The Science of Digital Trust: Reducing Friction & Turning Hesitant Users Into Buyers
June 16, 2026
2 PM BST | 9 AM EST
with
Spark your curiosity!
In Episode 4 of The Taste Test, host Kate Feng from AB Tasty sits down with Osh Rice, Managing Director at Daydot, to explore how brands can build digital trust by reducing friction. Together, they discuss why hesitation is often rooted in uncertainty, how emotional segmentation can reveal what different users need to feel confident, and how brands can use personalized experiences to provide reassurance to users and avoid roadblocks to conversion. Using insights from personalization strategies and solutions like AdaptiveCX and EmotionsAI, this episode will demonstrate how emotionally aligned experiences can drive both conversions and long-term loyalty.
In Episode 3 of The Taste Test, host Natalia Soto sits down with Greg Mandeville, Senior Customer Success Manager at AB Tasty, to explore how AI-powered personalization is changing the game. They discuss how to transition from rigid, rule-based systems to a dynamic approach that adapts the experience for every user in real-time based on their predicted intent. As an expert in AdaptiveCX, Greg shares how businesses can move beyond static, segment-based personalization that often misses over 90% of traffic.
Putting big ideas on the menu.
The Taste Test is AB Tasty’s bite-sized video series all about digital experience - experimentation, optimization, and personalization. Just 15 minutes: friendly to your attention span and your back-to-back calendar. Subscribe once and you’re all set. Every month, we’ll send a new episode straight to your inbox.
Agenda
Episode 4
Upcoming
The Science of Digital Trust: Reducing Friction & Turning Hesitant Users Into Buyers
In Episode 4 of The Taste Test, host Kate Feng from AB Tasty sits down with Osh Rice, Managing Director at Daydot, to explore how brands can build digital trust by reducing friction. Together, they discuss why hesitation is often rooted in uncertainty, how emotional segmentation can reveal what different users need to feel confident, and how brands can use personalized experiences to provide reassurance to users and avoid roadblocks to conversion. Using insights from personalization strategies and solutions like AdaptiveCX and EmotionsAI, this episode will demonstrate how emotionally aligned experiences can drive both conversions and long-term loyalty.
June 16, 2026
2 PM BST | 9 AM EST
Kate Feng
Growth Marketing Specialist
AB Tasty
Osh Rice
Managing Director
Daydot
Episode 3
Replay
AdaptiveCX: AI-Powered Personalization at Scale
In Episode 3 of The Taste Test, host Natalia Soto sits down with Greg Mandeville, Senior Customer Success Manager at AB Tasty, to explore how AI-powered personalization is changing the game. They discuss how to transition from rigid, rule-based systems to a dynamic approach that adapts the experience for every user in real-time based on their predicted intent. As an expert in AdaptiveCX, Greg shares how businesses can move beyond static, segment-based personalization that often misses over 90% of traffic.
Natalia Soto
Growth Marketing Manager
AB Tasty
Greg Mandeville
Senior Customer Success Manager
AB Tasty
Episode 2
Replay
Too Many Ideas? Let AI Cook
In Episode 2 of The Taste Test, host Kate Feng sits down with Julie Dumont, Chief Product Officer at AB Tasty, to unpack why so many strong experiment ideas never reach production. With limited dev resources and tight timelines, experimentation can stall quickly. They discuss how using AI to handle prep work helps teams move faster, test more ideas, and stay focused on what truly matters.
Kate Feng
Growth Marketing Specialist – UK & Nordics
AB Tasty
Julie Dumont
Chief Product Officer
AB Tasty
Episode 1
Replay
The Learnings Library: Your Cure for Experimentation Amnesia
In Episode 1 of The Taste Test, host Natalia Soto sits down with Arthur Charbit, Product Management Director at AB Tasty, to tackle a familiar problem: valuable experimentation insights that disappear when people leave, decks get buried, or files get lost.
They explore how AB Tasty’s Learnings Library helps teams capture learnings while they’re still fresh, find past results easily, add real context with comments, and turn test results into knowledge – so great ideas don’t disappear with them.
Natalia Soto
Growth Marketing Manager
AB Tasty
Arthur Charbit
Product Management Director
AB Tasty
What is The Taste Test ?
Each month, we invite a guest to one of our offices in Paris, New York, or London for a 15-minute conversation about what’s really working. No slides, no long intros, and no “Can you see my screen?” Just a focused discussion on what’s been tested, what’s worked, and what teams have learned along the way.
How it works Subscribe once, and you’re set. We’ll send you a new episode every month, straight to your inbox.
