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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From Complexity to Conversion: AB Tasty Transformed Groupe Équipement de la Maison’s Personalization Strategy
+21% Average basket on product pages
When Groupe Équipement de la Maison—parent company of Bricomarché, Brico Cash, and Bricorama—needed to deliver seamless personalization at scale, they turned to AB Tasty Recommendations and Merchandising. With over 800 stores and a catalog of 250,000+ products, managing manual product recommendations had become inefficient and unsustainable.
AB Tasty introduced a cookie-free, AI-driven personalization solution tailored to the group’s unique needs. By applying dynamic recommendations across the entire customer journey, including homepage, product pages, and even 404 error pages, AB Tasty helped Groupe Équipement de la Maison boost online performance while respecting privacy regulations.
The results were remarkable: a 21% increase in homepage conversion rates, a 21% growth in average basket value, and a 10% engagement rate with personalized recommendations. Beyond the metrics, the group saved time and resources, allowing teams to focus on high-value projects.
Ready to transform your e-commerce strategy with AB Tasty? Download the case study to learn more.
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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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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.”
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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How Clarins Uses AB Tasty for Personalization and Retention
+89%Conversions
+145% Add to Basket
The e-commerce team at Clarins is a true “testing lab,” managing their 5 websites (Germany, Spain, Ireland, Benelux, and Portugal) and helping the other nearby countries to grow their e-commerce business. The goal of this ‘incubator’ is to create an internal community of experimenters to help share testing best practices. This approach paid off with the creation of the ‘Wheel of Fortune,’ a gamification concept launched on Singles Day, November 11, 2020.
While testing using AB Tasty was initiated by the International Content team, Clarins decided in 2020 to not only extend its partnership with AB Tasty to include a commercial component but also to expand to the regional and local level. The tool that the EMEA teams were using previously was limited to creating pop-ins, which wasn’t enough to tackle Clarins’ goals involving retention and personalization.
Personalization via gamification
For Célia Rigaux, E-Commerce Director, EMEA, this was an opportunity to instill a test and learn culture across the EMEA teams. “Our goal is to exchange with our customers, to create a link with them, and to inspire loyalty, by bringing them value through our websites. AB Tasty’s experimentation capabilities enable us to challenge our CRM, Acquisition, and E-store teams using innovative tests that we weren’t able to run before.”
With the strategic holiday season approaching, the time was right to launch a far-reaching test across all of the sites managed by the EMEA e-commerce team. Singles Day (celebrated on November 11 in many countries) was the perfect option, seeing as it was also only a few days before Black Friday. All that was left was to decide what kind of game to display.
Everyone’s a winner
At the end of September 2020, Clarins got in touch with their Customer Success Manager at AB Tasty to see if their idea was feasible. After a few exchanges, they decided on the right set-up that struck a perfect balance between technical feasibility and a smooth user experience.
The idea was simple: Every person who visits any of Clarins’ EMEA websites, whether on desktop or mobile, sees the game appear. If they click on it, the wheel spins and stops at one of 6 gifts. The gifts are promo codes, automatically applied to the winning visitor’s basket, which makes for a great user experience (especially on mobile).
“We were able to launch our tests in two weeks,” explains Anaëlle Thomas, E-store Project Manager EMEA, who was responsible for the development of the project. One of the major advantages of AB Tasty was the ability to duplicate each experiment for each of Clarins’ sites. If the first test took 20 hours to implement, this number shrank by 5 for each of the other 4 sites. This experience is now live for all of the other countries Clarins’ is present in, and adaptable for other offers.
4x the orders
The first gamification test was a success for Clarins’ EMEA e-commerce team. The game, buoyed up by the increased web traffic brought on by the pandemic, performed very well. Live for 24 hours (from the 10th to the 11th in the evening), the total number of orders completed on the 4 main sites (Germany, Spain, Ireland and Benelux) quadrupled when compared to the results of November 11, 2019. Ireland stood out, with an order increase of +495% and a +585% increase in revenue.
The conversion rate did well, increasing by +89.34% compared to 2019. Finally, the add-to-basket rate increased by +145% compared to the 2020 average. It should be noted that, though the game performed well in all countries, it was Ireland that attracted the most visitors, with 61.37% of visitors trying their luck.
