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Improve UX with AI: 10 Audience Segments from EmotionsAI

Improve UX with AI: 10 Audience Segments from EmotionsAI
Table of contents

Introduction

Personalization helps create more relevant digital experiences, but when you understand a user’s emotional intent, you can take your experiences even further.

Emotions drive 80% of human decisions, and the customer journey is packed with micro-moments shaped by those feelings. That’s where AB Tasty’s EmotionsAI steps in.

Built on over eight years of behavioral analytics and powered by a smart, intuitive AI engine, EmotionsAI helps you uncover hidden opportunities in the user journey—showing not only how to improve the experience, but also the potential impact of inaction. Within 30 seconds EmotionsAI can identify each visitor’s emotional mindset, enabling you to segment and target with unmatched precision and speed.

So what types of emotional segments does EmotionsAI identify? In this guide, we’ll break down the 10 audience segments EmotionsAI detects, what motivates each type of visitor, and how to activate smarter personalization strategies using AB Tasty’s experience optimization platform and widget library. 

10 Audience Segments

While there are thousands of emotions running through a shoppers mind, EmotionsAI has found users fall into one of the following 10 emotional segments:

Let’s look closer at each segment:

Competition

Competition-oriented visitors strive to make the best possible choice to stay ahead and be the best.

Characteristics

Competition-oriented visitors thrive on being in the spotlight. They love being the center of attention. They possess leadership qualities and care deeply about how others perceive them.

AB Tasty’s toolbox for Competition:

  • Social proof widget
  • Countdown widget
  • Custom recommendations
  • Leaderboard or badges

Use cases

Influence purchase with customer reviews.

Reviews are a great example of quantitative evaluation of product quality. This aspect is important to convert competition-oriented visitors.

Create a dynamic experience.

Less is more with the competition segment. Get straight to the point and avoid excess messages with these visitors.

Create a dynamic experience.

Use short and action-oriented messages.

Enhance engagement with social proof.

Actionable wording is ideal for visitors in the competition segment.

Attention

Attention-oriented visitors need to feel that everything is done to satisfy them.

Characteristics

These visitors seek immediate enjoyment and want to maximize every opportunity without feeling limitations. They want to feel special and valued. They appreciate personalized experiences and marks of attention like gifts.

AB Tasty’s toolbox for Attention:

  • Simple pop-in widget
  • NPS widget
  • Progress bar widget
  • Wheel of fortune widget

Use cases

Highlight free services.

Highlight price discounts, free services, and special gifts for visitors with a need for personalized attention.

Highlight discounts.

Lower the visual importance of price​​.

Experience shows that people with a high need for attention tend to prefer when prices are less prominently displayed on a website.

Safety

Safety-oriented visitors need to feel secure and in control of their situation, rather than uncertain and threatened by ambiguity.

Characteristics

These visitors experience emotions intensely, are highly sensitive, and can be prone to anxiety. They tend to react negatively to stress marketing efforts and too many messages.

AB Tasty’s toolbox for Safety:

  • Banner widget
  • Reorder elements in visual editor 
  • Hide elements in visual editor
  • Change colors in visual editor

Use cases

Provide reassurance about payment security.

Emphasize the safety and reliability of online payments.

Provide reassurance about your data privacy.

Highlight secure handling of personal information.

Multiple ways to build trust with safety-oriented visitors.

Experiment with messaging in the same A/B test to find what resonates best.

Avoid negative wording.

Remove negative messages such as an “EXIT” button.

Avoid stress marketing.

Stress-based marketing goes against the expectations and values of safety-oriented visitors. Itʼs best to avoid pressure tactics.

Comfort

Comfort-seeking visitors need to drift through the customer journey in a peaceful, undisturbed environment, free from disruptions and unnecessary effort.

Characteristics

These visitors value simplicity, minimal effort, and hassle-free experiences. They enjoy services that make their lives easier and prefer to stay far away from crowds.

Comfort-seekers also value the coziness and tranquility of their own home.

AB Tasty’s toolbox for Comfort:

  • Banner widget
  • Video pop-in widget
  • Drawer widget
  • Spotlight widget

Use cases

Highlight delivery options.

Have free delivery? Let your comfort-oriented visitors know!

Highlight convenience when it comes to payment options.

