Case Studies

MeUndies Lifts Revenue with Product Page Promo Banner

+9.98% Transactions

MeUndies, a leading retailer of underwear and loungewear, has made waves by offering comfortable and sustainable products with fun and stylish designs at an affordable price. Using AB Tasty, they were able to improve transaction rate by quickly adding promo banners to product description pages.


CHALLENGE

With ad campaigns driving traffic directly to product pages, MeUndies needed to capitalize on a segment of users that may have bypassed messaging informing that traffic of current sales and promotions.

TEST IDEA

Using AB Tasty, MeUndies tested the addition of a promotional widget to the product description pages during a peak sales time (Valentine’s Day) to increase clarity and remind visitors of the available promo code on select products.

Original PDP (Left) vs. the Variation with Banner (Right)

RESULTS

MeUndies brought more visibility to their promotions — no matter the user’s entry point into their website. The result was an increase in transactions by 9.8% with 10% more clicks on the “add to bag” option.

TAKEAWAYS

Creating eye-catching and relevant promotional banners on product pages improved the ROI on MeUndies’ ad campaign. Bringing more visibility to available promotional codes on product description pages through AB Tasty ultimately led to more purchases and greater revenue.

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Case Studies

AB Tasty Enables MoneySmart to Innovate at the Pace of Their Ideas

+12% CTA clicks

+40% Use of filters

MoneySmart Group is South East Asia’s leading personal finance portal, helping consumers compare loans, insurance, and credit cards. From everyday decisions like choosing the best credit card to big decisions like buying a home, MoneySmart shows their customers what’s out there, recommends what’s best for them and helps with the application process. 

AB Tasty accelerates experimentation

Today, MoneySmart’s product team can get an experiment up and running – and see results – in under 24 hours. Someone has an idea to test a form length, button color or banner? No sweat! But it wasn’t always like this, as Vincent Paca, Engineering Manager at MoneySmart, explains:

“Before AB Tasty, we were running our own, experimental platform. A lot of the developers’ time was spent creating and coding in different variations of tests. What this meant was that you could spend a sprint just to launch a very simple test. It was a very costly endeavor.” 

Sanjiv Shah, Product Manager at MoneySmart, elaborates: “It took a long time to set up a test, it was very manual and painful. While we wanted to experiment with speed, it just took such a long time.”  

This sluggish process is less than ideal.  

First, testing inertia can mean missed opportunities to convert traffic to leads, or leads into customers. This can eat away at a business’s bottom line.  Perhaps more crucially however, it can also entail falling behind competitors who are more rapidly refining the experience on their websites. Consumers increasingly expect financial sector brands to offer digital experiences that are as smooth and delightful as those of e-commerce or social media sites. If MoneySmart wanted to keep up, it was time to make a change.

That change came in the form of AB Tasty.

No such thing as a losing test

“What AB Tasty gave us was a tool that let us easily make changes to our website, deploy these changes and get the results out of the door within a day,” explains Vincent. “The QA function is fantastic,” adds Sanjiv. “You can actually see what a test will really look like for your customers by doing a test in production on just your computer’s IP address.” The best part? No flickering effect and virtually no change to the load speed time.

AB Tasty’s arrival was a watershed moment for the product and tech teams at MoneySmart.

Gone was the manual, tedious process of aligning devops and data teams to regulate traffic flows and build dashboards from scratch. Gone, too, was the stress of not knowing if a new idea would be a hit or a flop. “With AB Tasty, even if a test idea doesn’t ‘win’, we still save a lot on production cost and avoid frustration from developers, product managers and designers,” concludes Efrim Bartosik, Head of Product Design. 

Teams come together around experimentation

One of the most appreciated aspects of AB Tasty, according to Bui Hanh, Product Manager at MoneySmart, is the perfect balance between features for technical and non-technical profiles. Not only is MoneySmart’s product team champing at the bit to run a multitude of tests, but so are the commercial, marketing and content teams. Through a testing tool that’s accessible to everyone, a true culture of experimentation is starting to take root, aligning departments around common goals and igniting growth.