“We systematically test on all our sites to see how each country reacts according to the local culture. So we shared the success of this experiment with the other countries,” elaborated Anaëlle Thomas. “South Africa was particularly interested and launched their own version in December. The United Arab Emirates also ran the test during the 4 days of Black Friday.”
Pursuing personalization in 2021
Previously known mostly as an A/B testing tool, AB Tasty has attained the level of ‘business partner.’ The EMEA teams even share their experimentation tips via Teams. Next step: Further develop their personalization strategy, especially by learning from other AB Tasty clients’ experiences. See you in 2021!
“The ability to duplicate tests in AB Tasty allows us to exchange more often with the other EMEA countries and to share experiments. We rely on AB Tasty to guide us in driving our personalization strategy forward.”
Displaying More Product Sizes Leads to More Transactions
3%More Transactions
3,000 EurosMore 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.
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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Whether you’re a converted couch potato or an experienced athlete, Decathlon has something for everyone. Present in 52 countries, Decathlon designs and sells sporting goods, both online and in 1,600 brick-and-mortar locations.
Challenge
Decathlon’s mission is to make sports accessible to all. One of the ways they accomplish this is through offering a wide array of choice – 10,000 products covering 80 sports are sold on Decathlon’s website. With a range of price points and styles, there is an almost dizzying array of items to choose from. For some shoppers – especially those trying out an activity for the first time – this amount of choice might seem overwhelming.
How could Decathlon help shoppers get situated?
Social Proof Hypothesis
“We know that social proof – the idea that, when unsure, people look to others for direction – is a powerful and effective concept,” explains David Harari, Customer Success Manager at AB Tasty. “In the context of e-commerce, this means people are influenced by what their peers are interested in when deciding what to buy. We wanted to test out if a simple line of social proof messaging would nudge website visitors further down the purchase funnel.”
To do this, Decathlon’s UK digital team ran an experiment based on AB Tasty’s Social Proof widget. The AI-powered widget dynamically surfaces the number of times a product is viewed by other shoppers on a site in a given timeframe. This gives other browsers an idea of which items are getting more traction.
Product page with social proof messaging
“We thought it could be that extra little nudge to hit ‘add to basket’ – and might help certain customers continue through the purchase funnel,” elaborates Florent Beck, UX Leader at Decathlon UK. The team set up an A/B test on 400 product pages to see whether this kind of social proof messaging would have an impact on visitors’ purchase decisions. The text was inserted automatically just below the customer reviews ratings (another element of social proof), and above the product description. “What was really handy about the AB Tasty widget was that we can set a minimum amount of views before the message showed. In this case, we chose 20 – so if fewer than that number of people viewed the product, the message wouldn’t show, and once it hit 20, it would automatically appear,” explained Florent.
Results
Adding this simple line of social proof messaging not only increased clicks on the ‘Add to cart’ button, it also bumped up transactions and revenue. For all audiences, clicks increased by 1.5%, transactions by 2.4% and revenue by 1.3%.
Interestingly, when the team segmented the results by certain audience profiles, they realized that the social proof messaging worked better on returning visitors. They clicked 2.8% more, with an increase of 3.3% on transactions and 2.8% for revenue lift. “This might indicate that shoppers that know and trust the Decathlon brand are even more likely to put stock in others in the Decathlon community, versus first time visitors who are more wary,” explained David.
Even more interesting was when they dove into the data to look for what kinds of products this messaging worked best with. They also discovered that the social proof approach worked better for lower priced items – less than 10 pounds – versus more expensive, ‘investment items’, like a nice bike or set of skis. This kind of information can help Decathlon increase the efficacy of their campaigns in the future, and scale up this tactic for other markets.
“We value our community at Decathlon. What’s great about this kind of social proof messaging is that it’s a way to automatically let people take the opinions of other Decathlon shoppers into account – if a certain product is popular or trending, others can know that in real time as they’re browsing. From a business perspective, it increases our transaction rate and revenue, and from a customer experience perspective, it helps orient shoppers.” – Florent Beck, UX Leader, Decathlon UK
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“We were able to launch our tests in two weeks,” explains Anaëlle Thomas, E-store Project Manager EMEA, who was responsible for the development of the project. One of the major advantages of AB Tasty was the ability to duplicate each experiment for each of Clarins’ sites. If the first test took 20 hours to implement, this number shrank by 5 for each of the other 4 sites. This experience is now live for all of the other countries Clarins’ is present in, and adaptable for other offers.