Show how easy it is to make a purchase, including flexible payment options.

Highlight convenience about future use.

Highlight that customers wonʼt face any hassle for a long time post-purchase.

Provide additional information for buying from home.

Display details by default for comfort-oriented visitors. Highlighting convenience is key.

Community

Community-oriented visitors need to feel a strong connection with the people they care about and their environment.

Characteristics

These visitors seek a sense of belonging and enjoy sharing with people they care about. They value the positive impact of their actions on others and on the environment.

AB Tasty’s toolbox for Community:

  • Social proof widget
  • Social sharing widget
  • NPS widget
  • Spotlight widget

Use cases

Highlight options to purchase gifts.

Feature products or vouchers they could gift to loved ones.

Highlight positive impact on people or the environment.

Add eco-friendly/natural tags of your products and services.

Use the visitorʼs name when possible.

Using first names makes community-oriented visitors feel part of the brandʼs community.

Immediacy

Immediacy-oriented visitors need to be constantly stimulated by suggestions of actions to take.

Characteristics

These visitors want constant engagement and quick results. They are looking for instant gratification and simple options.

AB Tasty’s toolbox for Immediacy:

  • Banner widget
  • Virtual click widget
  • Wheel of fortune widget
  • Scratch card widget

Use cases

Propose pay later options.

Highlight simplicity: free returns, buy-now-pay-later, and other convenient features.

Remove unnecessary items.

Showing other items might distract these visitors – less is more. For example, the navigation bar from the home page on mobile.

Encourage immediate action with a strong CTA.

The CTA “Order Nowˮ encourages immediate action.

Limit excess information.

Immediacy-oriented visitors are interested in moving fast. They donʼt want to lose time reading the details.

Notoriety

Notoriety-seeking visitors prefer to minimize risk by choosing options already validated by a large number of people.

Characteristics

These visitors follow popular trends and validated choices.

They rely on social proof and reassurance from their peers, favoring well-established choices over uncertainty. These individuals have a risk-averse mindset.

AB Tasty’s toolbox for Notoriety:

  • Social proof widget
  • Spotlight widget
  • Social sharing widget
  • Best seller recommendation

Use cases

Show high-quality brand content, instead of user-generated content.

Professional photos on your website will communicate more sophistication.

Highlight details of the guarantee to minimize risk.

Highlight the highest level of quality & guarantees associated with your products, services or brand.

Highlight classical/historical payment methods.

Highlight how products can be purchased in-store.

Use dark/somber colors.

Notoriety-oriented visitors will perceive a darker color palette as more sophisticated and credible.

Understanding

Understanding-oriented visitors need factual and comprehensive information to make decisions.

Characteristics

These visitors seek detailed, well-structured information to make informed decisions through logical, goal-driven processes.

They value comprehensive and factual content that clear explains their options and supports rational decisions.

AB Tasty’s toolbox for Understanding:

  • Banner widget
  • iFrame widget
  • Video pop-in widget
  • Progress bar widget

Use cases

Propose more information.

Offer more information to these understanding-oriented visitors so they can make the most informed decision.

Focus on numbers more than on narratives.

Remind visitors about their discount consistently throughout the journey (only for understanding-oriented visitors).

Provide clear goals.

Are they close to reaching the free delivery threshold? Use a progress bar to let these visitors know so they can reach their goal.

Provide clear check-out steps.

Make each step in the purchase funnel clear.

Change

Change-oriented visitors seek new experiences, fresh adventures, and opportunities to break free from routines.

Characteristics

Adventurous and constantly seeking new experiences, they enjoy stepping out of their comfort zones and exploring unfamiliar places and ideas.

AB Tasty’s toolbox for Change:

  • Banner widget
  • Before/after image widget
  • Snowflake animation widget
  • Video pop-in bar widget

Use cases

Highlight new features about products and processes.

Highlight “Partner vendor” when launching a marketplace.

Highlight new/popular payment options.

Options like buy now, pay later keep the momentum while shopping online.

Spotlight innovative features.

Insert a buying guide in the search results and allow these users the opportunity to explore new information.

Spotlight innovative services.

Highlight unique delivery options such as delivering to the room of your choice.

Hide reminders of market standard features.

Remove “100% secure paymentˮ that has been a long-time guarantee for online shoppers.