A perfect example is the test shown below. Design, product and developer teams worked together to test a new layout for the ‘apply for a personal loan’ feature. The goal was to increase clicks to the ‘Apply Now’ CTA, and the new version did just that. CTR increased by nearly 12%, as did the use of the filters function (by 40%).

Version A of MoneySmart experiment MoneySmart experiment Version B

Takeaway

When barriers to experimentation – whether they be in terms of time, money or company culture – are removed, growth flourishes. Aligning teams around creativity and agility is a key ingredient to increasing both business outcomes as well as customer satisfaction. AB Tasty is the perfect partner to help product and marketing teams achieve both.

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Case Studies

How Three Ships Drove Traffic to Partner Pages Using a Single Widget

7% Increase in CTA clicks to partner pages

2 weeks Test duration

Three Ships is a marketing agency dedicated to driving growth for its partners. Their multifaceted approach spans affiliate marketing, performance-driven content, conversion rate optimization, and media investment management.

Three Ships teamed up with AB Tasty to accelerate growth for its partners through experimentation. By thinking critically about the connection between user intent, device, and UX design, they were able to increase visits to partner pages by 7%. Here’s how they did it.

The Situation

Mattress Advisor is a comprehensive resource for shoppers looking to purchase a new bed— complete with user reviews, product guides, and general resources on all things sleep-related. The Three Ships team wanted to focus on Mattress Advisor’s branded pages, which featured only one mattress brand (as opposed to comparing multiple, like on non-branded pages).

The goal was to get users to click on the CTA (“Buy Now”), which would send shoppers to the brand’s own page to complete the conversion.

Three Ships knew that visitors to Mattress Advisor’s branded pages had a strong intent (incoming traffic was via paid search links, meaning shoppers had used brand-specific keywords in their search). These shoppers were nearing the end of their research, had a specific mattress in mind, and were closing in on a purchase decision.

In analyzing this website traffic further, Three Ships saw that roughly two-thirds of visitors were using mobile devices. So, optimizing the CTA had to consider both the stage in the customer journey and mobile usability (e.g. smaller screen sizes, the role of touch in the user experience).

The Experiment

Three Ships used an AB Tasty banner widget to place a sticky CTA at the bottom of the screen and duplicated this test across all branded pages.

The idea was that a sticky CTA would be easily accessible to visitors on mobile devices without blocking important information like reviews and ratings that often influence decision-making.

Results

It only took two weeks for this experiment to reach statistical significance due to the high traffic of these pages.

In the end, the sticky CTA across branded mobile pages was a success, with the conversion rate averaging at about 7%. It’s since been hard-coded onto the site.

Takeaway Tip

Mattresses are big purchases with long periods between return customers. It’s important to find a balance between encouraging a conversion while not coming across as too pushy. In this scenario, Three Ships knew that visitors were close to making a purchase. So, it was important that taking the next step to convert was easily accessible while not overtaking the entire web page.  Implementing this experiment was simple, fast, and scalable thanks to AB Tasty’s widget library. No developer support was needed to create the sticky CTA, and it took only two weeks to prove its effectiveness.

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Case Studies

Panasonic Reduces Costly Call Volumes With AB Tasty’s CXO Solutions

11.6% Increase in digital customer support

$30,000 Yearly cost reduction

Customer journeys are more nuanced than ever before. As consumers switch between devices, channels, and touchpoints, businesses on the digital frontier, like Panasonic, are focusing on the not-so-simple task of bringing continuity to each interaction and delivering an omnichannel experience.

We spoke with Michelle Esgar, who is spearheading the brand experience for Panasonic Consumer Electronics, about the challenges and strategy involved in delivering this integrated experience. We started by looking at an experiment we worked on together to reduce calls to customer support (and as a result, avoid lengthy wait times for users and bottlenecked workflows internally).

From there, we discussed how this experiment fits within Panasonic’s overarching strategy—and how successful customer experiences are built with an integrated understanding of every consumer touchpoint.

Here’s a snapshot of Panasonic’s 360-degree approach.

