Feature: Audience Segments

Case Studies

David Jones accelerates digital transformation with AB Tasty’s experimentation and personalization solutions

For more than 185 years, David Jones has set the benchmark for premium retail experiences in Australia. Known for its heritage of quality, service, and trust, the brand built its reputation on personalized, high-touch interactions in-store.

Driven by a clear vision to make every online experience as seamless and refined as its physical stores, David Jones turned to AB Tasty to embed a culture of experimentation and personalization into its digital strategy.

CHALLENGE

As a traditional retailer with deep roots in brick-and-mortar success, David Jones needed to evolve rapidly to meet new expectations.

The sudden acceleration of online shopping revealed key friction points in the customer journey – from discovery and navigation to fulfillment options like Click & Collect.

Customers accustomed to premium, intuitive service in-store expected the same quality and ease online. Yet replicating that feeling digitally required more than a facelift; it called for real-time testing, validation, and the ability to make confident, data-informed decisions.

COVID brought a lot of users online, and as a traditional brick-and-mortar store we realised where our experience lacked. A/B testing allowed us to quickly evolve and create solutions where we didn’t even know we needed them.

Tom Shepherd, UX Lead, David Jones

EXPERIMENTING WITH AB TASTY

To address these challenges, David Jones implemented AB Tasty’s Web Experimentation and Personalization solutions at the heart of its digital experience strategy.

Through AB Tasty, the UX team gained the flexibility to design, launch, and measure experiments with speed and precision – transforming how decisions were made across the business. The platform’s intuitive interface and dynamic reporting enabled the team to uncover and validate friction points across the customer journey, turning insights into action without lengthy development cycles.

Experimentation became a natural extension of David Jones’ UX practice. Every idea – whether a new layout, message, or design element – could be tested and validated with real customer data before rollout. This approach not only reduced risk but empowered the team to move faster, continually improving experiences and responding to changing shopper behaviours.

AB Tasty’s tools really support us to test new ideas and experiences quickly. The ability to measure secondary metrics and filter out irrelevant sessions has changed how we evaluate experiments and make post-testing decisions.

Tom Shepherd, UX Lead, David Jones

David Jones believed that embedding continuous experimentation within its UX process would allow the brand to:

● Identify and remove friction from critical journeys like Click & Collect and checkout.
● Personalize content and interactions to make every digital experience feel more relevant.
● Accelerate innovation by validating ideas directly with customers, reducing guesswork.

THE CAMPAIGN

With a growing focus on loyalty and personalization, the David Jones digital team identified a key area of opportunity: encouraging more visitors to sign in or sign up.

Many users were browsing anonymously, missing out on personalized content, tailored recommendations, and exclusive benefits. The goal was simple – drive higher engagement with the account icon and sign-up flow, without disrupting the customer journey or adding unnecessary friction.

HYPOTHESIS

The team hypothesised that drawing subtle attention to the account icon could nudge more users to log in. By introducing a small animated red dot notification, they aimed to spark curiosity, create visual prominence, and encourage interaction – all while maintaining the brand’s elegant, minimalist aesthetic.

EXPERIMENTATION

Using AB Tasty’s Web Experimentation solution, David Jones targeted desktop, non-logged-in users across all pages featuring the main navigation bar.

The experiment compared the original version of the header with a variation featuring the pulsing red dot next to the account icon. This simple UX cue would act as a visual invitation – catching the user’s eye and prompting engagement with their account.

RESULTS & LEARNINGS

The results spoke for themselves. In the lead-up to launching their loyalty program, the test achieved outstanding results.

● +81% uplift in clicks on the account icon
● +31% uplift in clicks on the sign-up button
● 27% of users who clicked went on to sign in or create an account

By successfully increasing account engagement, the experiment opened the door for deeper personalization and ongoing loyalty initiatives across the site. This experiment demonstrates how data-driven UX testing and micro-interactions can have a major impact on key digital goals.

INTERNAL IMPACT

Integrating AB Tasty has revolutionised how David Jones approaches digital optimization. With a single platform for experimentation and personalization, the brand now delivers seamless, customer-first experiences backed by real data rather than assumption.

