On November 13th, AB Tasty brought together over 40 customers, partners, and digital experience leaders in New York City for Experience Next NYC. The event was a celebration of innovation, community, and the future of experimentation and personalization.
Spotlight on Customer Presentations
A highlight of the day was hearing directly from three standout brands, each sharing their unique journeys and results with AB Tasty:
1. Five Below Five Below showcased how they leverage experimentation to better understand their Gen Z audience and optimize the digital experience for a fast-growing, trend-driven retail environment. Their team shared practical examples of how rapid testing and data-driven decision-making have helped them stay ahead of shifting customer preferences and deliver engaging, relevant experiences at scale.
2. Physicians Mutual Physicians Mutual discussed how they leverage AB Tasty’s EmotionsAI to segment users by emotional engagement. This AI-driven tool analyzes user behavior to assign visitors to one of 10 emotional segments, enabling more precise targeting and personalization. By using EmotionsAI, Physicians Mutual can better understand and address the emotional needs of their customers, optimize digital journeys, and drive measurable results, all while maintaining compliance and trust in a regulated industry.
3. FootJoy The FootJoy team inspired the room with their story of achieving a 9 out of 10 test success rate, far above the industry average. With a small team and no prior testing background, they embraced AB Tasty’s AI-powered tools to ideate, execute, and report on experiments quickly and confidently. Their experience is a testament to how accessible, AI-driven experimentation can empower teams of any size to deliver outsized results
More Event Highlights
Hands-On Learning: Attendees got an exclusive first look at Wandz, AB Tasty’s newly acquired real-time adaptive customer experience platform. Wandz enables brands to deliver personalized experiences for the 90% of visitors who are anonymous or non-logged-in, adapting to every click, scroll, and session pattern in real time. With predictive AI, Wandz anticipates visitor intent within milliseconds, setting a new standard for personalization and helping brands achieve up to 15% revenue lift and 13.6% higher conversion rates. Showcasing how Wandz will close the gap for brands looking to engage every visitor, not just those with a known profile.
Meet Evi: The event also introduced Evi, AB Tasty’s new evidence-based marketing agent. Evi is more than just an AI assistant, it’s a suite of intelligent tools designed to empower your entire workflow, from idea generation to reporting. Evi helps teams move faster, test smarter, and turn data into strategy without the guesswork. With features like Evi Ideas, Evi Content, Evi Hypothesize, and Evi Analysis, teams can unlock data-backed inspiration, craft clear hypotheses, and deliver straightforward insights, all in one place. Early adopters are already seeing a 53% increase in campaigns launched and 33% more experiments created, making Evi a true sidekick for digital teams.
Looking Ahead
Experience Next NYC was more than just an event, it was a celebration of our global customer community’s drive to push the boundaries of digital experience. The energy and ideas shared are already translating into new collaborations and customer initiatives, and we’re excited to see how these connections will shape the future of experimentation and personalization together.
Missed the event or want to relive the highlights?
Watch the full recap video here
Stay tuned for more Experience Next events and opportunities to connect, learn, and innovate together!
For two decades, the digital playbook has been clear: get clicks. Whether you’re selling sneakers or flights, success has been a game of climbing search rankings, optimizing landing pages, and guiding users through a funnel you meticulously built on your own website. That predictable path from a Google search to your checkout page is now being fundamentally rerouted.
The era of AI-driven discovery is here. Tools like Perplexity, Google’s AI Overviews, and ChatGPT are shifting user behavior from searching to asking. Instead of a list of blue links, users get a direct answer, a curated summary, or a complete travel itinerary. Now, with AI models integrating “buy” functionality, the journey is being short-circuited entirely. The conversation itself is becoming the point of sale.
This isn’t just another channel to manage; it’s a paradigm shift that challenges the core assumptions of digital marketing. For e-commerce and travel brands, the question isn’t just “how do we adapt?” but “what are we adapting to?” The truth is, nobody has all the answers yet. What follows isn’t a playbook, because a playbook doesn’t exist. It’s a pragmatic look at the shifts we’re seeing, how we might start to measure this new world, and why a culture of experimentation has never been more critical.
The new reality: From search to answers
The fundamental change is the introduction of a powerful new middle layer between a user’s intent and a brand’s website. Large language models (LLMs) are becoming expert synthesizers. A user asking, “What are the best running shoes for marathon training under $150?” no longer gets ten articles to read. They get a direct, compiled answer listing three specific models with summarized reviews and maybe a link.
This is the great unbundling of the search results page. The user gets their answer without ever needing to visit multiple sites to compare and contrast. And with platforms like ChatGPT embedding purchasing capabilities, that final step—the transaction—can happen right there in the chat interface. The website, once the center of the customer journey, risks becoming a simple fulfillment endpoint or, in some cases, being skipped entirely.
E-Commerce impact: When the storefront shrinks to a chat window
For e-commerce brands, this shift feels personal. The product detail page (PDP) is sacred ground. It’s a carefully crafted space for storytelling, cross-sells, and brand building. When discovery and comparison happen inside an AI, that ground vanishes.
The immediate impacts are clear:
A drop in direct traffic: Fewer users will land directly on product or category pages, making it harder to guide them through a curated experience.
The conversion conundrum: If a sale is initiated in a chat and fulfilled on your site (or via an API), how do you attribute it? Traditional last-click models become obsolete.
Lost opportunities: The spontaneous cross-sell (“Customers also bought…”) or the carefully placed upsell becomes much harder when you don’t own the interface.
Success in this new ecosystem may hinge on a brand’s ability to be “AI-friendly.” This isn’t about keywords; it’s about data. The brands most likely to be recommended by an LLM will be those with impeccable, highly structured product data that the AI can easily parse and trust. Your product catalog becomes your new landing page.