Making sense of the seismic shifts in consumer behavior in 2026
with
E-commerce never stays still. Just when you think you’ve mapped the customer journey, the path changes.
Join AB Tasty and Clarins as we discuss the seismic shift in consumer behaviour in 2026 and how you should be adjusting to it. With insights from leading global luxury beauty brand Clarins and data from our recent Consumer E-Commerce Trends ebook, this webinar will inspire your experimentation and send you away with an immediately actionable roadmap.
Clarins, a long-term AB Tasty customer, is a market leader in delivering outstanding digital experiences for its customers. Their web UX team has a culture of continual testing and optimisation, which has led to outstanding performance in personalisation and loyalty.
In this webinar, we’ll discuss data from our recent Consumer E-Commerce Trends for 2026 ebook, which surveyed 6,000 shoppers across the US, UK, France, Italy, and Australia to understand what’s really driving purchase decisions. beauty.
What you’ll learn about:
The GenAI Explosion: It’s the fastest-growing discovery channel. Brands must adapt to being “read” by machines as well as people.
The Impulse Revolution: With 74% of shoppers open to spontaneous buys, the opportunity to increase basket size through smart recommendations is massive.
The Loyalty Loop: In a sea of options, shoppers are returning to the brands that reward them and treat them like individuals.
Not every experiment is a winner – and that’s exactly why we love them.
In this live session, we’ll dive into real experiments and A/B tests – the ones that nailed it, the ones that surprised us, and the ones that humbled us.
We’ll walk through the idea, the hypothesis, and the setup… and before we reveal the results, you’ll get to interact and vote live on whether each test was a top or a flop.
Because even when a test doesn’t perform as expected, the learning is often the biggest win.
Together with ResMed and Shaver Shop we’ll walk through 5 experiments that truly moved the needle, across banking, luxury, and beauty.
What you’ll learn:
How to turn test results, good and bad, into meaningful decisions
Why some “sure bets” flop (and what they reveal about user behavior)
Practical experiment ideas you can adapt and run yourself
A smarter way to judge tests beyond simple win/lose outcomes
Speakers
Julia Simon
VP APAC, AB Tasty
Georgia Shield
Web Technology Lead APAC, ResMed
Carleen Harawira
General Manager Marketing & Customer Experience, Shaver Shop
In Episode 2 of The Taste Test, host Kate Feng sits down with Julie Dumont, Chief Product Officer at AB Tasty, to unpack why so many strong experiment ideas never reach production. With limited dev resources and tight timelines, experimentation can stall quickly. They discuss how using AI to handle prep work helps teams move faster, test more ideas, and stay focused on what truly matters.
Speakers
Kate Feng
Growth Marketing Specialist - UK & Nordics, AB Tasty
The Learnings Library: Your Cure for Experimentation Amnesia
In Episode 1 of The Taste Test, host Natalia Soto sits down with Arthur Charbit, Product Management Director at AB Tasty, to tackle a familiar problem: valuable experimentation insights that disappear when people leave, decks get buried, or files get lost.
They explore how AB Tasty’s Learnings Library helps teams capture learnings while they’re still fresh, find past results easily, add real context with comments, and turn test results into knowledge – so great ideas don’t disappear with them.
At Motorpoint, delivering a smooth and seamless experience for car buyers is a top priority. As the UK’s leading independent retailer of nearly new and used cars, the company is focused on making every part of the journey, both online and offline, as simple and stress-free as possible.
We spoke with Razvan Ghica, Head of Design at Motorpoint, who oversees the online experience and leads the company’s optimization and research efforts. He shared how the team is using AB Tasty to improve digital journeys, support smarter decision-making, and move faster with confidence.
Q1: What led you to start using AB Tasty?
Razvan: We take a lot of care when building new features or user journeys, but no matter how thorough we are, there’s always room for improvement. AB Tasty allows us to fine-tune experiences after launch. That’s important because if the website better supports the user journey, it leads to a stronger experience overall, and ideally, better performance in our key metrics.
Q2: What types of experiments have you been running?
Razvan: Most of our tests so far have been simple, things like repositioning content, changing button labels, or making UI adjustments. They don’t require much setup but can deliver meaningful results. These smaller experiments have proven to be very effective, and they’ve shown us that even small changes can lead to measurable improvements.
Q3:Are there any specific experiments that stood out?
Razvan: Yes, a couple come to mind. One was on the product page, where we moved the car specs and features higher up. That small change resulted in a noticeable increase in leads.