The Challenge

Panasonic has a recurring goal: reduce customer support costs year-over-year. Currently, every call to the support center costs up to 5 dollars, which quickly adds up to be: expensive. And along with optimizing the budget, Panasonic also needed to improve the entire experience.

Consumers reach out to customer support when their product isn’t working as intended. So, from the gate, there’s an element of frustration. More often than not, users will check the website first to help solve their problem. If they can’t find the answer, frustration mounts. That’s when they’ll call a representative, and have to go through a complicated IVR for an average of six minutes before getting someone on the line. 

Consider how exit rates will exponentially increase on web pages after load time passes three seconds. Asking someone to wait six minutes in “the age of instant” isn’t sustainable.

By conducting a call center analysis, it became clear that for the majority of incoming calls, Panasonic already had self-service information available that could answer the question. So, the underlying issue wasn’t so much about bandwidth as it was about putting the right information in front of the right user at the right time. This meant tackling everything from the website’s information architecture to physical product manuals; a concerted effort that would, of course, take time. So, while refining this ongoing strategy, Panasonic focused on a more immediate tactical next step: driving customers to their digital channels for faster support.

Test Hypothesis

Since representatives could handle multiple chat queries and emails at a time, it was important that these channels were properly promoted. Originally, these links were placed in the middle of Panasonic’s customer support page—easy to miss if users were scrolling through quickly.

Panasonic-Contact-Header

Michelle believed that if this contact information was more visible—in the header of the web page—consumers would be more likely to engage with these channels. Using AB Tasty’s visual editor, Panasonic was able to quickly add this option in the navigation bar as an A/B Test (splitting traffic 50/50).

Results

Measuring the success of this test was based on the percent of digital customer support contacts vs. phone calls. In the few weeks this test ran, this ratio shifted 11.6% in favor of digital support. Based on average call volume, this equates to approximately $2,500 a month in costs saved, or roughly $30,000 a year. Based on these results, this new header was made visible to 100% of web traffic.

Takeaway Tip

How do you make sure you’re solving the root cause of a problem and not just one of its symptoms?  In this scenario, leveraging online support would create a faster experience for users and significantly reduce costs. But this experiment represents just one facet of Panasonic’s multi-pronged strategy: to eliminate the pain points prompting these queries in the first place. Improving documentation and recognizing when issues are the result of user error, as a chance to improve product usability, are just two examples of this integrated approach. At AB Tasty, we’re excited to keep working with Panasonic on this omnichannel strategy to further enhance the customer experience.

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Case Studies

Displaying More Product Sizes Leads to More Transactions

3% More Transactions

3,000 Euros More Revenue

Yves Rocher is an internationally renowned company that focuses on plant-based cosmetics. They sell skin, body and hair care products, as well as make-up and perfume.

Challenge

On Yves Rocher’s website, customers can find a wide range of products in varying sizes. However, the company wondered whether users were aware of this. Once they reached the product page of an item in a certain size, customers didn’t always know it was available in other sizes. The team at Yves Rocher wanted to run an initial test campaign with AB Tasty to clarify whether showing alternative article sizes on product detail pages could increase sales figures.

A/B Test

From this idea, a clear test hypothesis was formulated: if size options for selected items were displayed, would the number of transactions and sales increase? The team decided to choose a specific product category – shower gels – to run this initial experiment. On the website, these are available in 200ml and 400ml bottles. The team set up an A/B test for all items that fell into this category.

Yves Rocher Product Page

Results

A total of 8,787 unique visitors were tested during the shower gel campaign. And indeed, the test results were positive: 5% more clicks on the size options were recorded. 4% more users reached the shopping cart in the test variation, which led to an increase in the transaction rate of 3% and accounted for approximately 3,000 euros more revenue than in the original version without size options.

Takeaway Tip

This first test campaign was only conducted on a small segment of the website – the shower gels product category. The team at Yves Rocher had a sound approach: test a hypothesis on a small segment of their website, and verify the results. Now that they’re sure of these positive results, they can apply these learnings elsewhere. If the data-driven results continue to look good, Yves Rocher can invest the necessary time and energy to incorporate different size categories on all product detail pages, without risk.

