster, and gain valuable insights from experimentation to meet their business goals.
Upon implementing AB Tasty’s platform, the Digital Optimization team conducted innovative tests aligned with their product roadmap and business objectives. They leveraged features such as the social proof widget to create urgency and ran numerous experiments to continuously optimize the guest experience.
“We just love that willingness to partner with us to build out features that help us do our jobs more seamlessly. That’s a huge differentiator from what we were getting from our previous solution. We’ve been able to set up experiments with six variations and multi-armed bandit tests incredibly quickly – with minimal developer support – which has drastically improved our team’s agility,” added Sasha Ostrozovich, User Experience Optimization Manager at Ulta Beauty.
Results and Benefits
The collaboration with AB Tasty yielded significant results, including notable e-commerce growth and a substantial increase in the number of tests conducted from 20 tests per year to over 65 tests per year, with plans to continue increasing that metric. Ulta Beauty’s ability to gain insights for the redesign and reduce developer dependency was a key benefit of the company’s partnership with AB Tasty. With an eye on driving revenue metrics, the team tested an overlay that included product recommendations when guests added items to their carts.
Original:
Variation:
With the addition of the overlay, Ulta Beauty was able to showcase products that were most relevant to the guest which resulted in a revenue increase of 9% alongside a 15.1% increase in clicks on “add to bag.” Overall the test listed metrics across the board, with a 2.3% conversion rate uplift, a 4.7% increase in items per order, and an increase of 11.5% for bag views.
Not only do the Digital Optimization team’s tests improve business-level performance metrics such as revenue, but they also lend further insight into Ulta Beauty’s guests. These tests prove that the effective use of personalization and recommendations can have significant impacts on the guest experience and help quickly drive results for the business.
Jeff Hamm, Ulta Beauty’s Vice President of Digital Experience and Operations, noted, “2023 marked a phenomenal milestone in our digital transformation. We have a brand new refreshed look and feel, completely overhauled cart, checkout, and guest account features. Not to mention a scalable infrastructure for our future. We’re almost at the finish line, setting the stage for a future filled with growth and innovation. “The transformation has laid a strong foundation, enabling us to scale and enhance our guest experiences. AB Tasty has played a critical role in this transformation, helping our team innovate and validate at a quicker pace with less risk.”
With a heavy focus on innovation, Ulta Beauty has experienced immense digital growth. In a time when guest loyalty is increasingly difficult to secure, Ulta Beauty’s loyalty program grew by 8%, with more than 95% of sales occurring through the loyalty program. Additionally, the work that the team has put into the mobile experience has paid off manifold: over 50% of e-commerce sales occur on Ulta Beauty’s mobile app.
Future Plans
Looking ahead, Ulta Beauty is committed to continuing its experimentation efforts, building a robust personalization strategy, and optimizing the Digital Store to further enhance the guest experience. To achieve this, the team has identified five areas of focus for their testing program.
Streamline the checkout process and optimize landing pages to further improve conversion rates.
Continue to leverage data and analytics to offer personalized product recommendations and content to build on the guest experience.
Prioritize site speed and app performance to ensure a positive guest experience.
Focus on guided discovery through enhanced site search, contextual search, and AI-driven beauty consultations to better facilitate product discovery and decision-making.
Expand options for buy online pickup in-store (BOPIS) and leverage flexible fulfillment means like buy anywhere fulfill anywhere (BaFa).
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Independence Australia Drives Engagement with EmotionsAI
+3%Total revenue uplift
+1.13%Transaction rate uplift
Independence Australia, a not-for-profit social enterprise, is dedicated to supporting individuals with disabilities. With revenue from their commercial endeavors funding vital community programs, their mission hinges on maintaining a successful online presence.
Independence Australia faced a critical challenge: how to keep up with the growing demands of digital consumers while operating within the constraints typical of a social enterprise. The rapidly evolving digital landscape, coupled with increased competition, shifting consumer expectations, and a rise in price sensitivity, added further complexity to their situation. Additionally, brand loyalty had become increasingly volatile, making it more difficult to retain customers in a crowded market.
To address these challenges, Independence Australia integrated EmotionsAI into their digital strategy, marking a turning point in their approach to customer engagement. This AI-powered solution provided deep insights into customer emotions, allowing the team to segment audiences based on emotional needs like ‘Safetyʼ, ‘Need for communityʼ and ‘Competitionʼ.
Want to learn more about how Independence Australia drove insights with emotions while developing their personas for an e-commerce redesign? Download the case study to learn more.
AB Tasty is by far my favorite solution in the Independence Australia stack. The flexibility it offers and the improvements it enables have been transformative for our digital strategy
Head of Digital Experience
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Jacadi Boosts International E-Commerce Sales with AB Tasty
12.7%Revenue Per User
10%Conversion Rate
Discover how Jacadi, a premier global brand in high-end children’s fashion, propelled its international e-commerce growth with AB Tasty’s cutting-edge product recommendation engine. With a presence in 39 countries and over 270 boutiques, Jacadi faced the challenge of delivering a personalized, seamless shopping experience across its ten international e-commerce sites.