Travel’s new tour guide: The AI agent
The travel industry is perhaps even more exposed to this disruption. An LLM is, in effect, the ultimate travel agent. A single prompt like, “Plan a 5-day family-friendly trip to Lisbon in May, staying near the city center with a budget of $2,000,” can generate a complete itinerary with hotel options, flight suggestions, and activity booking links.
Brands risk being reduced to a single line item in an AI-generated plan. The key challenges are:
Disintermediation: If the AI presents three hotel options that all meet the user’s criteria, the brand’s own marketing and website become secondary to the AI’s curation.
Data accuracy is everything: Travel is time-sensitive. An AI won’t recommend a hotel or flight if it can’t confidently access real-time availability, accurate pricing, and clear policies. Outdated or poorly structured data is a death sentence.
Commoditization: Without the ability to showcase a unique brand experience on their own site, hotels and airlines risk being chosen on price and basic features alone.
For travel, the path forward requires a radical focus on the quality and accessibility of data. Think rich, structured, and instantly available information that makes your offering the easiest and most reliable choice for an AI to recommend.
Attribution in the age of answers
So, how do we measure success when clicks and rankings no longer tell the whole story? This is where the uncertainty is most palpable. The new platforms are largely opaque, and a new set of metrics is still emerging.
The conversation is shifting from “how did they find our site?” to “are we part of the AI’s conversation?” Potential new measures might include:
Mentions and citations: Tracking how often your brand or products are cited as answers to relevant queries.
Branded query lift: An increase in users asking for your brand by name (“Find me Nike running shoes”) becomes a powerful indicator of success.
Referral attribution: As partnerships form, tracking referrals directly from AI platforms will be crucial, though likely limited to their chosen partners.
For now, tracking remains experimental, but some signals are becoming clearer. We can now see referral traffic from sources like chat.openai.com and perplexity.ai in analytics. However, traffic from Google’s AI Overviews is currently blended with traditional organic search, making it difficult to isolate. This means a complete picture is still impossible, requiring a combination of brand monitoring and deep analysis of the referral data we can get.
Can brands catch up? The case for test-and-learn
This new search paradigm is full of unknowns, but waiting for a settled playbook isn’t a strategy. The only viable posture is a disciplined, test-and-learn mindset. The goal is to make your brand as legible, authoritative, and accessible to AI as possible, preparing you for whatever comes next.
Potential strategies include:
Mastering structured data: Implementing comprehensive schema markup across your site is no longer optional. It’s the cost of entry.
Creating AI-friendly content: Develop clear, factual, and easily digestible content that directly answers common customer questions, making it prime material for an LLM to cite.
Investing in brand and loyalty: When users are overwhelmed with AI-curated choices, a trusted brand name becomes a powerful shortcut. Loyalty programs and excellent customer experiences will be more important than ever.
Exploring API integrations: For larger brands, pursuing direct API integrations with major chat platforms could be a way to ensure your inventory and data are seamlessly included in their results.
The honest truth is that this ecosystem is still being built, and the rules are changing in real-time. The brands best positioned to navigate this shift won’t be the ones who guess the future correctly, but those who build a culture of rapid experimentation. The only question is, what will you try next?
AB Tasty is thrilled to announce that Wandz.ai, the real-time adaptive customer experience platform, is officially joining our family. This partnership is more than just a handshake; it’s a leap forward for digital experience optimization everywhere, and it’s a game-changer for personalization.
Why Wandz? Because Digital Journeys Are Messy—and We’re Here for It
Everyone in the digital space knows that online journeys are rarely straightforward.
Visitors pop in mid-funnel, juggle multiple tabs, bounce between devices, and most of them remain anonymous. In fact, 90% of your website visitors don’t log in or leave a data trail. But here’s the twist: when brands adapt to these unpredictable behaviors, conversion rates can skyrocket.
Wandz was built for this challenge. Wandz technology captures real-time intent signals—every click, scroll, and session pattern—and instantly adapts the experience for each visitor, even if they’re flying under the radar. Think of it as a digital guide that knows what your customers want before they do. The key to personalizing for your visitors is also understanding your users’ intent. That’s how you’ll know what to offer them next.
What’s in It for You, Personally?
With Wandz joining AB Tasty, we’re not just adding new features—we’re unlocking a whole new level of personalization and engagement for your brand.
Real-Time, Adaptive Personalization: Wandz’s AI engine processes 3.7 trillion data points every month, serving 1.5 billion users worldwide, and generates predictions in just 20 milliseconds. That’s not just fast—it’s lightning fast.
Proven Results: Leading brands in the digital e-commerce space have already seen up to 15% revenue lift, 13.6% higher conversion rates, and 65% more content engagement thanks to Wandz’s adaptive approach.
Full Transparency: No black-box mysteries here. Every data point is transparent, accessible, and actionable—so your teams can make informed decisions with confidence.
The Power of Predictive and Generative AI—Now in Your Hands
By bringing Wandz’s AI into the AB Tasty platform, we’re giving you the tools to move from reactive to proactive. Imagine forecasting behaviors, segmenting intelligently, and building models tailored to your unique customer journeys—all while optimizing every touchpoint in real time.
With generative AI, you can create and refine personalized experiences at scale, ensuring every interaction feels relevant and unique. Predictive AI keeps fine-tuning performance and outcomes, so you’re always ahead of the curve.
What’s Next? Smarter, More Adaptive Experiences for All
This isn’t just an acquisition—it’s a partnership for the future. By combining Wandz’s talent and technology with AB Tasty’s global reach and culture of innovation, we’re setting a new standard for adaptive personalization and customer experience.
