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

2. 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
3. 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.

4. 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.

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.

The post EmotionsAI Fuels a Bold Approach for a North American Insurance Company appeared first on abtasty.

GANNI is a Danish contemporary luxury fashion brand renowned for its ready-to-wear collections, including clothing, shoes, and accessories.   

Founded in 2000 and known for its effortless Scandi-cool aesthetic, the brand has evolved into a global name, offering a fresh and vibrant take on modern women’s fashion. With a focus on responsible practices, GANNI is committed to positively impacting the planet, aligning with sustainability initiatives such as using organic and recycled materials. Ganni sells its collections online to customers worldwide, including Europe, North America, Asia, and Australia, making its mark in over 40 countries. 

At the heart of GANNI’s business is a community focused on changing a broken fashion system. Led by Ditte and Nicolaj Reffstrup, the brand uses responsible practices as a force of positive change for style, people, and planet. 

GANNI has been creating bold, expressive, and responsibly-minded products for radical optimists everywhere. More than just a fashion brand, Thay embrace innovation for responsible progress, integrating creative approaches into every aspect of its business, from products to brand identity.

What does experimentation bring to GANNI? 

Identifying itself as a ‘progressive luxury’ brand, experimentation plays a crucial role in how GANNIi’s market position, being customer-centric and defining their brand identity.

While they benchmark and look at other luxury brands, they use experimentation to make better decisions on their brand. It allows them to understand how users behave online, how they engage, how they interact and how they see GANNI. Monika Tamics,  Director of Digital Product, explains “We are looking for what customers are struggling with. We identify these, come up with a solution, test it and enhance the online shopping experience by making it easier to find and purchase products, and provide a smoother, more enjoyable shopping journey for greater satisfaction.”

They use AB Tasty to power their experimentation program, successfully running tests that consistently boost conversions and AOV, improve site functionality, and make decisions based on data. By iterating on key features like search, checkout, and more, GANNI continues to improve their site. 

Monika goes on to say: “AB Tasty is a platform where there are no limitations, it’s very user friendly, and anyone at any time can go in to look at the data and provide a better user experience for our customers.”

“AB Tasty is a platform where there are no limitations, it’s very user friendly, and anyone at any time can go in to look at the data and provide a better user experience for our customers.”

Monika Tamics, Ganni Director of Digital Product

Driving brand identity through continuous experimentation

GANNI prioritizes the customer in their testing process by identifying pain points in the user journey and implementing solutions to enhance the online experience. To ensure these tests are effective from a business perspective, GANNI’s team evaluates the entire customer funnel, from the initial interaction to the final checkout. This comprehensive approach has revealed key insights.

By focusing on these incremental changes, GANNI’s experimentation strategy not only improves site performance, but also deepens customer engagement, encouraging browsing and product discovery. With AB Tasty empowering them to scale their experimentation program, Ganni is able to continuously test, learn, and optimize their digital experience. Each change brings deeper insights into their identity, helping to define who Ganni is as a brand.

Testing and learning: the search bar

GANNI conducted a large-scale analysis of their website to identify low-hanging opportunities that could make a big impact. One area they quickly observed was the high number of users searching for specific products, a behavior commonly seen across fashion brands. Site search is a powerful tool, often driving higher conversion rates. In fact, studies show users are nearly 40% more likely to convert than those who don’t use it​. GANNI’s challenge with their search bar was that it wasn’t prominent enough. 

They found that visitors who used their original search function experienced a significant drop in conversion rates. To address this, they focused on making the search bar more visible and user-friendly. They implemented several tests, including adding a border around the search bar, increasing the visibility of the magnifying glass icon, and testing different variations such as a longer search bar with a text hint. 

From these simple yet impactful tests, GANNI achieved a 7.5% increase in conversion rates and a massive 21.9% uplift in users engaging with the mobile search function. 

Another example of incremental learning, GANNI’s test-and-learn mindset allowed them to experiment with changes that significantly improve their user’s customer journey. By optimizing the search experience, GANNIi made it easier for customers to find products they love, driving higher engagement.

Ganni’s checkout challenge

The checkout process presented another key opportunity for GANNI’s experimentation team. Initially, users were required to enter their email address before accessing the checkout page – a step that caused a drop-off in the funnel. GANNI hypothesized that this barrier led customers to assume guest checkout wasn’t an option, prompting cart abandonment. 

Not all tests are winning tests and GANNI’s experimentation on the checkout page is a good example of this. During the first round of tests, designed to clarify the availability of guest checkout, gave inconclusive results. Undeterred by the initial results, GANNI’s experimentation program continued testing. 