By implementing AB Tasty’s AI-driven, personalized recommendations at crucial touchpoints in the customer journey, Jacadi achieved impressive results: a 15% increase in revenue from visitors who engaged with these tailored suggestions, and these customers spent 1.7 times more on average than others.
AB Tasty’s innovative, cookie-free technology not only enhanced Jacadi’s customer experience but also ensured compliance with global privacy regulations. This powerful solution is designed to adapt to the unique needs of global brands, making it the perfect choice for companies looking to optimize their e-commerce strategies.
Ready to elevate your online performance? Discover how AB Tasty can help you create high-performing, personalized shopping experiences that drive both customer satisfaction and business growth.
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CleanChoice Energy is a leading 100% renewable energy supplier in the U.S., building solar farms and providing consumers with alternative ways to access clean energy.
CHALLENGE
While the CleanChoice team’s paid media campaigns drove heavily engaged traffic to the website, they found those visitors weren’t quite ready to commit to pursuing clean energy.
In an effort to boost the performance of top-of-funnel and awareness campaigns, they decided to test if a timed pop-in on certain pages would drive better lead capture.
TEST IDEAS
The CleanChoice Energy team hypothesized that displaying an email pop-in within 15 seconds of users landing on one of three different test pages would generate more email sign-ups for their newsletter campaigns than its original placement as a button at the bottom of each page.
RESULTS
On average, the tests resulted in a 204% increase in email submissions with the pop-in than without. This helped increase the performance of the top-of-funnel awareness campaigns significantly.
TAKEAWAYS
Not every website visitor is ready to immediately make a purchase. This test proved to the CleanChoice Energy team that they could benefit from a lead-capture strategy for visitors across all stages of the funnel. The team made this pop-in a permanent feature of the site and began testing pop-ins with different messaging on other site pages to target visitors across additional funnel stages.
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Le Slip Français Boosts Online Sales with AB Tasty
€1,200Daily sales generated by Recommendations
€540Daily sales generated by targeted pop-ups
Le Slip Français, a prominent French digital-native vertical brand (DNVB) celebrated for its 100% Made in France apparel, partnered with AB Tasty to elevate its e-commerce performance and boost online sales.
Facing increasing competition and a growing product catalog, Le Slip Français recognized the need for more effective on-site personalization. By integrating AB Tasty’s AI-driven product recommendations at critical touchpoints throughout the customer journey, the brand successfully increased revenue by an impressive €181,000.
Visitors who engaged with these personalized recommendations spent, on average, nine times more than those who did not. Additionally, targeted pop-ups implemented by AB Tasty played a significant role in enhancing conversion rates, generating an additional €20,000 in just two months.
AB Tasty’s innovative, cookie-free technology not only ensures a seamless and personalized shopping experience but also guarantees compliance with evolving privacy regulations. If you’re looking to optimize your online strategy and achieve similar success, discover how AB Tasty can transform your e-commerce business.
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Shiseido revitalizes experience optimization strategy with AB Tasty
6Markets Testing
The cosmetics giant has perfected the blend of beauty and data science.
Now Cynthia Bevilacqua, who leads EMEA e-commerce CRO & digital product roadmaps, wants to harness it.
6 Markets Testing
11 tests per month
1 Year WIth AB Tasty
When it comes to the beauty industry, competition is fierce. New brands pop up every day and that means legacy brands need to evolve or risk getting left on the shelf.
With a company philosophy rooted in the artful blend between beauty and science, Shiseido has fully embraced digital transformation in pursuit of being the leader in the data-driven beauty industry.
Today, the company works with AB Tasty to optimize e-commerce experiences for brand Shiseido and NARS in the EMEA region. Just one year into the partnership, Shiseido is now actively running around 11 tests per month across six markets.
But it wasn’t always like this.
At the start of 2022, Shiseido wanted to transform their existing but constricted experimentation strategy into an intuitive and scalable optimization program. The product team was eager to reach a new level of A/B testing capabilities as well as better optimize the time and resources spent on implementation and execution.
Cynthia Bevilacqua, digital product and user experience manager at Shiseido, knew it was time for a change. “This was March 2022, so the CRO mindset was new. We were doing some A/B tests, but it was limited to three or four tests in one year,” she recalls. “Up until this point, optimization was not a core focus. And I really wanted to change that.”
Place alternative payment options closer to “add to cart”
Offering payment installments is one way to motivate users to add more items to their cart. Even if a user doesn’t take advantage of the offer, having the option helps alleviate hesitancy around pricing.
The team at Shiseido wondered whether moving the Klarna payment copy block closer to the “add to cart” CTA could improve the click rate. With an A/B test targeted to the NARS and brand Shiseido UK markets, the team tested placing the price, Klarna copy and CTA closer together.
This small layout change led to a massive improvement with 129% increased clicks on “add to cart” for mobile and 159% for desktop.
ORIGINAL / VARIATION
Mobile
129% increased clicks on “add to cart”
24% increased clicks across all payment options
Desktop
159% increased clicks on “add to cart”
72% increased clicks across all payment options
New partner. New mindset.