Quality

Quality-oriented visitors need qualitative information to make decisions.

Characteristics

These visitors value high-quality products and prefer stories rather than number-based descriptions.

AB Tasty’s toolbox for Quality:

  • Before/after image widget
  • Video pop-in widget
  • NPS widget
  • Banner widget

Use cases

Highlight the brand when marketing products.

Add to the product’s story by featuring the brand and other key details.

Highlight the quality of the product from other buyers.

Include detailed product reviews and quality certifications

Donʼt insist on discounts.

These visitors are more interested in quality. Showing them discounts could deter them away from your product.

Highlight well-known payment & delivery partners.

Trusted payment and delivery options are always going to be preferred over less familiar ones.

Conclusion

Discover how EmotionsAI can turn emotional insights into higher engagement, better targeting, and more conversions.

SEE IT IN ACTION

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Case Studies

On The Beach Tests the Water with Personalization

+200 more bookings online

30 experiments per month

On The Beach has perfected its personalized messaging by using AB Tasty’s experience optimization platform to speak to its different customer segments, leveraging data-driven decision-making to get more beaches to more people.

On The Beach is a UK travel company specializing in beach holidays. Known for their vibrant and dynamic brand image, they provide hassle-free and affordable beach holiday experiences. 

They strive to appeal to a wide range of travelers, offering a wide selection of destinations, accommodations, and activities.

Often highlighting the excitement and joy of beach vacations, their website showcases the company’s commitment to creating unforgettable holiday experiences. By promoting transparency, flexibility, and excellent customer service, On The Beach has established itself as a trusted and sought-after brand in the UK travel industry.

Fine Tuning the Customer Journey

As On The Beach caters to a wide range of customers, it’s important to ensure that their website provides a personalized experience according to each customer’s needs.

Customers start the journey of looking for their perfect holiday, they may often visit a website multiple times before making a final decision and reaching the final stage of purchase.

This means they have new or returning customers coming to their website. The company should be able to show it understands its customers by providing personalized and targeted messaging along the different stages of the customer/purchasing journey.

This is where testing and experimentation become vital as On The Beach finds the right messaging with the highest positive impact on its different user segments. The Conversion Rate Optimization Manager, Alex McClean, explained,

“We’re trying to look at how we can take our different customer types and give them a better, improved journey”.

An example is when they used different badges to recommend holidays to individual segments coming into their site. With the help of AB Tasty, they discovered that new users preferred a recommendation marked “Bestsellers” and that returning users reacted better to “Our pick”, as they already had trust in the brand.

Testing these various types of messages allowed them to determine the right messaging for each user group, ultimately leading to increased bookings.

The Roll-Out of AB Tasty Across the Company

On The Beach understood the advantage of being able to test and learn after seeing the impact that A/B testing has on their business. In this way, after trying simple tests, based on content and product placement, they started to increase the number of tests they did a month while bringing in other team members. 

By sharing test results, learnings, and best practices, On The Beach ensured that all departments, including marketing, product development, and customer support, had access to the latest information. This cross-team collaboration enabled the company to make data-driven decisions, implement successful optimizations, and continuously enhance the overall user experience, resulting in increased customer satisfaction and business growth. A real experimentation culture was fostered.

When we first started using AB Tasty we were looking at rolling out maybe five to ten tests a month. But now, as the business has advanced its testing capabilities and more people are getting involved, we’re rolling out 20-30 tests, with buy-in from the whole business

Key Support from AB Tasty

One of the great advantages for On The Beach, as their testing program expands, is being able to learn at speed, as well as the support they receive from AB Tasty’s teams. 

With a responsive and knowledgeable support staff, AB Tasty assists On The Beach in setting up tests, interpreting results, and implementing optimizations. They offer timely and personalized assistance, guiding the company through the testing process and offering expert advice on best practices.

Alex explains,

“For us, the real reason that we chose AB Tasty, and what differentiated AB Tasty from the competitors was the level of service that we were offered. We have complete access to developers, really attentive CSMs, It’s really beneficial to keep things moving where we don’t need to go to our development team”

The support from AB Tasty means that On The Beach can leverage and grow at speed. The learnings that are achieved through testing mean they can improve their site experience and conversions, re-iterate, and grow to provide a customer experience that speaks to their audience.