They refined their approach, focusing on simplifying the checkout flow by combining the email entry and information input into one step. The team’s determination paid off, generating an impressive uplift in conversions.

Although it was frustrating when the first round of tests didn’t deliver the expected results, GANNI’s Senior Digital Project Manager, Anders Skaarup, notes how they “provided some kind of insights toward the overall purchase funnel or discovery funnel for the user.” By testing barriers in the user journey, GANNI not only improved conversion rates but also deepened their understanding of how small changes can have a significant impact on customer behavior and these learnings led to them adding more and more improvements on the checkout page.

Small changes, big impact

The checkout process or search function can make or break a customer’s decision to complete their purchase. GANNI’s experience is a testament to the power of iterative testing. By identifying key drop-off points and continuously refining their approach, the team is able to remove friction points and unlock valuable insights into user behavior. Not only does this improve CRO and minimize potential revenue loss, but AB Tasty also improves the brand’s overall digital experience. GANNI isn’t reliant on gut feelings or abstract concepts when it comes to experimentation – the team tests, learns and makes data-driven decisions that shape their brand identity. 

A better site for a better customer experience

GANNI wants to speak to their customer group – and the more they can understand them, the better the user’s digital experience. By fostering collaboration across departments, they ensure that all teams are aligned with customer-centric goals. 

As Anders Skaarup, Senior Digital Product Manager states, “This is the way that decisions can be made together – based on data that allows us to become an elevated brand. It also means that we can share insights and help prevent loss – it isn’t simply about gaining more – but being able to capitalize on what is there. At GANNI, we want to speak to our customer group – and the more we can understand them, the better the digital experience.”

“At GANNI, we want to speak to our customer group – and the more we can understand them, the better the digital experience.”

Anders Skaarup, Ganni Senior Digital Product Manager

Brand identity

By continuously testing and learning, they gain real-time insights into customer preferences, allowing them to quickly adapt and deliver a digital experience that resonates deeply with their audience.

With AB Tasty, GANNI may gain insights into what drives revenue and user conversion, enabling faster implementation of new designs, but the real benefit is how it informs who they are as a brand and how this relates to their customers. 

This unified approach to experimentation, continuous learning, small iterations and identifying areas to improve helps to build a customer experience that GANNI’s audience love and strengthens their market position.

The post How GANNI Styles Brand Identity Through Experimentation appeared first on abtasty.

A side-by-side comparison of 2 webpages using Contentsquare analysis

 An overview of the integration

When Contentsquare and AB Tasty are used separately, you only get half the success of your test results. Say you want to test a hero banner. Using AB Tasty, you test 2 versions, and find there’s no improvement to your conversion rate. But, perhaps one of the versions increased customer engagement? Without the help of Contentsquare, you’re limited in your view of how your tests impact your entire customer experience.

Or, let’s say you’ve analyzed your customer journey using Contentsquare and discovered one of your conversion pages has a high drop-off rate. You come up with a hypothesis as to why this might be the case and hard-code a change, but this leads to more drop-offs, not less. Without AB Tasty, you’re unable to test your hypotheses, which results in wasted time, resources, and a potentially worse customer experience.

But, it doesn’t have to be this way. By integrating Contentsquare and AB Tasty, you can dive deeper into your customer experience to pinpoint and prioritize the most critical friction points or opportunities to experiment. You can also build better hypotheses based on key metrics, create and run data-informed tests, and better understand why variations perform well (or not). 

With Contentsquare, you gain a more comprehensive understanding of your customer experience, enabling you to conduct more informed, data-driven tests with AB Tasty.

 Benefits of the Contentsquare and AB Tasty integration

Where Contentsquare provides deep and meaningful insights into your customer behavior, AB Tasty empowers you to act on those insights, in real time.

“AB Tasty is a technology partner with Contentsquare. We facilitate A/B testing, experimentation, personalization, and audience segmentation. We help facilitate activation of the data that you get out of Contentsquare to fuel that endless cycle of experimentation.”

Mary Kate Cassh, Head of Growth Marketing, North America, AB Tasty

Using  Contentsquare and AB Tasty together, you get

• Unparalleled insights into customer behavior 
• Hyper-personalization features to deliver tailor-made experiences to boost conversion rates
• A simplified, streamlined workflow that eliminates data silos by having data accessible across easy-to-understand dashboards
• Greater business impact by uncovering hidden opportunities in your customer journey and testing your hypotheses before hard-coding changes
• Comprehensive experiment analysis with easy-to-understand visuals and side-by-side comparisons of your control and variation
• Continuous improvement to your digital strategy

Want to know the fundamentals of how the Contentsquare and AB Tasty integration works? Learn more.