A large global footprint requires a lot of cross-team collaboration. From their vantage point within the regional division, Cynthia’s team fields incoming requests from their local markets while also balancing strategic brand ideas from the global HQ in Tokyo.
With oversight on A/B testing and CRO strategies for the Shiseido EMEA region, Cynthia’s next hurdle would be setting a strategy for experimentation across each of the region’s unique markets. More frequent testing enabled by AB Tasty meant simply replicating any test in a new country wouldn’t cut it if they wanted to grow strategically.
“When we made the switch to AB Tasty, we wanted a partner who could help us with specialized testing in each market. We knew a one-size-fits-all did not work for our brand. You cannot say that because a test works well in the UK, that it will equally be successful in France or Germany because the consumer behavior can be quite different across each market.”
To sift through the prioritization of rolling out tests to new regions, Cynthia leveraged AB Tasty’s testing capabilities to implement internal processes. First, evaluating hypotheses through testing and data. Then, successful tests are added to the development roadmap, while the learnings from unsuccessful ones are shared with regional stakeholders and a new round of iterations starts.
“This process helps us ensure that we are not wasting valuable resources and bandwidth. AB Tasty not only enables us to quickly validate the hypothesis with data, but they also help us to say ‘no’ to a request because the data shows it’s not beneficial to the end customers.”
“AB Tasty not only enables us to quickly validate the hypothesis with data, but they also help us to say ‘no’ to a request because the data shows it’s not beneficial to the end customers.”
Cynthia Bevilacqua Digital product and user experience manager at Shiseido
Boost engagement with a higher visibility virtual try-on CTA
Shiseido collected insights that showed customers who interacted with a feature during their decision-making process had a tendency to convert.
Focusing on the French market, the team set up a variation giving the virtual try-on CTA a complete makeover. A small image, camera icon and brighter button color helped increase the CTA’s visibility on the product page.
Compared to the original CTA (which saw an average of 10% click rate), the revamped virtual try-on button saw a whopping 95% increase in clicks. “Add to cart” clicks also increased by 73% for those who used the feature.
ORIGINAL / VARIATION
95% clicks on virtual try-on
73% clicks on “add to cart” for virtual try-on users
16% overall clicks on “add to cart”
61% in transaction rate
Celebrating a culture of experimentation
After a year of working with AB Tasty, the team at Shiseido is thrilled by the tangible results and internal adoption of a CRO mindset. Since moving from four tests per year to over 10 tests per month with AB Tasty, Shiseido has significantly improved the customer experience. The success from 2022’s experimentation rollout resulted in an opportunity for Cynthia to grow the expertise of her team notably on strategic decision-making and roadmap management.
“The partnership we have with AB Tasty’s customer success team is great because we strategize together about our objectives. They feed us different ideas for testing and understand what’s working from other clients. It is fuel to get us thinking about our roadmap and what we should try to implement next.”
The experimentation mindset also fits perfectly into Shiseido’s desire to be a key player within data-driven beauty companies. With stakeholders invested in the testing mindset, Cynthia’s team is empowered to continue putting ideas to the test first before rolling them into a development roadmap.
“The test-and-learn approach is important to have because it’s not about what you think. ‘I think’ is not something we can use. We need data to tell that story,” Cynthia explains. “And now, this is our new reality with AB Tasty.”
WINNING TOGETHER 5 tips for operational excellence
It’s not easy (or practical) to tell someone their opinion is wrong. That’s why Cynthia Bevilacqua, digital product and user experience manager at Shiseido, advocates for using experience optimization platforms like AB Tasty to deliver data-driven decision-making from individual team members all the way up to stakeholders. It’s essential to sustainable growth.
Here are five tips to optimize team operations:
Monthly team meetings for individual tests and results
Quarterly stakeholder meetings for KPI deep dives and macro-insights
Clear KPIs and tracking dashboard
Gradual data-backed rollout to other relevant teams
Business performance or customer pain points at the center of every test
Deepening the partnership with AB Tasty
One learning that Cynthia’s team is incorporating into their 2023 strategy is giving tests more room to breathe in order to collect better data. Launching fewer tests and running them for a longer duration of six weeks with a minimum detectable effect (MDE) calculation allows the team to gather accurate data to inform the actions for the next iteration.
Entering year two of the partnership with AB Tasty, Cynthia is looking to unlock the next level of experience optimization by expanding the solution to Shiseido’s other EMEA brands. For Shiseido’s mature markets, the team plans to introduce personalization campaigns and build more mature testing. And by encouraging digital to local market teams to incorporate experimentation and the testing-first mindset, Cynthia is further driving Shiseido’s data-driven beauty company vision.
“Initially, we were focused on setting up the team for success through processes and an embedded CRO strategy. Now, we’re ready to accelerate with AB Tasty by using the data intelligence from the past year to drive our global experimentation program,” Cynthia says. “We won’t test just anything — we need to always make sure our tests are addressing a user pain point.”