Another example is from our Sell Your Car experience. We changed the label on a button that takes users from one step to the next. The original term wasn’t very familiar to users, and just updating the language improved conversion through that part of the funnel.
Q4: Have you explored personalization yet?
Razvan: We’re starting to. We’re currently considering testing variations of our user journeys for different segments, based on things like location, device type, or whether the user is new. We want to understand how we can personalize the experience further for them, and AB Tasty is well-suited for that.
Q5: Beyond performance improvements, how has AB Tasty impacted your internal processes?
Razvan: It’s helped reduce uncertainty in the design phase. If we’re considering two different approaches and can’t decide, we now have the option to test both from the start. That removes a lot of back-and-forth and speeds up decision-making.
We can even test during the design phase when it makes sense. It saves time and helps us work more efficiently. Overall, we’ve seen an increase in lead generation and improved funnel performance, thanks to the ongoing optimization work we’re doing with AB Tasty.
Q6: How easy is it for teams without technical backgrounds to get involved?
Razvan: The test builder interface has been really useful. It’s intuitive and allows non-technical team members to build and launch tests on their own. If needed, someone with more technical experience can jump in and build on what’s there, but in most cases, the builder is accessible to everyone.
Q7: How is the tool used across different teams at Motorpoint?
Razvan: The design team leads most of the activity, but we’ve also seen involvement from our content and merchandising teams. Because the tool is user-friendly, they’ve been able to build tests around things they want to explore, without needing help from developers. That’s important for us, because our engineering team has its own dedicated backlog. They’re not involved in building these tests, and that keeps things more efficient.
Q8: And how does experimentation impact other teams or departments?
Razvan: One of the biggest benefits is the learning it brings. It’s not just about knowing what works; it’s also about understanding what doesn’t. That’s equally valuable. The insights we gain from testing help shape future decisions. We can start from a small observation, go through our workflow, and end up with answers to key questions. It’s a continuous learning loop that improves how we support users across the site.
Q9: How does experimentation fit into your overall digital strategy?
Razvan: Our team is relatively small, especially on the design and engineering side. So our time is valuable, both when building new experiences and when optimizing existing ones. AB Tasty allows us to do both in parallel. We can keep developing new features while also refining what we already have, without taking time away from our engineers.
Q10: Looking ahead, what’s next on your roadmap for testing and optimization?
Razvan: We want to increase the volume of tests we’re running and expand them across more of our journeys. We also want to spend more time identifying user segments we can personalize for. That’s something we haven’t fully explored yet, but we see a lot of potential there.
Overall, AB Tasty allows us to do a lot with relatively low effort, and the results speak for themselves. We’re excited to build on that and keep improving.
Final Thoughts
Thank you to Razvan Ghica and the Motorpoint team for sharing their insights. Hearing how experimentation supports their decision-making and improves the customer journey offers a clear view of the impact ongoing optimization can have. We’re proud to support their work and to see how these efforts continue to shape a smoother, more confident experience for car buyers.
How WWF Made Donations Feel Natural Through Testing
+87%end conversion rate on desktop
+31%click-through rate on desktop
Introduction
When you’re on a mission to save the planet, every donation counts. The World Wide Fund for Nature (WWF) knows this better than anyone. As the world’s leading independent conservation organization, they’re on the front lines – defending wildlife, restoring habitats, and inspiring millions to take action.
As part of their digital strategy, the team is continually looking for ways to improve how its supporters can engage with their mission, especially when it comes to online donations, adoptions, and memberships. That’s why they teamed up with Merkle and AB Tasty: to take a closer look at the little moments in the donation journey that could make a big difference. The goal? Make it easier, faster, and more compelling for people to give by improving the user experience, removing friction, and increasing conversion rates.
The Challenge
The challenge arose when the WWF’s digital experience team noticed a common problem that many mission-driven organizations face. People want to help; they’ll land on donation pages, engage with the donation widgets, and show clear intent to give. But often, something small will break the momentum, and they’ll drop off.
Working alongside Merkle, WWF dug into the data. Hotjar heatmaps and session recordings painted a clear picture: their donation widget was creating friction instead of flow. Users were getting stuck, seeking more information, and ultimately abandoning their donations.
The mission was clear: use A/B testing to explore small, targeted changes that could reduce friction, increase clarity, and help donors act on their intent, without adding clutter or complexity.
The Testing Strategy
Rather than relying on assumptions, the WWF team partnered with AB Tasty to test hypotheses grounded in behavioral science.