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Case Studies

How Fenty Increased CTA Clicks by 42%

42% more CTA clicks

15 minutes test setup

Musician and entrepreneur Robyn Rihanna Fenty partnered with LVMH to release her namesake clothing line, FENTY, in 2019.

Challenge

One of the first KPIs the FENTY team wanted to measure and optimize was the clicks to its homepage CTA, which brought visitors to the latest collection.

Experiment

FENTY wanted to see if CTA size had an effect on the click rate. Using the AB Tasty platform, they set up a split test that would compare the performance of a CTA sized at 13 pixels versus a CTA that was slightly bigger at 15 pixels.

FENTY-homepage

FENTY homepage

Results

In the end, bigger was better. The 15-pixel CTA generated 42% more clicks than the 13-pixel variation and was permanently added to the FENTY homepage.

Takeaway Tip

FENTY proved that simple tests can have a significant impact. In this example, it took 15 minutes to set up the test, and a difference of 2 pixels, to increase CTA clicks by an impressive 42%. Focus on making the key elements of your web page (which could be a call to action, a navigation button, etc.) a focal point for your visitors by considering both size and placement.

 

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Case Studies

ŠKODA Jump-Starts Test-Drive Bookings with Countdown Banner

2x Number of booked test-drives

8 Day campaign

One of the gems of the Czech industry, ŠKODA has evolved into a modern, respected car manufacturer present in more than 100 markets worldwide. Known today for their unique and reliable designs, the ŠKODA brand started out over a hundred years ago crafting bicycles, followed by motorcycles and, ultimately, cars.

Challenge

In the automotive industry, booking a test-drive is a crucial step in the purchase funnel. Marketers spend considerable time, resources and budget converting website traffic into test-drive appointments; naturally, people who are willing to leave their personal information to physically try out a vehicle are exhibiting high buyer intent.

On a more pragmatic level, retailers also prefer potential customers to book ahead of time, instead of stopping by on the fly, so they can better manage their schedules. All around, increasing the number of online test-drive bookings generates hot leads and better pipeline visibility.

In addition to this ever-present goal, the digital marketing team at ŠKODA’s French branch had a particular challenge to address. They wanted to capitalize on a rare, time-limited promotional offer – a zero-interest loan program – to jump-start their online test-drive bookings. They just weren’t sure of the best website optimization tactic to employ.

Urgency Principle and Engagement Idea

They brought the opportunity to the attention of AB Tasty and Rosapark, their digital marketing agency. “We talked through a few options for how to make the most of this valuable offer,” explained Laura Rérolle, Partnership Success Manager at AB Tasty. “We decided on a simple countdown banner that would show how much time was left before the zero-interest loan option ended. The idea was to give the offer the air of an event, to make it prominent on the homepage and other key areas of the site. This would attract attention and draw interested viewers down the purchase funnel. Since this type of engagement technique is not frequently used in this industry, we wanted to try it out in this limited scope to test the idea.”

The team at ŠKODA then worked with Rosapark on the creative design and deployment aspects. They ran the campaign using AB Tasty for mobile and desktop viewers for the full duration of the offer (eight days), on their homepage and the product pages (those that detailed the cars for sale).

The countdown clock banner included two calls-to-action: one to ‘learn more’ about the offer, (which redirected to an explanatory landing page), and the other, ‘book a test-drive,’ to a booking page.

mock-up mobile skoda

mock-up mobile skoda
Zoom in on mobile version of countdown banner
mock-up website skoda
Countdown clock on desktop

Results

There was no doubt about it – the countdown banner clearly drew positive attention, encouraging online visitors to book the coveted test-drives. “We ran this campaign with AB Tasty as part of a big media blast around this offer. We were thrilled to see that, the week of the campaign, we more than doubled the number of booked test-drives compared to the previous week. In fact, a full 13% of that week’s leads came directly from this countdown clock. This is a significant uplift in qualified leads, at very little extra effort or resources. We’re very happy with these results,” explained Sebastien Toussaint, Customer Experience & Data Performance Manager at ŠKODA, France.

