Balibaris Boosts Conversions with AB Tasty’s Recommendations
+Conversion rate improved year-over-year
+Time saved with automated sorting
Balibaris, a leading French men’s ready-to-wear brand, sought to elevate its online shopping experience to match the high standards of its physical stores. To achieve this, they partnered with AB Tasty to implement the powerful Recommendations and Merchandising solution.
By integrating intelligent e-merchandising, Balibaris successfully automated time-consuming tasks, allowing their digital team to focus on more strategic initiatives. The result? A significant boost in conversion rates and a more streamlined, customer-centric shopping experience.
AB Tasty’s solution allowed Balibaris to showcase key products, curate visually appealing assortments, and promote seasonal items—all tailored to each visitor’s preferences. This not only improved the relevance of the product offerings but also enhanced the overall brand image, making it easier for customers to find exactly what they’re looking for.
Discover how AB Tasty helped Balibaris transform its e-commerce platform into a dynamic, responsive shopping environment that drives business growth.
Spark your curiosity!
Get your copy of "Balibaris Boosts Conversions with AB Tasty’s Recommendations" now.
Le Slip Français Boosts Online Sales with AB Tasty
€1,200Daily sales generated by Recommendations
€540Daily sales generated by targeted pop-ups
Le Slip Français, a prominent French digital-native vertical brand (DNVB) celebrated for its 100% Made in France apparel, partnered with AB Tasty to elevate its e-commerce performance and boost online sales.
Facing increasing competition and a growing product catalog, Le Slip Français recognized the need for more effective on-site personalization. By integrating AB Tasty’s AI-driven product recommendations at critical touchpoints throughout the customer journey, the brand successfully increased revenue by an impressive €181,000.
Visitors who engaged with these personalized recommendations spent, on average, nine times more than those who did not. Additionally, targeted pop-ups implemented by AB Tasty played a significant role in enhancing conversion rates, generating an additional €20,000 in just two months.
AB Tasty’s innovative, cookie-free technology not only ensures a seamless and personalized shopping experience but also guarantees compliance with evolving privacy regulations. If you’re looking to optimize your online strategy and achieve similar success, discover how AB Tasty can transform your e-commerce business.
Spark your curiosity!
Get your copy of "Le Slip Français Boosts Online Sales with AB Tasty " now.
Groupama increases quote submissions with EmotionsAI
10%increase in quote submissions
2point increase passage to next step
Groupama is a multinational insurance group operating in 10 countries. They turned to AB Tasty’s EmotionsAI to help better adapt their testing strategy to fit their wide range of customer profiles.
CHALLENGE
Groupama wanted to find a way to better adapt their A/B testing approach to fit customers unique emotional needs. They already had a testing solution in place but were curious about the innovative emotional targeting from EmotionsAI.
TEST IDEA
An A/B test was created focusing on the quotes form. The “Intuitive” segment was shown a reassuring message on the quote form promising the protection of their private data. Meanwhile, the “Rationals” segment was shown the form without the extra messaging, allowing them to continue without distraction.
RESULTS
Within 2 weeks, Groupama had their results. It was an instant win, with targeted messaging from EmotionsAI leading to a 10% increase in quote submissions. They also saw a 2 point increase in passage to the next step of the quote form, nudging customers further through the funnel.
TAKEAWAYS
With an early success of the first test, Groupama decided to implement EmotionsAI due to the immediate return on investment they saw.
Spark your curiosity!
Get your copy of "Groupama increases quote submissions with EmotionsAI" now.
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.
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.
Spark your curiosity!
Get your copy of "Pan Pacific Hotels Group Uplifts Revenue with Audience Segmentation" now.
Whitepages Boosts Subscriptions with AB Tasty’s Feature Experimentation
+23%Conversion Rate Increase
The Whitepages’ company mission is to build trusted connections in today’s digital world. Since 1997, Whitepages has excelled at meeting customers’ needs by providing information designed to help them stay connected, protected, and make informed decisions.
CHALLENGE
The Whitepages’ marketing team set a goal to increase conversion rate and boost memberships for their monthly plan by improving the structure of the pricing page and make it easier for customers to compare the different plans.
TEST IDEA
The layout of the price subscription page was changed so that all three plans were more prominently displayed next to each other in the form of expanded vertical menus to clearly showcase what’s included in each plan.
Dynamic toggles were also placed at the top so users could compare monthly and annual pricing plans while the bottom of the page featured a larger payment tab under the plans instead of next to them.
RESULTS
With the new layout, the team was able to present a simpler and easier navigation for Whitepages customers to seamlessly compare different plans with just the right amount of information they need to make a decision.
As a result, after one week, the team saw a 23% increase in conversion rate and a 31% increase in monthly membership plans.
TAKEAWAYS
Feature experimentation has given the Whitepages team the ability to quickly make adjustments while running a test, target a specific audience, and turn on or off a test or device type. This has given the marketing team greater flexibility and autonomy without relying on engineering sources which resulted in faster workflows.