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Case Studies

Pan Pacific Hotels Group Uplifts Revenue with Audience Segmentation

+35.3% Visitor-to-book rate

+32.1% Overall search-to-select rate

Founded in 1975 and headquartered in Singapore, The Pan Pacific Hotels Group operates over 20 luxury hotels, resorts and serviced suites across Asia, North America, Oceania and Europe. The hospitality giant has stepped foot into the world of personalization, and AB Tasty is their platform of choice.

CHALLENGE

As we moved past the Covid pandemic, hospitality brands have been hungry to gain back lost revenue. It is key for brands to level up their customer experience (CX) to withstand intense competition.

TEST IDEA

For this experiment, the team was interested in uplifting overall bookings from couples and families. They theorized that creating a linked end-to-end experience for this audience group would uplift revenue, and AB Tasty was the perfect tool to support their personalization goals.

Two audience profiles were created from multiple data sources in a customer data platform and shared with the front-end marketing tools. These audiences were Families and Couples.

Using this audience data, a personalized digital experience was powered. Website visitors were directed to custom landing pages, which featured banners and offers tailored for their segment.

Global Homepage Family_cropped
Family Variant
Couple Variant

RESULTS

The results were impressive. The team saw a 35.3% uplift in visitor-to-book and a 32.1% increase in search-to-select.

Couples and families who saw a personalized experience were 21% and 31% more likely to revisit the site respectively, compared to the control group.

Clicks on the homepage hero banner and navigation usage dropped significantly, proving that personalization enabled users to convert without extra website navigation.

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Case Studies

How Hanna Andersson Experiments Its Way to Higher Lifetime Value

+8% PLP Clicks

+22% Purchase Rate

About Hanna Andersson

Adored by parents around the world, Hanna Andersson offers a wide range of children’s clothing and matching pajamas for the entire family. Founded in Portland, OR by Gun Denhart in 1983 as a purely catalogue company, the brand has since successfully made the transition to online sales.

Increasing Customer Lifetime Value

“One of our challenges is marketing our toddler collection,” explains Morganne Hatfield, Marketing Analyst at Hanna Andersson. “We recently combined the kids line and the toddler line into one collection. But toddler is a key demographic – if we can get moms to discover and fall in love with Hanna Andersson clothing for their young children, chances are they’ll stay loyal customers as their kids grow, increasing their overall customer lifetime value (CLV).”

Creating an e-commerce growth engine

Expanding a product line is a far-reaching goal that affects all aspects of a business. Morganne’s challenge was to figure out how to use Hanna Andersson’s website to increase awareness and sales. But where to start! The team could rewrite product descriptions, increase or decrease product image sizes, add customer reviews or implement a cross-sell bar…

The possibilities were endless: what was the best tactic to increase growth?

Experiment to increase uplift

Enter experimentation. Hanna Andersson’s SVP of Digital was a firm believer in the merits of testing and using data-driven rationales for optimization. Through a prioritized experimentation roadmap, the team could systematically test their optimization ideas, learn from the results, and implement winning variations. No more guesswork or time lost in internal debates. 

Is a picture worth a thousand conversions?

One idea Morganne was eager to test involved the default image shown on the product listing pages (PLPs) and product description pages (PDPs) of the toddler section.

When someone went browsing through the toddler collection, the first image on the page showed the clothing item sized for an older child – not a 1 to 3 year old. Though the product itself was identical, it certainly didn’t look the same when sized for a lanky seven year old versus a toddler still round with baby fat. Her idea was to test whether it was worth the effort to photograph the smaller sizes and use them for the toddler product page images. Would they convert better?

Morganne decided to test swapping out the default image with one where the item was sized for a toddler, but only if the user was navigating from the toddler section of the site. “I wanted to test if buyers would react more positively to the age-appropriate clothing, whether this would increase basket rate and overall conversion rate.”

Hanna Andersson control
Control

Hanna Andersson variation
Test

Significant revenue impact

After a quick set up, the test was live and results rolled in: the experiment was an absolute success. “I was honestly surprised by just how well it worked – clicks on PLPs increased by about 8%, and purchase rate on those items by 22%, which is huge. At the time of this test we only had a handful of toddler-sized items online. But we’ll soon be offering 100% of our line in these sizes, so if you multiply these results by hundreds of products, the revenue impact is significant.”