● Culture of experimentation: Every department now sees testing as a path to smarter, faster decisions.
● Agility at scale: Tests that once required long development cycles are now launched in days.
● Confidence through validation: Every change is backed by live customer behaviour and measurable impact.
● Customer-centred innovation: Data from AB Tasty drives personalization and ongoing refinement.

With AB Tasty, we can move fast, stay creative, and make decisions based on real data. It’s helped us bridge the gap between our in-store excellence and our online experience.

Tom Shepherd, UX Lead, David Jones

CONCLUSION

Founded in 1838, David Jones is Australia’s most prestigious department store, renowned for quality, service, and style. Today, the brand combines its rich heritage with cutting-edge digital innovation — using AB Tasty to deliver seamless, personalized experiences that keep customers returning again and again.

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Case Studies

EmotionsAI Fuels a Bold Approach for a North American Insurance Company

140% application submissions

340% emails addresses collected

A North American insurance company, known for providing health and life insurance, partnered with AB Tasty to take its customer experience to the next level. Using EmotionsAI, they transformed how they connect with their customers—getting to the heart of what people really want and need. The result? Smarter, more agile personalization that boosts engagement and drives big results.

CHALLENGE

In the early days of its digital transformation, the company relied on assumptions to guide its personalization strategy. This approach made it hard to keep up with user needs, let alone adapt quickly. They needed a solution that wasnʼt just smart—it had to be insightful and flexible. Thatʼs where AB Tastyʼs EmotionsAI came in, turning their assumptions into a data-driven game plan, enabling bold, agile strategies powered by emotional insights.

EXPERIMENTING WITH EMOTIONSAI

EmotionsAI opened up a whole new world of understanding. By segmenting users based on emotional needs—like “Need for Competitionˮ and “Need for Safetyˮ—the company started creating hyper-targeted, meaningful experiences. Every insight became an opportunity to test, tweak, and try again, helping them build momentum toward measurable success.

  1. Boosting engagement with email capture
    Low engagement on the dental page for mobile users was a challenge. This prompted the team to introduce an “Email My Quoteˮ pop-up for those who hadnʼt scrolled within 20 seconds. This simple nudge proved highly effective in capturing leads:
    ● 340.54% increase in email addresses collected
    ● 0% impact on ongoing application activity

With EmotionsAI, weʼre finding unique ways to capture our usersʼ attention and engage them effectively.

AVP of Ecommerce
  1. Winning Back Application Abandoners
    Not every customer finishes what they start. For users who abandoned their application but returned to the dental landing page, the team tested an automatic quote widget. This gentle reminder worked wonders:
    ● 95.83% increase in applications started
    ● 23.47% increase in applications submitted
  2. Addressing “Need for Immediacyˮ with FAQs
    For users craving quick answers, the team brought FAQs front and center—strategically placing them right above the quote area for dental insurance. By giving customers what they needed faster, they encouraged more completed applications:
    ● 140.33% increase in application submissions with FAQs above the quote section.

“The insights from EmotionsAI enable us to fine-tune content placement based on customer needs, driving immediate results.

Digital Marketing Strategist
  1. Engaging Non-Buyers with a Pop-In
    Not every visitor is ready to commit right away, and thatʼs okay. For users lingering on the page without taking the next step, the team used a pop-in targeting emotional segments like “Safety,ˮ “Comfort,ˮ “Community,ˮ “Immediacy,ˮ and “Notoriety.ˮ It was the nudge these users needed:
    ● 55.18% increase in Kit submits among targeted segments.

INTERNAL IMPACT

EmotionsAI has transformed how this insurance provider approaches testing. By embracing a data-driven culture of agility and improvement, the team has started building trust across the organization. Marketing and customer service are now exploring how EmotionsAI insights can refine their strategies, setting the stage for future cross-department collaboration. While iterative testing has long been part of their process, EmotionsAI takes it to the next level. By integrating emotional segmentation into their strategy, the team has made testing more precise and impactful—turning insights into actions that resonate with their audience.

