Goal: Cart Abandonment

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.

Share on

LinkedIn Facebook Twitter

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.

Spark
your curiosity!

Get your copy of "EmotionsAI Fuels a Bold Approach for a North American Insurance Company" now.

Share on

LinkedIn Facebook Twitter

Case Studies

Pets at Home Drives More Users to the Checkout & Confirmation Page

>3% Increase in users reaching the basket page

>2.5% More users reaching the confirmation page

Pets at Home is the UK’s largest pet care business and provides pet owners with everything they need to be able to look after their pet – from food, toys and bedding, and grooming services, to first opinion veterinary care and world-class specialist veterinary hospitals.

The Challenge

Analysis indicated that Pets at Home’s users were not progressing further down the purchase funnel, with over two-thirds of users not moving past the basket page to reach checkout. It became clear that the website needed to be optimized to lower the abandonment rate and push more users into checkout.

Test Hypothesis

To lower the abandonment rate, the team at Pets at Home decided to implement a pop-up displaying the user’s basket items upon returning to the website. Reminding users of the items in their basket would hopefully encourage them to view their basket and drive more users to ultimately convert.

Winning Variation – Saved Basked Prompt

Results

The test was set up to target desktop users who had at least one product in their basket. Directing approximately half of their traffic to the variation, the variation proved successful after having run for 3 weeks. The variation significantly drove more users to the checkout & confirmation page.

 

“Introducing a saved basket prompt for returning users when they return on Pets at Home’s website increased more users to checkout and convert. We’ll also be running this test on mobile to see how this performs.” – Halima Satheya, Digital Optimisation Lead @ Pets at Home

Spark
your curiosity!

Get your copy of "Pets at Home Drives More Users to the Checkout & Confirmation Page" now.

Share on

LinkedIn Facebook Twitter

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

Spark
your curiosity!

Get your copy of "How Ashley Furniture Increased Conversions by +15%" now.

Share on

LinkedIn Facebook Twitter