Soon we’ll be rolling out these new AI-powered capabilities across all our clients. Whether you’re in marketing, product, or development, you’ll have the tools to analyze, strategize, and optimize like never before—transforming simple interactions into adaptive experiences that drive real business results.
Welcome to the Next Chapter of Digital Experience
So, what’s new at AB Tasty? Only the most advanced, adaptive, and engaging digital experiences on the market. We can’t wait to see what you’ll create with the combined power of Wandz and AB Tasty.
Stay tuned—this is just the beginning. The future of customer experience is adaptive, and we’re excited to help you lead the way.
We’ve all been there. Sprawled on the couch, phone in hand, dreaming up the perfect getaway. You scroll through stunning destinations, compare flight times, and find a hotel that looks just right. It’s exciting. It’s inspiring. And then… you put your phone down, deciding you’ll book it later on your laptop.
Sound familiar? It’s a story playing out millions of times a day.
This jump from mobile browsing to desktop booking is more than just a common habit; it’s a multi-billion dollar friction point for the travel industry. Your customers are dreaming on the go, but they’re hesitating to commit. The good news? This isn’t a dead end. It’s an opportunity. It’s a chance to turn that hesitation into confidence and those browsers into bookers, right where they are.
Let’s dive into what’s holding mobile travel back and how your team can start building a better, more trusted experience. Because good things happen to those who change.
Discover our Travel Essentials Kit to unpack 10 game-changing strategies that turn your digital experience into the smoothest journey from search to check-in.
The mobile paradox in travel
The numbers tell a fascinating story. Mobile devices are the undisputed engine of discovery in the travel sector, driving the lion’s share of online traffic. According to industry analysis from Zoftify, mobile is responsible for approximately 60% of all visits to travel websites. Yet, research from TravelPerk shows that despite accounting for the majority of browsing sessions, mobile devices represent a much smaller fraction of actual sales, with an estimated 60% of all bookings still coming from desktops.
That’s a huge gap between interest and action. While users love the convenience of browsing on their phones, there’s a clear disconnect when it comes time to pull out a credit card. This isn’t just a missed opportunity; it’s a signal that the mobile experience isn’t meeting the moment. Customers are ready to be inspired on mobile, but they aren’t yet convinced it’s the best place to make a high-stakes purchase. The challenge for your team is to bridge that gap.
Trust and performance: barriers to mobile conversion
So, what’s causing this hesitation? It boils down to two critical factors: performance and trust. When you’re asking a user to spend hundreds or even thousands of dollars, their confidence in your platform has to be absolute.
The data reveals where those cracks appear. According to research from Quantum Metric, it’s no wonder consumers have trust issues: 59% have experienced slow performance, 49% have had payment failures, and 43% have dealt with app crashes. On top of that, 45% have encountered bugs, causing half of them to abandon what they were doing. Each hiccup erodes trust. It plants a seed of doubt that asks, “If the site can’t even load properly, can I trust it with my booking?” This feeling is backed by the numbers; data reported by Navan indicates that only 25% of consumers feel fully confident completing a travel booking on their mobile device. That’s the core of the challenge. It’s not about a lack of desire, it’s about a lack of confidence.
UX moves that boost confidence and usability
Building confidence doesn’t require a complete overhaul. It starts with smart, user-centric design choices that make the experience feel seamless and secure. Every smooth interaction is a small deposit in the user’s trust bank.
Here’s where your team can start making an immediate impact:
Respect the thumb-zone: We navigate our phones with our thumbs. Placing key calls-to-action (CTAs) and navigation elements at the bottom of the screen makes them easy to reach and reduces physical effort. It’s a small change that makes your app feel instantly more intuitive.
Simplify every form: No one enjoys typing on a small screen. Keep your forms lean by removing non-essential fields. Enable guest checkout to remove registration barriers, use progress indicators on multi-step forms, and provide inline validation so users can fix errors in real-time.
Keep essentials above the fold: When a user lands on a mobile page, the most critical information and the primary CTA should be immediately visible without scrolling. This orients them instantly and shows them exactly what to do next.
Experimentation ideas specific to travel mobile
Understanding best practices is one thing. Knowing what works for your audience is where the real progress happens. This is where you move from fixing problems to finding your unique better. It’s time to embrace a mindset of “trial and better.”
Here are a few bold ideas to get your team started:
Test your navigation
Is a traditional hamburger menu really the best fit, or would a bottom navigation bar increase engagement with key sections? Run an A/B test to see which style helps your users find what they need faster.
Dial up the trust signals
Experiment with the placement and design of security badges and payment logos (Visa, PayPal, etc.) in your checkout flow. Does adding a “Secure Checkout” lock icon next to the “Book Now” button increase conversions? Let the data decide.
Optimize for perceived performance.
A content-heavy page doesn’t have to be a slow page. Experiment with technical solutions like progressive image loading for your visuals. This method loads a placeholder image first that sharpens as it fully loads, delivering content to the user more quickly. This improves actual load performance and keeps users engaged from the moment they land.
Run micro-experiments on upsells
The mobile booking flow is a delicate dance. A poorly timed upsell for baggage or a seat upgrade can feel disruptive. Test different triggers for these offers. Do they perform better when presented right after flight selection, or on the final confirmation page?
Bridging browsing to booking, from insight to action
The gap between mobile traffic and mobile conversion isn’t an unsolvable problem. It’s a series of smaller challenges waiting for creative solutions. By using benchmark data, you can identify your users’ biggest pain points and prioritize where to focus your efforts first.
Building a culture of iterative testing is the key. Small wins add up, creating a powerful momentum that continuously improves the user experience. As you monitor shifts in your mobile conversion rates and order values, you’re not just watching metrics. You’re seeing the direct result of your team’s courage to try, learn, and find what’s better.