The test involved more complex and dynamic elements (such as the inclusion of the contact’s record of the current plan to which the user is subscribed). This required each of these elements to interact with the entire IT system, which was only possible through server-side testing. The team plans to continue using server-side experimentation to test pricing pages to drive more conversions for the plan upgrades for current members and new users.
Spark your curiosity!
Get your copy of "Whitepages Boosts Subscriptions with AB Tasty’s Feature Experimentation" now.
Embark Veterinary Optimizes Product Pages to Drive Growth
+7%Conversion rate
How Embark Veterinary Optimizes Product Pages to Drive Growth
Learn more about how the e-commerce team at Embark Veterinary leverages experimentation and a data-driven approach to drive improvements across every key performance indicator.
7% increase in conversion rate
10% increase in revenue per session
Embark Veterinary, Inc. was founded on a passion for scientific research and a lifelong love of dogs. Their DNA test kits and online platform enable dog owners to better understand their dog’s breed, health, and much more while helping to advance research into the best ways to care for man’s best friend.
The Experimentation Program at Embark Veterinary
The team at Embark uses a few KPIs when determining the success of experiments. Of course, they always attempt to improve the conversion rate, but they also place a heavy emphasis on average order value.
Lastly, the team analyzes revenue per session as a primary KPI because it takes into account both conversion rate and average order value.
How can you best identify what information to present to customers at the right time and right place?
Because Embarks sells two products, a baseline product and a premium product, the team strives to sell more kits, but they also want to sell more premium kits.
The premium kits include information about dogs’ genetic health (not included in the baseline kits), and this particular experiment was designed to help customers understand the benefits of knowing additional health details for their pets.
The Embark team wanted to understand if different types of product copy would result in higher sales for their premium dog DNA test kits. In order to determine this, the team developed two tests: an initial test to understand the style of product copy that resonated with customers, ranging from clinical to emotional, and a second test to understand the impact of including examples in the product copy.
Test #1 included three variations of product copy ranging from more emotional to more clinical.
In this test, the team prepared three variations of copy. Variation 1 featured more “emotional” copy, variation 2 featured more “clinical” copy, and variation 3 struck a balance between “emotional” and “clinical.”
Results
The first test resulted in a very clear winner, not only indicating that the product copy makes a difference for customers but also that clinical copy resonates the most with their customers.
The clinical copy in variation 2 resulted in a 4% increase in conversion rate, a 3.5% decrease in average order value, and a 1% increase in revenue per session with the increase in conversion rate compensating for the decrease in average order value.
Test #2 included 3 variations of product copy with health examples ranging from less severe to more severe.
In this test, again, the team prepared three variations featuring examples ranging from “less severe” to “more severe.” Variation 1 included a “more severe” example, variation 2 included a somewhat balance example, and variation 3 included a less severe example.
Results
The addition of examples in the product copy made a huge difference. Showing customers a real scenario where they may need to have their dog’s additional health info has a direct impact on revenue. The “less severe” drove the most impact with a 7% increase in conversion rate, a $9 increase in average order value, and 10% increase in revenue per session.
Key Learnings
Understanding your customers and their needs is core to driving growth and delivering a better buying experience.
The Embark team always keeps a “what’s next” mentality. After seeing the potential impact of product copy through the first test, the team asked “what’s next” to figure out how to use a second test to draw more value out of that component of the product detail page.
ABOUT EMBARK
Embark Veterinary, Inc. was launched in 2015 with a passion for scientific research and a lifelong love for dogs. Starting with its best-in-class canine DNA test, Embark is building a powerful platform for scientific discovery that will accelerate advancements in personalized dog care. Embark offers the most scientifically advanced, most trusted, and highest-rated dog DNA tests on the market that helps dog owners, breeders, and veterinarians learn about their dog’s breed, health, and ancestry. Customers gain hundreds of actionable insights that inform more proactive care, and every test fuels new research to help all dogs lead longer, healthier lives. Embark is an official research partner of Cornell University College of Veterinary Medicine, was named to the Inc. 5000 list for the past two years, and was included on Forbes‘ next billion-dollar startups list.
For more information, visit Embark’s website at EmbarkVet.com.
Spark your curiosity!
Get your copy of "Embark Veterinary Optimizes Product Pages to Drive Growth" now.
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.”
Clarins UK Invests in Continuous Testing and Learning
30Markets worldwide
10Experiences/month
Innovating with Confidence: Clarins UK Strategy for Feature and Product Launches
Clarins uses testing and experimentation for all feature or product launches on their site. Learn how it informs their work and how they measure impact with AB Tasty.
Clarins is the number one global company for premium skincare and beauty products with a commitment to responsible beauty and an entrepreneurial spirit that informs everything they do. Their vision is to promote well-being and cosmetics for all women.