How Contentsquare can inform your testing in AB Tasty

Let’s look at how this works in practice, using the framework of a continuous testing cycle. There are 5 stages to the continuous testing cycle—here’s how the Contentsquare and AB Tasty integration works to optimize each step along the way:

Stage 1: analysis phase

This first stage involves finding friction points or opportunities at each point of your customer journey. Then, it’s about generating test hypotheses to help solve or optimize the points that need the most attention.

You can break down this stage into 2 forms of analysis. 

1. Innovation analysis, where you work out whether your content is optimized for the best customer experience you can provide

2. Troubleshooting analysis, where you uncover errors or friction points in the customer journey, preventing users from moving forward.

With Contentsquare’s Experience Analytics, you can find out how your customers are behaving page by page, from entry to exit, and why. With a suite of capabilities, you can deep-dive into your customer experience and analyze areas that need the most improvement.

 Screenshot of Contentsquare’s Experience Analytics dashboard, open on the Heatmaps capability.

Use Session Replay to find out

• What are the behaviors of customers at critical conversion points?
• What’s causing rage clicks or other frustration behaviors?
• Where are customers encountering errors?

Rage clicks are when customers click on an element (clickable or not) of a website or app multiple times in frustration or anger. They’re often caused by technical issues, confusing navigation, or a cluttered design.

Use Journey Analysis to find out

• What are the top landing pages?
• What is the lowest-performing landing page?
• What is the highest-performing journey to reach your goal?
• What are the most popular journeys?
• Where do customers drop off or bounce?

Use Heatmaps to find out

• What’s the most attractive content/category on the page?
• What’s leading to the most conversions? Is it visible enough?
• In what order do customers consume the page?
• Are there any frictions or rage clicks on the page?

Stage 2: analysis resolution

Now you’ve got a few hypotheses to test, it’s time to work out how to prioritize what to test first.

The focus should be on tests with low effort, high reward and those with the biggest impact on your key performance indicators (KPIs).
Contentsquare’s Impact Quantification can help you prioritize your tests and make better decisions by assessing the impact of each test. All you need to do is clarify your goal and then segment users based on whether they completed the goal of your A/B test.

Contentsquare’s Impact Quantification in action.

Impact Quantification can then be used to compare these segments and confirm how much revenue the success of the test will likely generate.

 Stage 3; experimentation roadmap

Once you’ve established which hypotheses have the greatest potential to impact your KPIs, it’s time to start fleshing out your testing roadmap.

This roadmap will help guide every step of your testing process—from the build to the design and copy and finally, the execution. This roadmap is where you detail who’s doing what and when, giving you an overview of your site. This is especially useful if you’re running tests on multiple pages.

The dos and don’ts of your testing roadmap

Stage 4: start A/B testing

All that hard work has finally paid off—it’s time to put your hypotheses into action and start running tests with AB Tasty.

Using your roadmap as a guide, start building out your tests in AB Tasty to optimize, personalize, and improve your customer experience.

Stage 5: analysis and results

Get site statistics directly through AB Tasty and couple that with Contentsquare’s customer behavioral insights. 

From AB Tasty, get direct reports based on page statistics—giving you a snapshot of what’s going on in your campaign testing period.

From Contentsquare, as soon as your test goes live, you can watch how your customers behave in the control and variation, side-by-side using Heatmaps and Session Replay. Get a visual understanding of why and how your customers behave differently in your variation and use these insights to inform your next testing phase.

 How the partnership works in real life

Now that you know how the Contentsquare and AB Tasty partnership works, it’s time to see what it’s like in the real world. 

Here’s how 2 leading brands have embraced the integration of experience analytics and experimentation into their CX to drive real growth outcomes.

Clarins

Global skincare company Clarins wanted to find out whether a “wishlist” option on their site would help to increase pageviews and conversions. 

Using the Contentsquare integration with AB Tasty, they tested adding a heart icon to their product listing pages (PLPs) and product description pages (PDPs). This heart allowed users to save their favorite products to potentially purchase them at a later stage.

This test increased the overall number of transactions and resulted in

• +1.54% increase in basket page views

• +1.83% increase in transactions

“We are really passionate about continually optimizing what we’re already doing well plus also testing new theories to drive a great customer experience and continue to drive the commercial priorities of our website.”—Roisin O’Brien, Ecommerce Trading Manager at Clarins UK

Hotel Chocolat

British chocolate manufacturer Hotel Chocolat wanted to optimize its digital presence and improve its brand and on-site customer experience. 