How can you get your website to deliver different messages that resonate with different users? That was the challenge faced by UK travel company, On The Beach. They asked AB Tasty to help them speak to their different customer segments, leveraging data-driven decision-making to get more beaches to more people.
Founded in 2004, On The Beach is one of the UK’s largest online package holiday retailers, serving more than 1.7 million customers every year. Known for their colorful and dynamic brand image, they’ve built their reputation on providing affordable, hassle-free beach holiday experiences at a wide range of destinations. They’ve also recently branched out into offering city breaks around the world.
By promoting transparency, flexibility, and excellent customer service, On The Beach has established itself as one of the most trusted brands in the UK travel industry. You can find out more in our case study On The Beach Tests the Water with Personalization.
Same website, different customer journeys
A common problem for online travel companies is that consumers often spend time comparing flights or hotels across different websites before making the final decision to book. This can involve multiple visits to a particular website before they are ready to buy. Our research shows this is the single biggest factor influencing consumers to leave a website without booking travel options.
On The Beach is no exception to this trend. They cater to a wide range of customers, and their website traffic is a mix of both new and returning users. To help convince visitors to remain on their website and book, they want to show their different customer segments that they understand their different needs.
To do this, they try to provide them with personalized messages at different stages of their buying journey. This in turn helps people get the information they need and progress towards checkout.
Different messaging strokes for different folks
Testing and experimentation are key to helping On The Beach find the right message for each of its different customer segments. As Conversion Rate Optimization Manager, Alex McClean, explains,
“Testing and experimentation is important to us for two reasons. One is to help us understand our customers and what they want to see on site. And two is to help us learn and understand what we want to be able to do for our customers to help them”.
One example of the A/B testing that On The Beach carries out is trialing different badges to recommend the same holiday destination to different website visitors. With AB Tasty’s help, they discovered that new website visitors preferred holiday recommendations that were marked with a “Bestseller” badge. Returning users on the other hand, responded better to the same destination if it was marked with an “Our pick” badge. This was because they already trusted On The Beach to make holiday recommendations for them.
By testing these different messages, On The Beach was able to determine what message was right for what group. This led to a direct increase of more than 200 bookings on their website.
More tests and more of everything else
Initially, On The Beach started experimenting with some simple A/B tests based on content, product placement, and how different elements of their website performed. They then started to gradually increase the number of tests they did each month and bring other team members on board.
Now, On the Beach has developed a real culture of experimentation. It makes sure that all departments, including marketing, product development, and customer support have access to the latest testing information. And this greater level of involvement across the business also means that more hypotheses for tests come back to the marketing team.
This collaboration between teams has enabled On The Beach to make more data-driven decisions, successfully optimize different areas of its website, and continuously improve its customers’ user experience. The end result is greater customer satisfaction and increased growth for the business.
Alex McClean says,
“When we first started using AB Tasty, we were looking at rolling out 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”.
A helping hand from AB Tasty
For On the Beach, one of the major advantages of using AB Tasty’s experimentation optimization platform is being able to learn quickly and at scale. Using A/B testing, they can now make improvements to their website, iterate, and grow much more quickly than before. And this lets them provide visitors to their website a buying experience that speaks to all their customer segments.
Another key benefit for On The Beach is the support they receive from AB Tasty’s teams. Our responsive and knowledgeable support staff assist On The Beach in setting up tests, interpreting the results, and implementing optimizations on their website. We provide them with timely, personalized assistance, guiding them through the entire testing process and offering them expert advice on best practices.
But don’t just take our word for it. As On The Beach’s Alex McClean says, “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 when we don’t have to go to our development team.”
Let’s be honest: your hotel’s real front door is digital. The entire guest experience now begins not in a lobby, but on a landing page. That first, make-or-break moment of hospitality has moved online, and it all kicks off with a single click.
For modern travelers, the digital experience isn’t a prelude to their stay; it’s part of it. They expect the same level of intuitive, personal service from your website that they’d expect in your lobby. They’re looking for a seamless journey, one that understands what they need before they even have to ask.
Delivering that isn’t about a massive, one-time overhaul. It’s about embracing a mindset of continuous optimization. It’s about seeing every interaction as a chance to learn, to test, and to improve. It’s about moving from “trial and error” to “trial and better.” This is the path to turning lookers into bookers and first-time visitors into lifelong guests. Let’s walk through how to build it, one step at a time.
From landing pages to lobbies
The shift is simple but profound: your website is no longer just a tool for transactions, it’s the start of the entire guest relationship. A slow-loading page, a confusing booking engine, or an offer that misses the mark doesn’t just cost you a sale, it subtly damages your brand’s promise of a stress-free, welcoming experience. The feeling a guest gets from your website is the feeling they’ll associate with your brand.
That means your digital presence needs to embody the very essence of hospitality. It should be effortless to navigate, anticipate your guests’ needs, and make them feel seen and valued from the moment they arrive. Every element, from your homepage hero image to the copy on your call-to-action buttons, contributes to this digital-first impression.
The great news is that you have more opportunities than ever to make that impression a brilliant one. While a front desk agent can only interact with one guest at a time, your website interacts with thousands. Each of those interactions is a rich source of data, a clue that can help you understand your guests on a deeper level and refine their experience. The challenge isn’t a lack of opportunity, but knowing where to start.
First, learn who’s at the door
Before you can offer a guest the perfect room, you need to know why they’re traveling. Are they on a family vacation, a solo business trip, or a romantic getaway? Just as a great concierge listens before making a recommendation, a great website must first understand user intent. Your visitors are telling you what they want through their behavior, you just have to learn how to listen.