With over 150 markets around the world, the UK market is one of the strongest performers so we popped over to the Clarins UK office to speak with Roisin O’Brien, e-commerce trading manager, and Alejandra Salazar, e-commerce content manager, on their experimentation strategy.
Both Roisin and Alejandra use testing and experimentation as part of their everyday work. Their priority is to create the best experience that they can for their users. Data gathered from testing is analyzed to help them better optimize and personalize the customer experience.
The Importance of Continually Testing and Experimenting for Clarins UK
For Clarins, experimentation is woven into the fabric of the company. With the help of AB Tasty, their global team has enabled the company to become a leader in digital transformation, launching e-shops around the world and ensuring a consistent brand experience online and offline.
Clarins only pushes out significant features or products online once they have done testing first. As Alejandra describes it, “For us, backing up all experimentation with data is very important. The importance is that customers find products and what they need on the website, rather than complicating their journey.”
For us, backing up all experimentation with data is very important. The importance is that customers find products and what they need on the website, rather than complicating their journey.
Alejandra SalazarE-commerce Content Manager
In order to drive that experience, both in-store and online, experimentation and optimization are key to how they continuously improve. Experimentation enables them to try out new ideas, improve the customer journey as well as reach their commercial targets.
We wouldn’t be able to drive the numbers that we do without being able to test the experiences that we offer. We always run tests on new promotions and offers to make sure that we’re delivering a great customer experience as well as ensuring the commercial priorities of the website
Roisin O’BrienE-Commerce Trading Manager
Two variants that allowed the Clarins UK to effectively promote their gift sets with AB Tasty
Testing Gift Set Promotion
Because of this culture of experimentation, the UK team has deployed many different tests on their site – and shared those results with the global team.
One of their most successful tests was one where they encouraged users to opt for a gift set when shopping for certain items. Using AB Tasty to badge different products that were available as a gift set on the product listing and description pages, this simple test not only increased awareness, but also improved the transaction rate.
Roisin confirms: “Testing, experimenting, optimizing are all really important to continually improve on what we are already doing” We wouldn’t be able to drive the numbers that we do without being able to test the experiences that we offer. We always run tests on new promotions and offers to make sure that we’re delivering a great customer experience as well as ensuring the commercial priorities of the website.”
Adding the wishlist functionality to the product listing pages and the product description pages allowed users to save their favourite products and remember to purchase them later on.
Creating a wish list for customers
Many e-commerce managers are aware of how important the PDP pages are to tell the story of your brand. Today, they can often be the point of entry for your users on your site, which means they need to quickly communicate a sufficient amount of information about your brand. With that in mind, using AB Tasty, Clarins was able to provide an option for visitors to create a wishlist on these pages.
This test meant users could save a product they liked, or keep an eye on their favorite products to buy them later. The test proved to be a success as it resulted in a boost to their basket page views and a 1.84% increase in transactions.
As Alejandra explains, “By adding the wishlist option, you’re simplifying the customer’s journey and you are also making their decision a little bit simpler once they decide to convert.”
AB Tasty helps Clarins to test and experiment at speed. In a short space of time, they can assess whether new features or changes are working on the site in order to give a seamless customer journey. As Roisin points out, “We’re really passionate about continually optimizing what we’re already doing well, whilst also testing new theories to drive a great customer experience.”
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.
Spark your curiosity!
Get your copy of "MeUndies Lifts Revenue with Product Page Promo Banner" now.
Spreedly is a B2B payment orchestration platform that supports clients transacting through multiple payment services.
CHALLENGE
After Spreedly engaged AB Tasty as its experimentation platform of choice, we partnered with CXperts to fully onboard Spreedly in an effort to not only begin initial tests but also to build and support a mature experimentation program to scale as they grow.
TEST IDEA
CXperts and Spreedly decided to first test the homepage, hypothesizing that site visitors may not know about Spreedly’s trial. Additionally, improving the CTA could boost engagement and conversions. The teams developed two variations to test: one offering a “trial” and the other offering a “free trial.”
RESULTS
With this test, Spreedly realized a 34% increase in contact form submissions – their main goal – with 90% statistical significance. Although clicks to the CTA didn’t increase, it was clear that exposure to “trial” messaging had a positive impact.
AB Tasty has been critical in helping us make strategic, data-driven decisions that drive more conversions of our web traffic to leads for our sales team.
– Mike Taberksi , Senior Customer Insights Analyst
TAKEAWAYS
Over the course of the onboarding, CXperts was able to use AB Tasty to improve other key engagement metrics for Spreedly, such as pages visited, scroll depth, time on site, and revisit rate, all suggesting an increase in potential long-tail conversions. Additionally, the Spreedly team now has a roadmap of tests and the expertise they need to continue growing the program.
Spark your curiosity!
Get your copy of "Spreedly Boosts Lead Generation with AB Tasty" now.
Alejandra Salazar
E-commerce Content Manager
Roisin O’Brien E-Commerce Trading Manager