Rather than focusing on conversion rates, Mel Parekh, Head of ecommerce at Hotel Chocolate and his team wanted to focus on engagement and clickthrough rates. 

Recognizing the importance of layout and user experience on customer engagement, the goal was to create a more visually appealing and intuitive homepage. 

WithContentsquare’s integration with AB Tasty, his team redesigned the homepage, focusing on the category tiles, which were found to be the most attractive elements on the page.

By optimizing the homepage, they saw a

• -10% reduction in bounce rates
• +1.67% increase in visiting time
• +0.54% increase in overall conversion rates, +7.24% increase on desktop

Mel Parekh, Head of ecommerce at Hotel Chocolate talked about customer loyalty at a recent Contentsquare CX Circle event. 

Smarter insights with Contentsquare

Contentsquare is the all-in-one Experience Intelligence platform designed to be easily used by anyone that cares about digital journeys. With our flexible and scalable platform, you quickly get a deep understanding of your customers’ whole online journey. 

Our AI-powered insights provide those “ah ha” moments you need to deliver the right experiences. You get to work faster and smarter with the confidence to know what to do next to improve your digital experiences. Leading brands use Contentsquare to grow their business, deliver more customer happiness and move with greater agility in a constantly changing world. Our insights are used to optimize the experience on over 1.3 million websites worldwide. For more information, visit: www.contentsquare.com

The post How The Contentsquare & AB Tasty Integration Improves Testing & Drives Results appeared first on abtasty.

It’s why I’m so excited to give an update on our performance, and how we’ve worked hard to be the best. We’re now providing loading times up to 4 faster than other solutions on the market. 

In a world where every second counts, slow-loading pages are the fast track to lost revenue. At AB Tasty, we know that speed isn’t just about convenience; it’s about delivering the smooth, reliable experience that today’s consumers expect. 

That’s why we’re thrilled to be recognized by ThirdPartyWeb.today for having one of the lowest impacts on web performance among top experimentation and personalization platforms. This acknowledgment affirms our commitment to speed, scalability, and brand satisfaction.

But what does this actually mean for brands using AB Tasty?

Let’s dive into how prioritizing performance can improve your SERP rankings, customer experience (CX), and overall campaign effectiveness.

Why Web Performance Impacts Your Bottom Line

Imagine clicking on a page that seems to take forever to load. Chances are, you’d be out of there faster than you could say “conversion rate.” And you wouldn’t be alone: slow page load times can lead to increased bounce rates, missed opportunities, and, ultimately, frustrated visitors.

Good performance translates into smoother customer journeys, which leads to better engagement and, most importantly, higher conversion rates.

ThirdPartyWeb.today: The Performance Benchmark 

ThirdPartyWeb.today is an independent performance data visualization initiative that analyzes the impact of various platforms on page speed. It ranks tools according to their performance cost, drawing data from nearly 4 million websites to create an unbiased performance benchmark. For brands aiming to deliver a seamless experience without sacrificing speed, ThirdPartyWeb.today provides a reliable guide for evaluating the performance impact of their tools.

Being recognized as one of the most performance-friendly Experience Optimization platforms by ThirdPartyWeb.today means our clients know they’re partnering with a technology designed with speed in mind.

What Makes AB Tasty the Fastest?

Our tech teams have worked tirelessly to make AB Tasty not only an intuitive experimentation and personalization platform, but one that prioritizes high performance. Here’s a quick look at the innovations that make AB Tasty so fast and reliable:

1. Modular Architecture with Innovative Dynamic Importing and Smart Caching Technology
   Our platform is built with a modular architecture, where only essential code is loaded for each campaign. This keeps file sizes lean, reducing load time and resource consumption. Our proprietary smart caching technology ensures that visitors only need to load the data they haven’t accessed before. By minimizing redundant data calls, we significantly reduce load times across all devices. We also provide worldwide API endpoints and have a global CDN presence with multiple Edge locations and regional Edge caches for fast response times no matter where you and your site visitors are.
   
   
2. Performance Center
   AB Tasty’s dedicated Performance Center allows you to monitor your campaign performance in real-time. This tool gives you full transparency into what’s happening behind the scenes, so you can make adjustments as needed to keep things running smoothly. It provides recommendations to help you monitor and improve tag weight. Learn all about it here.
   
   
   
3. Single-Page Application (SPA) Compatibility
   AB Tasty’s platform is SPA-compatible without requiring custom code, making it easier for developers to integrate AB Tasty into their tech stack. AB Tasty is running on a native Vanilla TypeScript framework. Our tag is compatible with modern JS frameworks, including React, Angular, Vue, Meteor or Ember. The tag is unique for all environments and doesn’t require any additional implementation. Many of our customers have left their previous provider due to challenges with SPA pages. In these tools, changes are often not “sticky” or flicker when there is a dynamic content load. SPA tests in these environments often require custom code for each test, which makes testing more complicated and less user-friendly.
   