“Our merchandising team was thrilled”

Not only did the test have a positive impact on immediate business metrics, it was also another step in solidifying the marketing for the toddler clothing line.

“When I shared these results in our quarterly review, our merchandising team was thrilled,” explained Morganne. “Having this kind of data-driven evidence helps us confidently make strategic investments – this knowledge is really helpful,” concludes Morganne.

AB Tasty enables agility

AB Tasty’s ease of use was instrumental in the success of this experiment.  Without the marketing-friendly interface and widget library, it wouldn’t have been possible to get this test up and running in under a week.

 “It’s great to be able to use AB Tasty to launch these kinds of campaigns independently, without having to bother our dev team,” says Morganne. “We’re really pleased with the results we’ve had, and how agile the AB Tasty Customer Success team has been. The widget library especially – the countdown banners, NPS surveys – have been key in enabling us to be autonomous and launch campaigns fast. ”

Looking forward

This test on the toddler line was undoubtedly a success. But that doesn’t mean the testing ends. Continuous optimization is key to fully reaping the benefits of experimentation and personalization, and Morganne intends to continue perfecting the customer journey. “We dug into the data and realized that, although 70% of our traffic comes from mobile devices, there’s still a lot of room for improvement when it comes to converting that traffic,” explains Morganne. “We’re excited to see what more we can achieve with AB Tasty!”

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Case Studies

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).
Clarins singles day campaign

Clarins wheel of fortune campaign“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.”

– Célia Rigaux, E-Commerce Director, EMEA, Clarins

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Case Studies

How a Dedicated Optimization Program Helped Fragrance Direct Delight Its Customers

+21% Revenue Uplift

+20% Increase in Transactions

Fragrance Direct is a UK-based pure-play beauty retailer who has been operating since 1993. It sells over 14,000 products across 600 big-name brands, designer labels, and high street favorites. In addition to fragrances, Fragrance Direct sells makeup, skincare, and haircare products from both everyday and luxury brands. Fragrance Direct has been partnering with AB Tasty for over 2 years, and for just under 2 years with Endless Gain.

The Objective

To improve Fragrance Direct’s customers’ experience and generate the business more sales and profit. AB Tasty and Endless Gain approached this in three key ways with outstanding results.

The Approach

Social proof messaging helps instill trust in Fragrance Direct among customers

Research showed that the wider market awareness of Fragrance Direct was quite low. A variety of social proof messages were successfully introduced to new customers. These social proof experiences delivered an increase of over 8% in the user conversion rate.

Personalization helps strengthen an already-strong trading period

Fragrance Direct does very well during three gifting seasons: Valentine’s Day, Mother’s Day, and Christmas, through the Fragrance Finder page.

However, research showed that traffic volumes were low on this page (even during peak periods) despite high conversion rates, and users surveyed said they didn’t actually know what they were looking for from a gifting point of view when they arrived on this page. Using AB Tasty’s Audiences feature, Endless Gain identified users arriving on-site either looking for gifts or unsure about what to buy. These specific user segments were prompted with the question “Searching for gift?”.

Users who clicked on the prompt were taken to the Fragrance Finder page where they were then able to, through a series of personalized questions, engage with and find their desired gift.
The prompt was not shown to users who were not looking for gifts, in order to avoid distracting them and disrupting their journey with the brand. With tactical usage, this personalized strategy delivered a 10% increase in the user conversion rate for Fragrance Direct during their peak periods.

Helping customers checkout faster, and easily, increases sales

Multiple pieces of research highlighted the checkout funnel as one of the key priorities. Various steps within the funnel (and the fields within them) caused considerable friction for customers. Each of these elements, either singularly or combined, were likely to be harming conversions. Endless Gain redesigned multiple elements with the checkout. Through experimentation, the improvements increased the user conversion rate by 2%.

“Using AB Tasty, an efficient and flexible experimentation and personalization platform, enabled us to build on our optimization approach. To continue to build on that, we decided to hire Endless Gain. Working with Endless Gain means we get dedicated resources who are focused 100% of their time on improving our
customers experience without the distraction of day-to-day business challenges.”