EmotionsAI is not just a tool; itʼs changing how we approach customer experience, making us bolder and more effective across the board.

Ecommerce Manager

With EmotionsAI, this North American insurance company is just getting started. Hereʼs whatʼs next:
● Personalized call center experiences: Using emotional insights to make real-time interactions more meaningful.
● Smarter digital remarketing: Refining campaigns to resonate with high value customer segments.
● Organization-wide adoption: Expanding EmotionsAI insights across all teams for a unified, customer-first strategy.

CONCLUSION

With the AB Tasty platform and EmotionsAI, the company has shifted from a one-and-done testing mindset to an agile, always-evolving strategy. Every test brings them closer to their “betterˮ—creating smarter, more meaningful experiences for their customers and empowering their teams to think big, act boldly, and keep improving.

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Case Studies

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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Case Studies

Samsonite APAC personalizes customer journeys with EmotionsAI

+108% Click on Ratings - Competition Segment

+7.17% Overall Transaction Rate

Explore how Samsonite, a leader in the global lifestyle bag industry and one of the world’s largest travel luggage companies, elevated their digital strategy with AB Tasty.

With luggage being a thoughtful, infrequent purchase, the Samsonite APAC team faced the challenge of helping customers find their ideal luggage solution in as few clicks as possible.

By integrating EmotionsAI and leveraging AI-driven emotional insights, Samsonite APAC tailored the shopping experience based on key emotional drivers like ‘Competition’ and ‘Safety,’ making every interaction more relevant and engaging.

Focusing on critical touchpoints like the homepage, product pages, and checkout, Samsonite saw a 108% increase in clicks on product ratings from the competition segment and a 7.17% lift in transaction rates. By understanding and catering to diverse customer needs across regions, they streamlined the path to purchase and reinforced their position as a leader in the travel industry.

Download the full case study to learn how emotional personalization can revolutionize your customer experience.

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Case Studies

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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Case Studies

DirectAsia Simplifies Insurance Experiences with Empathy

+14.8% Access to Quote Page V1

+10.9% Access to Quote Page V2

Through the use of simplified and confidence-building journeys, DirectAsia is transforming the traditionally tedious task of buying vehicle and travel insurance into a seamless experience that reflects the overall convenience of their brand and services.

Part of this transformation lies in their strategic partnership with AB Tasty and the integration of EmotionsAI to better understand their customers and boost their experience optimization roadmap.

With insurance buyers increasingly seeking reassurance, trust, and intuitive experiences, DirectAsia recognized the need to evolve beyond traditional approaches to meet these demands. Like many financial services, insurance is inherently complex by nature.

DirectAsia ran tests focusing on an area on their website where they knew they had room for improvement. They compared the results of that test on segments selected by EmotionsAI versus a broader audience. Download the case study to find out how EmotionsAI expedited visitor journeys through to their quote page.

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Case Studies

Groupama increases quote submissions with EmotionsAI

10% increase in quote submissions

2 point 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.

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Case Studies

La Redoute triples A/B test success rate with EmotionsAI

3x success rate of A/B tests

4% increased revenue per visitor

La Redoute is a French multichannel retailer specializing in home decor as well as apparel. Its e-commerce site is the top ranked French site with over 7 million unique visitors each month.

CHALLENGE

The team at La Redoute was eager to change up the way they optimized the website. They wanted to find ways to improve engagement through optimization, especially on mobile. 

They turned to EmotionsAI by AB Tasty to help deliver the most individualized experience possible for visitors to their site. 

Using AI-powered segmentation to build better experiments, they started to let the psychology behind their customers’ decisions help shape their optimization.

RESULTS

After implementing EmotionsAI and creating new emotions-based audience segments,
La Redoute saw a significant impact on their engagement rates. The enhanced customer experience led to a 4% increase in revenue per visitor as well as a 3% increased conversion rate.

TAKEAWAYS

Since using EmotionsAI, La Redoute has tripled the success rate of their A/B tests, completely changing their approach to optimization. 

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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 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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