Test 1: Reordering Donation Amounts
Behavioral research shows that users tend to ‘anchor’ to the first number they see – meaning they use it as a reference point for all future judgments. To test the impact of this effect, the team reversed the order of suggested donation values to present higher amounts first, with the ultimate goal of including the average order value (AOV).
Control: Donation amounts displayed from low to high (£5, £10, £25)
Variation: Amounts reordered from high to low (£25, £10, £5)
Results:
+20% click-through rate (CTR) to the donate CTA
+18% increase in overall checkout starts
+87% uplift in end conversion rate (ECR) on desktop
The higher-to-lower layout encouraged users to consider larger gifts early, particularly on desktop, where scanning patterns favored top-loaded options.
Test 2: Increasing Suggested Donation Values
The team hypothesized that adjusting the default donation amounts upward could lift AOV without creating drop-offs.
Control: Preset amounts at £5, £10, and £25
Variation: Increased to £10, £25, and £50
Results:
9% increase in overall checkout starts
23% increase in checkout starts on desktop
Strongest engagement around the £25 mid-tier value
This variation leveraged the Goldilocks effect, where users gravitate to the middle option. By raising the donation value across the board, the team encouraged more generous giving while keeping the decision-making structure intuitive.
Test 3: Adding Context to Donation Amounts
To strengthen emotional connection and clarify the impact of each contribution, contextual messaging was introduced alongside donation values.
Control: Standard widget with preset amounts only
Variation: Added messaging (e.g., “£10 could help a monitoring team survey river dolphins near fishing nets”)
Results:
16% increase in overall CTR to the donate CTA
31% increase in CTR on desktop
12% increase in checkout Starts
Users spent more time engaging with the contextual content. The addition of impact-focused messaging helped users feel more confident that their donations would make a difference. The results show that pairing emotional storytelling with simple donation options creates a more engaging and trustworthy experience, one that encourages stronger connections and boosts conversions.
Key Takeaways
Anchoring and Value Framing
Presenting higher donation amounts first encouraged more generous giving. Tests showed users were more likely to choose mid-range options when those options were framed within a wider, higher-value context.
Thanks to the flexibility of AB Tasty’s platform, the team was able to spot these patterns early and adjust the experience to better fit each device. These insights helped improve the mobile journey and will be key as user behavior continues to evolve.
Emotional Resonance Matters
Messaging that linked donation amounts to real-world outcomes improved engagement and confidence. Making the impact of each contribution tangible helped reduce hesitation and encouraged action. This approach helped reduce hesitation and played a key role in creating a more compelling donation experience.
Iteration Drives Insight
Each test provided new data about how users interact with the donation experience. By approaching optimization as an ongoing process, the team was able to continuously refine the journey based on what worked best, while also uncovering new opportunities, such as personalization and smarter use of price anchoring.
Conclusion
By combining data-led experimentation with user-focused design, WWF made meaningful improvements to the online donation experience.
From reordered layouts and adjusted values to more emotionally resonant messaging, the changes were subtle, but the impact was significant: higher CTRs, more completed donations, and stronger support for the mission.
By continuing to test and refine, WWF can keep enhancing the donation journey, removing friction, deepening trust, and empowering even more people to take meaningful action for the planet.
7 Luxury Test Ideas To Make Your Digital Experiences Shimmer
The luxury industry’s glittering guide to all things optimization.
Luxury e-commerce brands face unique challenges but also unparalleled opportunity.
As technology advances and consumer expectations are high, the key to thriving in the luxury industry lies in mastering the art of experimentation, personalization and continuous experience optimization.
Unveil an arsenal of test ideas that luxury brands can employ to curate custom experiences, featuring examples from real AB Tasty clients in the luxury industry to serve as inspiration for you to start creating your own dazzling digital experiences.
Craft experiences that wow!
Get your copy of “7 Luxury Test Ideas To Make Your Digital Experiences Shimmer” now.
LUXURIOUS TEST IDEA
Help visitors find the products they need with subcategories like ba&sh
The team at ba&sh found that their product listing pages were often the first place visitors landed on the website. From there, visitors often browse but click away if they don’t find what they are looking for quickly. An A/B test proved that displaying clear category filters helped ease the shopping experience, leading to a 2% increase in traffic to the product detail pages and a 3% increase in revenue.
Build luxe experiences that surpass your customers’ expectations
Get access to the latest trends in experimentation with “7 Luxury Test Ideas To Make Your Digital Experiences Shimmer.”
Spark your curiosity!
Get your copy of "7 Luxury Test Ideas To Make Your Digital Experiences Shimmer" now.
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