“The countdown banner was very effective during this key offer. While taking care not to overuse this engagement tactic, ŠKODA could certainly employ it again during their open house events two or three times per year,” elaborated Laura.

Takeaway Tip

Engagement techniques like countdown banners, when used judiciously, can effectively nudge website visitors into converting.

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Case Studies

Avid Increases Transactions by 34% with Promotional Banners

34% Increase in transactions

1 A/B test

Avid is a trailblazer for multimedia content creation. Its nonlinear editor was the first to digitize video content, effectively changing the media and entertainment industry. Today, Avid platforms are trusted by audio, music, film, and television professionals to create, manage, and distribute content.

Challenge

Avid wanted to optimize how it displayed promotional offers across its site to increase conversions and further cultivate customer loyalty.

Test Idea

Avid offers a bonus gift with each subscription to its Media Composer software—a point the team wanted to highlight to visitors on these product pages. Using an A/B test, Avid decided to experiment with the offer’s placement and presentation to see what effect it had on conversions.

In the first variation, details on the bonus gift were presented in a purple banner at the top of the page.

 

avid promotional banner
Avid highlighted its offer with a purple banner at the top of the page

 

In the second variation, details on the bonus gift were presented in bold as a bullet under each subscription option.

 

avid promotion
Avid highlighted its promotional offer in a bullet beneath the subscription summary

 

For the duration of the test, traffic to these product pages was split evenly between the two versions to determine which formatting was more effective.

Avid then focused on optimizing a January promotion that offered a 60% discount on audio plugins. An AB Tasty Technical Support Engineer placed a sticky banner on the bottom of Avid’s homepage, shopping site, and blogs, that—when clicked—would take visitors to the audio plugins page for more details on the feature and the opportunity to purchase.

 

avid custom css
Avid promoted audio plugins with a custom CSS banner created by one of AB Tasty’s Technical Support Engineers

Results

For the Media Composer product pages, highlighting the bonus offer with a purple banner was ultimately the winning variation, showing a 34% increase in transactions.

Following the success of this version, Avid used AB Tasty to convert it to a personalization—and the banner is still live on the site today. As for the sticky banner for audio plugins, results from the test showed that—out of those who clicked on the promotion—15% ended up converting on the site.

These tests show the power of presentation when trying to relay key messages to visitors on a site, and the importance of testing to know which formatting resonates with your users.

Driving an e-commerce business without A/B testing is like washing your car without soap – you can’t really succeed if you don’t have any soap. AB Tasty’s robust tools and widgets allow us to do it all – set up quick tests, comprehensive tests, personalizations, and multi-variate testing, all the while being supported by robust analytics and fantastic customer service“. Jeffrey Copetas, Senior Director of Web & E-Commerce at Avid

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Case Studies

Luxury Brand Frette Increases Revenue By Over 8% with Web Copy Optimization

8.69% Increase in revenue

2 A/B tests

Frette has been a symbol of luxury since its establishment in 1860. Its linens have been draped across the altar of St. Peter’s Basilica, were the bedding of choice for European royal families, and continue to be a staple of five-star hotels.

Challenge

In the luxury industry, there’s always been a strong emphasis on the buying experience. Retailers have imbued it with a sense of ceremony—exclusivity paired with exceptional customer service to create a one-of-a-kind exchange. One of the challenges luxury retailers face today is translating the in-store experience to digital platforms.

For the Frette team, bringing the brand ethos online meant creating a frictionless user experience. Their website needed to be receptive to visitors’ interests while having an elegant design and easy-to-navigate interface. Frette focused on optimizing the website’s top navigation bar and the call-to-action on the shopping cart pop-up to ensure synchronicity between the UX and online shoppers.

Test Idea

Frette conducted a simple A/B test to see if modifying the top navigation bar would optimize the customer journey and increase traffic to certain pages. Noting that bathrobes were the top search item on the site, the team decided to clearly reference them in the header. So, they changed “Bath Linens” to “Bath Linens & Robes” and implemented action tracking to chart the results.

navigation bar

 

Then, Frette focused on the purchasing funnel. When users would click on the shopping cart in the top corner of the site, a customary pop-up would appear with a preview of selected items and the option to “Proceed To Checkout.” Luxury shopping is generally marked by long lead-in times, so Frette decided to tweak this language to the less definitive call-to-action, “View Shopping Bag.” The goal was to create a more fluid transition from browsing to purchasing in which customers didn’t feel rushed.