A fantastic example of this comes from Evolve Vacation Rental. They recognized that not all traffic is created equal when it came to attracting new homeowners to list their properties. A visitor arriving from a targeted Google search for “how to rent my vacation home” has a very different intent than someone who clicked a beautiful, brand-aware ad on Facebook. The first user is actively looking for a solution and is ready for details about fees, services, and qualifications. The second is likely in an earlier, more curious phase, just exploring the possibility.
By separating these traffic sources, Evolve was able to tailor its landing pages to match the visitor’s mindset. The high-intent Google visitor got straight to the point with clear calls-to-action and qualifying questions, while the Facebook visitor received more inspirational content. It’s a simple, powerful idea: speak to the journey your guest is on, not just the one you want them to take. Start by analyzing your traffic sources. What are your visitors’ search queries telling you? How does engagement differ between channels? Every click is a clue.
Using segmentation to deliver relevant offers
Once you have a sense of who’s at the door, you can start personalizing their welcome. A one-size-fits-all approach to offers is like a hotel restaurant with only one item on the menu, it’s bound to disappoint most of your guests. Segmentation is the key to creating a menu of experiences that feels personal to each visitor.
This is where we can learn from a leader in the industry, Best Western Hotels & Resorts. Their team wanted to encourage more visitors to sign up for their Best Western Rewards program. But instead of just showing the same generic pop-up to everyone, they got smart. They used data from their visitors’ search queries to create relevant, timely offers.
Here’s how it worked: a visitor searching for a one-night stay might be a business traveler with a specific need. But a visitor searching for a stay of two nights or longer is likely a leisure traveler with more flexibility. Best Western created different audience segments for these users. The leisure traveler looking for a longer stay was shown a pop-up with a special promotional offer, available only by signing up for a Rewards account. The result? A 12% increase in sign-ups from the campaign. They didn’t just shout about their loyalty program, they showed visitors exactly how it could benefit them, right when they were most receptive.
Make ‘book now’ the easiest click of their day
You’ve welcomed your visitor, understood their needs, and presented them with the perfect offer. Now comes the most critical moment: the booking. All the great work you’ve done can be undone in an instant by a clunky, confusing, or frustrating checkout process. At this stage, your one and only job is to remove friction.
Sometimes, the biggest barriers are the smallest things. The travel company Smartbox believed the “Add to Cart” CTA on their vacation packages wasn’t visible enough. They formed a simple hypothesis: a more vibrant, contrasting color would draw more attention and, therefore, more clicks. Using a simple A/B test, they changed the button color from aqua to a bright pink. This tiny change generated a 16% increase in clicks. It wasn’t a guess, it was a data-backed decision that made the user’s path clearer.
Similarly, Evolve Vacation Rental tested the copy on their call-to-action button for homeowners interested in listing their properties. The original read “See if You Qualify,” while the variation said “Start for Free.” The new phrasing, which better aligned with the user’s goal of understanding the service, resulted in a staggering 161% increase in conversions. These tests prove that you don’t need a complete redesign to see dramatic results. You need a willingness to question every element and let your users’ behavior guide you to the better option.
The journey doesn’t end at the confirmation page
What if the most hospitable digital experiences are the ones that know when to stop being purely digital? The goal isn’t just to build a self-service journey, but to create one that’s smart enough to recognize when a guest is confused or frustrated. Instead of letting that friction lead to an abandoned booking, you can proactively offer a human interaction to guide them through it. This is about augmenting the digital journey with a personal touch, right when it’s needed most.
The most forward-thinking brands understand that their website and physical properties are not separate channels, they are two parts of one holistic experience. We can draw inspiration from the travel agency Havas Voyages. Their team implemented a clever strategy for users who showed “exit intent”. Instead of just letting them go, a pop-up appeared offering them an appointment with a travel planner at their nearest physical agency. They saved a potential lost lead by seamlessly offering a human alternative.
The application for a hotel is incredibly powerful. Imagine a user struggling on a complex booking page and showing signs of leaving. What if, instead of losing them, you triggered a pop-up offering a “live chat with our concierge” or a “call back from the front desk within five minutes”? This is more than a conversion-saving tactic; it’s a brand-defining moment. It shows that your hospitality isn’t confined to your lobby. It proves your team is ready to help, across any channel, at any time. By blending your digital tools with a human touch, you build a unified brand experience that creates trust and earns loyalty.
Ready to find your better? We help teams like yours turn brave ideas into brilliant results. Let’s talk about what you want to achieve.
At AB Tasty, we know that data is the foundation of every great digital experience.
Getting accurate analytics shouldn’t feel like a guessing game. But with privacy changes, ad blockers, and browser updates, even the best teams have struggled to get clean, reliable data from their websites. We’ve seen it firsthand, and we knew something had to change.
That’s why we revamped our Google Analytics 4 (GA4) connector. It’s designed to make your data more trustworthy—without adding complexity for your team.
Designed for Today’s Data Challenges
Modern websites face a host of obstacles when it comes to data collection: privacy settings, ad blockers, and evolving browser behaviors can all impact the reliability of analytics. Our new GA4 connector is built to address these realities head-on, ensuring your data remains consistent and actionable.
Server-to-Server Integration for Unmatched Reliability
By sending events directly from AB Tasty’s servers to Google Analytics, we bypass the common pitfalls of browser-based tracking. This means your analytics are less susceptible to blockers and delays, and you can trust the numbers you see.
What’s Different?
The real shift is under the hood. Instead of sending data from the browser (where it can get blocked or delayed), our connector sends events straight from AB Tasty’s servers to GA4. This cuts out the usual noise and means your numbers in AB Tasty and GA4 finally match up.
We’ve made a significant enhancement to how data flows between AB Tasty and GA4. Instead of sending two separate hits—one to AB Tasty and another to GA4— to each platform, we now collect events once in AB Tasty, enrich them, and seamlessly send that unified data to GA4.