– Julian Thompson, E-Commerce Director, Fragrance Direct

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Case Studies

How Eurosport’s Survey Pop-In Got 5K Responses in Less Than Two Weeks

5000 responses

3 countries

Eurosport is the go-to network for sports coverage in Europe. Working with AB Tasty since 2016, stakeholders across their Product, Web Analytics, and Digital Marketing teams have quickly excelled at more nuanced experimentation that leverages personalization and precise targeting to create relevant experiences for the company’s international clientele.

Challenge

The Australian Open, like all Grand Slam tournaments, is a huge event for Eurosport. Coverage is comprehensive to meet the demand of its viewership, spanning best-of-the day replays, clips of press conferences, and interview-style videos of athletes sharing insights. But, as one would expect, the main attraction is consistently the real-time streaming of matches. These high-profile events will always be top performers when it comes to traffic and streams. But Eurosport wanted to more concretely evaluate the quality of its coverage from viewers’ perspectives—using these insights to drive and refine their larger live event strategy.

Campaign

Using AB Tasty’s NPS widget, Eurosport set up a short campaign in which a survey pop-in would appear for desktop users in France, the UK, and Italy who viewed any Australian Open content. The first pop-in asked users to rank their satisfaction with the Australian Open coverage on a scale that ranged from “Very Satisfied” to “Not at all Satisfied.” After making this initial selection, a second pop-in would ask users to explain their reasoning in a write-in field.

eurosport nps 1

First survey pop-in

eurosport pop-in

Second survey pop-in

Results

At the end of the two-week experiment, roughly 5,000 written insights were collected from users—invaluable information on the strengths of Eurosport’s coverage and what could be improved (and how these sentiments varied between regions). But, two key reasons why this test succeeded was the timing and the targeting. Eurosport adapted the pop-ins to suit three different markets, which were strategically chosen for this test. They then ran the experiment during peak viewership as there was an increased likelihood of responses.

Takeaway Tip

As a pan-European company, Eurosport saw an opportunity to gain international insights on its viewership by running a survey during the Australian Open. This is one of the pillars of conversion rate optimization: sending the right message at the right time. While surveys and/or NPS pop-ins will always be valuable, maximize their potential by launching them during peak traffic times or high-profile events

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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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Case Studies

How Ashley Furniture Increased Conversions by +15%

+15% Conversions

-4% Bounce rate

Context

As a leading furniture and bedding company in the United States, Ashley Furniture generates a high volume of visitors to its online store, AshleyFurnitureHomeStore.com. For this reason, optimizing its purchase process was a key step in improving conversion rates for new visitors.

Issue

How to eliminate frustration during the purchase process to ensure hassle-free checkout conversions?

Objective

Reduce the amount of time spent in the purchase funnel and lead the user to a faster and more effective conversion.

Implementation

We hypothesized that Ashley Furniture was struggling to convert new visitors due to their lengthy checkout process. On the original site, if the user did not enter their delivery and billing address while creating their  account, they would need to add in this information during the conversion funnel.

We decided to remove this step from the conversion funnel and test if that would improve conversion rates. The question was where in the customer journey this step would be implemented?

We tested a variation where, if the user had not entered their address information during the initial account creation phase, they would be prompted to log in to their account, then led to a form where they would be asked to fill in their delivery address.

 

Ashely HomeStore Screen 1
Step 1 in the original checkout process

Ashley HomeStore step 2
Step 2 in the original checkout process

Ashley HomeStore variation
Simplified checkout process

The objective of this test was to get the user to fill in their personal information before checkout, thus saving them time and simplifying the purchase process. We know that checkout is already a lengthy process with a number of different steps such as logging in, selecting a delivery option and payment method before finalizing a purchase. Our goal was to simplify this process as much as possible.

Results

With this test, we eliminated client frustration by shortening the checkout process, thus reducing cart abandonment rates during the checkout process and creating a more fluid transition to the payment step. By removing this form from the purchase funnel, conversion rates increased by 15%.

“We use AB Tasty to execute A/B and multivariate tests and personalization of our online store AshleyFurnitureHomestore.com. Currently, our UX teams use AB Tasty to gain knowledge of user experience to solve a range of problems and to build new functionalities. With this tool, it is easy to A/B test our ideas to learn whether our hypothesis increases conversion rates, before implementing them on all of our traffic.” – Matt Sparks, eCommerce Optimization Manager, Ashley Furniture

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