 

shopping cart pop-up

Results

While these website modifications were relatively minor, they had a significant impact on engagement and sales.

By adding “Robes” to the Bath Linens title in the top navigation bar, Frette was able to increase clicks to this category by 29%, and visits to bathrobe pages grew by an astounding 101%. As for changing the checkout semantics, the wording “View Shopping Bag” increased clicks by 5% and bumped total revenue by 8.69%.

These two A/B tests each took approximately 15 minutes to implement, without any IT support. Having the autonomy to test and learn is crucial for website optimization; it allows for precision in your strategy so even subtle changes have a pivotal effect on visitors’ satisfaction.

“We had been using [a previous conversion optimization] tool and it wasn’t user-intuitive, you really needed to work with an agency to do something very simple—you couldn’t really customize it to track specific things for a campaign, not in the way that AB Tasty allow you to. What we’re doing with AB Tasty now on our own, we would not have been able to do before.” – Vivienne So, Sr. Manager of E-commerce at Frette

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Case Studies

How Best Western® Hotels & Resorts Increased Loyalty Program Engagement

12% Increase in account creations

3 Audience segments

The American-based Best Western® Hotels & Resorts brand has been a leader in the hospitality industry for over 70 years, with a global network of 4,200 hotels in more than 100 countries and territories. With a strong presence in France, the group reported an annual revenue of 2.2 billion dollars in 2017. They have been an AB Tasty client since March, 2017

Challenge

For hotel brands like Best Western® Hotels & Resorts, customer loyalty is paramount; they aim to create a long-lasting relationship with each client. One of the ways to foster this kind of engagement is through an online membership community. For example, as a Best Western Rewards® member, customers can log in and benefit from discounts and other perks, like free stays, complimentary breakfasts, and upgrades.

The digital team at Best Western® France was looking for a way to encourage visitors to become members, use their accounts, and especially to take advantage of one of their discounts applicable to visits of two nights or longer. They decided the best way to do this would be to run a website personalization campaign using AB Tasty.

Personalization Campaign Idea

The team had an elegant idea: an internet user would be more likely to join the Best Western Rewards® program if they were shown offers directly relevant to their search query. For this, the team simply needed to create appropriate audience segments in AB Tasty using data from their data layer. Since their main goal was to encourage visitors to use or create their membership account, they opted for the following scenarios:

Upsell scenario: Trigger a pop-in to visitors who were logged in to their membership accounts and looking for a one-night stay, with an incentive to prolong their visit
Encourage Best Western Rewards® account creation: Trigger a pop-in to visitors who were not logged in to a membership account and looking for at least a two-night stay, with a special promotional offer available only with a Rewards Account
Upsell and account creation: Trigger a pop-in to visitors who were not logged in to a membership account and looking for a one-night stay, with an incentive to create an account and prolong their stay

This way, the digital team could show discounts only to visitors who were eligible for them, making the browsing experience more relevant, and encouraging non-members to sign up. By promoting incentives and reduced rates for longer visits, they also aimed to increase revenue. In other words: they pushed the right message to the right website visitor at the right time.

 

Best western mock up personalization

Results

The results showed that this kind of personalized messaging can have big effects on engagement. The most successful scenario turned out to be the second one, with around 12% more Best Western Rewards® program sign-ups originating from this campaign. Unsurprisingly, it was easier to convince visitors to sign up for a free account to receive an incentive than to add an extra night’s stay! In addition, the team was able to say that they created a smoother, more relevant customer experience, by only showing promotional messages relevant to each visitor.

Takeaway Tip

Take advantage of your visitor data to create relevant, personalized messages. Not only will you create a more pleasant browsing experience, you’ll increase the number of ways you can increase engagement, transactions, and revenue, all the while optimizing an existing client scenario.

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