This streamlined process ensures that what you see in AB Tasty is exactly what appears in GA4—delivering near-instant updates and even greater accuracy across your reports.
Easy Set Up
You don’t need to be an engineer to get started. With our connector, setup is straightforward—just add your GA4 Measurement ID and API Secret in AB Tasty, and you’re good to go. No need for complex engineering or code changes, so your teams can focus on what matters: driving results.
Built for Scale, Backed by Experts
This connector is more than a technical upgrade—it’s a reflection of AB Tasty’s commitment to innovation and customer success. Our Data and DevOps teams have prioritized both reliability and scalability, with a target of less than 7% data discrepancy between AB Tasty and GA4. We’re setting a new benchmark for the industry.
Competitive Advantage: Why AB Tasty Leads the Way
AB Tasty is the first to address client-side tracking while following Google best practices with server-to-server hits sending.
AB Tasty’s early investment means clients benefit from a proven, reliable solution today. Whether you’re looking to solve existing analytics challenges or simply want the peace of mind that comes with trustworthy data, AB Tasty’s GA4 connector is here to help you succeed.
The Bottom Line
For brands that rely on data accuracy, the stakes are high. Data accuracy drives smarter decisions, better customer experiences, and stronger business outcomes.
FAQs
What is the new GA4 connector from AB Tasty?
The GA4 connector is an enhanced integration that allows you to send enriched event data directly from AB Tasty’s servers to Google Analytics 4, ensuring more reliable and accurate analytics.
How does the new connector improve data accuracy?
By sending a single, enriched event from AB Tasty to GA4, the connector eliminates discrepancies and delays that can occur with separate browser-based hits. This ensures that your data in both platforms matches and is updated in near real-time.
Why is server-to-server integration important?
Server-to-server integration bypasses common issues like ad blockers, privacy settings, and browser limitations that can interfere with client-side tracking. This means your analytics are more complete and trustworthy.
Is the connector difficult to set up ?
It’s very easy! Setting up the GA4 connector is straightforward. All you need to do is add your GA4 Measurement ID and API Secret in AB Tasty—no complex engineering or code changes required.
Revenue is the cornerstone of any e-commerce business, yet most optimization efforts focus only on improving conversion rates.
Average Order Value (AOV), an equally important driver of revenue, is often overlooked because it’s difficult to measure accurately with standard statistical tools. This gap can lead to missed opportunities and slow decision-making.
RevenueIQ addresses this challenge by providing a robust, reliable way to measure and optimize revenue directly—combining conversion and AOV into a single, actionable metric.
Here’s how RevenueIQ changes the way you approach experimentation and business growth.
Discover how to accurately measure and optimize revenue in your experiments with our patented feature.
The most important KPI in e-commerce is revenue. In an optimization context, this means focusing on two key areas:
Conversion Rate (CR): Turning as many visitors as possible into customers.
Average Order Value (AOV): Generating as much value as possible per customer.
However, Conversion Rate Optimization (CRO) often remains focused on conversion, while AOV is frequently neglected due to its statistical complexity. Accurately estimating AOV with classic tests (such as the t-test or Mann-Whitney) is challenging because purchase distributions are highly skewed and have no upper bound.
RevenueIQ offers a robust test that directly estimates the distribution of the effect on revenue (through a refined estimation of AOV), providing both the probability of gain (“chance to win”) and consistent confidence intervals.
In benchmarks, RevenueIQ maintains a correct false positive rate, has power close to Mann-Whitney, and produces confidence intervals four times narrower than the t-test. By combining the effects of AOV and CR, it delivers an RPV (Revenue Per Visitor) impact and then an actionable revenue projection.
Curious to learn more details? Please read our RevenueIQ Whitepaper for a full scientific explanation written by our Data Scientist, Hubert Wassner.
In CRO, we often optimize CR due to a lack of suitable tools for revenue. Yet, Revenue = Visitors × CR × AOV; ignoring AOV distorts the view.
AOV is misleading because:
It is unbounded (someone can buy many items).
It is highly right-skewed (many small orders, a few very large ones).
A few “large and rare” values can dominate the average.
In random A/B splits, these large orders can be unevenly distributed, leading to huge variance in observed AOV.
Limitations of Classic Tests
t-test
Assumes normality (or relies on the Central Limit Theorem for the mean). On highly skewed e-commerce data, the CLT variance formula is unreliable at realistic volumes. The result: very low power (detects ~15% of true winners in the benchmark) and very wide confidence intervals, leading to slow and imprecise decisions.
Mann-Whitney (MW):
Robust to non-normality (works on ranks), so much more powerful (~80% detection in the benchmark). But it only provides a p-value (thus only trend information), not an estimate of effect size (no confidence interval), making it impossible to quantify the business case.
RevenueIQ: Principle
It uses and combines two innovative approaches:
Bootstrap Technique: Studies the variability of a measure with unknown statistical behavior.
Basket Difference Measurement: Instead of measuring the difference in average baskets, it measures the average of basket differences. It compares sorted order differences between variants (A and B), with weighting by density (approx. log-normal) to favor “comparable” pairs. This bypasses the problem of very large observed value differences in such data.
RevenueIQ then provides:
The Chance to Win (probability that the effect is > 0), which is easy for decision-makers to interpret.
Narrow and reliable confidence intervals on the AOV effect as well as on revenue.
Benchmarks (AOV)
Alpha validity (on AA tests): Good control of false positives. Using a typical 95% threshold exposes only a 5% false positive risk.
Statistical power measurement: 1000 AB tests with a known effect of +€5
MW Test: 796/1000 winners, ~80% power.
t-test: 146/1000, only 15% power.
RevenueIQ: 793/1000 (≈ equivalent to MW). ~80% power.
Confidence interval (CI): RevenueIQ produces CIs of €8 width, which is reasonable and functional in the context of a real effect of €5. With an average CI width of €34, the t-test is totally ineffective.
CI coverage: The validity of the confidence intervals was verified. A 95% CI indeed has a 95% chance of containing the true effect value (i.e., €0 for AA tests and €5 for AB tests).
Beyond techniques and formulas, the key point is that RevenueIQ uses a Bayesian method for AOV analysis, allowing this metric to be merged with conversion. Competitors use frequentist methods, at least for AOV, making any combination of results impossible. Under the hood, RevenueIQ combines conversion and AOV results into a central metric: visitor value (RPV). With precise knowledge of RPV, revenue (in € or other currency) is then projected by multiplying by the targeted traffic for a given period.
Real Case (excerpt) Here is a textbook case for RevenueIQ:
Conversion gain is 92% CTW, encouraging but not “significant” by standard threshold.
AOV gain is at 80% CTW. Similarly, taken separately, this is not enough to declare a winner.
The combination of these two metrics gives a CTW of 95.9% for revenue, enabling a simple and immediate decision, where a classic approach would have required additional data collection while waiting for one of the two KPIs (CR or AOV) to become significant.
For an advanced business decision, RevenueIQ provides an estimated average gain of +€50k, with a confidence interval [-€6,514; +€107,027], allowing identification of minimal risk and substantial gain.
What This Changes for Experimentation
Without RevenueIQ: “inconclusive” results (or endless tests) lead to missed opportunities.
With RevenueIQ: Faster, quantified decisions (probability, effect, CI), at the revenue level (RPV then projected revenue).
Practical Recommendations
Stop interpreting observed AOV without safeguards: it is highly volatile.
Travel and hospitality is a huge industry, estimated at 955.90 billion USD in 2025. It’s also one that’s changing rapidly, with online travel bookings projected to account for 75% of all revenue by 2029. That’s why we’ve put together industry insights in our e-book, Decoding Online Shopping: Travel and Hospitality Consumer Trends for 2025.
What’s clear from our research is that Gen Z is quickly reshaping the online travel journey. They’re doing things differently to previous generations, from where they find inspiration, to why they abandon a cart, and how they view personalization. And that has big implications for travel brands.
Google flights/hotels and social media are now their go-to
A majority of Gen Z say they now start their search for travel options on Google Flights/Hotels (52%) or social media (50%). This shows a major shift from all other generations, who prefer to start their online search on a search engine or an aggregated travel site like Booking.com.
These results indicate that social media will, if anything, be an even more crucial battleground for travel brands going forward. To grab Gen Z’s attention, you’ll need to budget for targeted social media ads. Influencer content also plays an important role here, not only in making Gen Z aware of potential travel options but in providing social proof of existing ones.
Location still leads, but reviews and visuals are more important
One thing that hasn’t changed for Gen Z when booking accommodation and transportation options online is the importance of location. Proximity to key destinations is still the most influential factor in convincing Gen Z to book, as it is with other generations.
What does change for Gen Z is their even greater reliance on authentic reviews. They want their travel choices to be validated by their peers, and well-positioned authentic reviews provide them with the reassurance they need to feel confident in their decision. Use A/B testing to determine the ideal placement of customer reviews on the relevant pages of your website.
Growing up with digital technology and social media, Gen Z also thrives on visual content. Having visually engaging, up-to-date images and videos on your website will appeal to them more than any other generation. This also holds true for hotel listings on Google Hotels and aggregated travel sites.
Simplify checkout and increase payment options
The number one reason that Gen Z leaves a travel website without making a purchase is that their chosen payment method is not accepted. This again is in sharp contrast to previous generations, where the top reason for doing so is that they simply aren’t ready to buy. However, that does suggest that if Gen Z gets to your website, they’ll be more ready to buy. Adding additional payment methods, like Apple Pay or Google Pay, will reduce the chances of Gen Z leaving before they’ve booked.
Gen Z also say they leave a website if there are too many steps involved in checkout. Adjusting the checkout process to make it more streamlined will reduce unnecessary friction and increase the likelihood of Gen Z making a purchase.
Adapt with personalization and AI
Above all, Gen Z wants a seamless digital experience that’s tailored to their needs. And 65% of Gen Z embrace data-driven personalization as a helpful tool. Once again, this is a higher number than generations before them. Specifically, Gen Z wants a website to remember their preferences and offer them real-time recommendations based on those preferences.
Personalization gives you a perfect opportunity to build stronger relationships with Gen Z customers. You can do this by leveraging first-party data to offer tailored recommendations, simplify the booking process, and provide faster checkout.
Gen Z are also more open than any previous generation to using AI-powered tools, like chatbots or virtual assistants. Nearly half of Gen Z (49%) say they’ve used an AI tool when booking travel options and found it helpful. And just 7% of Gen Z say they’re not interested in AI at all.
Focus on making AI interactions feel natural, efficient and genuinely helpful. Set clear expectations about what AI can and can’t do, and ensure human support is easily accessible if needed.
Examples of personalization done right
While there’s no one-size-fits-all when it comes to personalization, some companies seem to do personalization consistently well:
Netflix uses personalization to determine customers’ interests and promote related content and suggestions in real time. This is a perfect example of how personalization can remove friction by making it easier for customers to find what they’re looking for.
Stitch Fix collects information customers supply about their size, shape, and personal style. It then selects outfits based on each one’s taste and personality. This shows how personalization and AI can work together to offer customers a great website experience.
LinkedIn is a great example of a company that knows how to balance privacy concerns with utility. By providing personalized suggestions and links based on users’ current connections, LinkedIn makes it easier to network, look for work, or catch up with former co-workers.
Conclusion
The travel and hospitality industry is rapidly evolving, and Gen Z are quickly reshaping what the online travel journey looks like. Their expectations of what makes a good digital experience are also greater than ever before. To be successful, this needs to be seamless and tailored to their needs.
Key to this is greater personalization powered by data and experimentation. By optimizing Gen Z’s experience of booking travel options, you can build trust and loyalty and keep Gen Z travelers coming back for more.
Takeaways for travel and hospitality brands
Work on your social media presence to influence potential customers and increase brand awareness.
Showcase nearby attractions and must-see sites in listings to capture attention.
Feature high-quality reviews and images on key pages to build trust and credibility.
Simplify checkout and offer more payment options to reduce drop off.
Personalize with relevant real-time recommendations for a more tailored digital experience.
Use AI to provide instant answers and assist travelers in real time.
Let’s be honest: proving ROI in digital experimentation has often felt like trying to solve a Rubik’s Cube, blindfolded.
For years, teams have been stuck in the same old debate: “This test boosted conversion rate, but AOV dropped!” or “AOV is up, but conversions are down!” Which is better? Who’s right? And most importantly, how do you convince your CFO that your work is actually making money?
The Problem: Conflicting Metrics and Stalled Decisions
Picture a scenario familiar to many: one campaign variation boosts conversion rate but lowers AOV, while another does the opposite. Which is the real winner? Without a unifying metric, teams get stuck in endless debates, unable to confidently declare a result or justify next steps. As a result, a significant share of tests end up in limbo, and existing ROI dashboards suffer from low trust and adoption.
In fact, last year, 8% of A/B test campaigns with a transaction goal ended up in the dreaded “no decision” zone.
The Solution: RevenueIQ
Now, imagine a world where you don’t have to choose between conversion rate and AOV. Where you don’t have to explain why one number went up while the other went down. Where you can walk into any meeting and say, “Here’s a monthly revenue projection of exactly how much revenue this campaign is generating.”
That’s the world RevenueIQ is building.
RevenueIQ is AB Tasty’s new, patented metric—a result of years of R&D and statistical expertise. It takes all the messy, contradictory data and boils it down to one simple, business-focused number: monthly revenue projection. No more “unclear winners.” No more “conversion vs. AOV” dilemmas; just a clear, actionable view of financial impact.
Key Benefits of RevenueIQ:
Always a Clear Revenue View: RevenueIQ provides a direct view of revenue per visitor and per month, making it easy to see the financial impact of every campaign.
Eliminates “Unclear Winners”: Even in complex scenarios, RevenueIQ provides a definitive view of which variation delivers the most revenue. This means no more inconclusive campaigns and a significant reduction in “undecidable” tests.
Delivers faster results: Combining the two key metrics into a single revenue metric gives actionable insights more quickly than analyzing them separately
ROI Projections Before Going Live: Teams can now project the revenue impact of a campaign before full rollout, complete with confidence intervals for best- and worst-case scenarios. This transparency helps avoid surprises and supports more strategic decision-making.
Strong Differentiation: RevenueIQ is powered by a unique, patented Bayesian engine, ensuring robust, trustworthy results. It’s not just another metric—it’s the business truth.
Revenue IQ is able to give a confidence interval around the revenue prediction, allowing for better business decisions. With a clear best-case and worst-case scenario, business decisions are easier than just having one number without knowing its accuracy.
The best thing? No competitor currently offers an equivalent.
How RevenueIQ Works
RevenueIQ is deeply integrated into the AB Tasty platform. When a campaign runs, users see not just conversion rates or AOV, but a clear revenue uplift per visitor and per month. The system visually identifies the winning variation, quantifies the potential monthly revenue gain, and provides confidence intervals to show the range of possible outcomes.
For example, if a variation is projected to generate an additional €4,000 per month, RevenueIQ will also display the probability of this outcome and the range (e.g., €2,700–€6,000). This approach is both rigorous and transparent, helping teams make decisions with confidence.
Curious to know more details? Please read our RevenueIQ Whitepaper for a full scientific explanation written by our Data Scientist, Hubert Wassner.
Not a data scientist, but still want to know more? Read our RevenueIQ article that goes into more detail about the practical use of RevenueIQ.
The Impact: Confidence, Adoption, and Differentiation
With RevenueIQ, AB Tasty is setting a new standard for ROI proof in digital experimentation. The result is a simple, credible, and actionable narrative for QBRs and renewal discussions—one that restores confidence, drives adoption, and differentiates AB Tasty in a crowded market.
Revenue IQ lowers the risk of making business mistakes by focusing on revenue.
For teams tired of inconclusive debates and complex metrics, RevenueIQ offers a new way forward: clear, credible, and actionable proof of business impact.
FAQs about RevenueIQ
What is RevenueIQ?
RevenueIQ is a proprietary, patented metric developed by AB Tasty that provides a clear, unified view of how much revenue your digital experiments generate—expressed as revenue per visitor, per month.
How trustworthy are RevenueIQ’s numbers?
RevenueIQ is powered by a patented Bayesian engine, ensuring robust, transparent, and reliable calculations. All projections include confidence intervals, so you always see the full picture.
How does RevenueIQ handle complex or ambiguous test results?
RevenueIQ always provides a clear winner based on revenue impact, even in cases where traditional metrics are inconclusive (due to their lack of integration). This means fewer “stuck” campaigns and more decisive action.
How is RevenueIQ different from what competitors offer?
No competitor currently offers a metric like RevenueIQ. While others may provide “all-purpose” statistics for each individual metric, only RevenueIQ gives you a patented, unified view of revenue per visitor, per month—making it a true differentiator.