   
4. Flicker-Free Experiences
   AB Tasty’s tag uses a blended approach of both synchronous and asynchronous scripts to eliminate flicker, while maintaining optimised performance. Other solutions will prescribe “anti-flicker” snippets to eliminate flicker, which is not a recommended practice. It means hiding the body’s content while the tag loads, which ultimately delays the rendering of the site. This causes a worse user experience, increases your Largest Contentful Paint (LCP) metric, and may ultimately lead to increased bounce rates and decreased conversions. In contrast, AB Tasty’s synchronous tag uses 3kb of render-blocking to allow the tag to execute quickly before the page loads, as opposed to blocking the visibility of the page for the full package size.
   

And that translates to…

First loading time < 100ms
Caching loading time < 10ms
Execution time < 500 milliseconds
Minimal Lighthouse Core Web Vitals impact

Cheers to Our Product and Tech Teams

This wouldn’t be possible without the dedication of our Product and Tech teams (thanks team!). We’ve dared to innovate, pushing the limits of what’s possible with web performance in the experimentation and personalization space.

The Bottom Line

When brands choose AB Tasty, they’re choosing a platform that prioritizes both innovation and performance. By minimizing impact on web performance, we’re helping brands deliver faster, better experiences that delight customers and drive results.

Curious to learn more about? Contact us today to discover what else sets us apart.

The post Why AB Tasty Delivers 4x Faster appeared first on abtasty.

Understanding the E-Commerce Landscape During the Holidays

The holiday season, particularly around Black Friday and Cyber Monday, represents a critical period for e-commerce businesses. Last year alone, consumers spent over $9 billion on Black Friday. With more and more customers shopping online, the opportunity for e-commerce businesses to capture market share is immense.

However, this opportunity comes with challenges. The influx of traffic can strain your website, and the sheer number of competitors vying for attention can make it difficult to stand out. That’s where a well-designed strategy comes into play.

Prioritize Website Performance and Reliability

One of the first steps to ensure a successful holiday season is to prepare your website for the surge in traffic. Testing your website load is crucial. Even a one-second delay in page load time can lead to a 6% reduction in conversions.

Start by simulating high traffic volumes to identify potential bottlenecks. Optimize your servers, compress images, and streamline your code to ensure your website can handle the holiday rush. Remember, a smooth user experience is non-negotiable.

Craft Compelling and Urgent CTAs

The holiday season is all about urgency. Limited-time offers, countdowns, and exclusive deals create a sense of urgency that drives conversions. We can’t emphasize enough the importance of A/B testing your calls-to-action (CTAs) to find the most effective wording, design, and placement.

Experiment with phrases like “Limited Time Offer,” “Exclusive Black Friday Deal,” or “Shop Now Before It’s Gone.” The goal is to create a sense of FOMO (Fear of Missing Out) that compels customers to take immediate action. A/B testing here is an ideal way to help you find the messaging that works best for your audience.

Personalization is Key

Consumers expect a personalized shopping experience, especially during the holidays. Tailoring your content and offers to individual users can significantly increase engagement and conversions. Use previous interactions, browsing behavior, and purchase history data to deliver personalized recommendations and offers.

For example, if a customer frequently purchases tech gadgets, highlight your latest electronics deals in your email campaigns and on-site recommendations. We strongly advocate using dynamic content that changes based on user behavior, ensuring that each visitor sees the most relevant offers.

Optimize Your Mobile Experience

With more than half of all e-commerce transactions now happening on mobile devices, optimizing your mobile experience is no longer optional—it’s essential. A seamless mobile experience can differentiate between a sale and an abandoned cart.

Ensure your website is responsive, with easy navigation, fast load times, and simplified checkout processes. Test your mobile site thoroughly, focusing on the user experience from landing to checkout. Our mobile-first world demands a smooth mobile experience, so it’s crucial to run mobile-specific A/B tests to identify and fix any friction points.

Leverage Social Proof

Social proof is a powerful tool in the e-commerce arsenal, particularly during the holiday season. Customer reviews, ratings, and user-generated content can significantly influence purchasing decisions.

Consider showcasing recent customer reviews on your product pages or adding a “Trending Now” section highlighting popular items. Social proof can increase trust and encourage hesitant shoppers to make a purchase.

Experiment with Pricing Strategies

Pricing plays a crucial role in holiday season sales. Dynamic pricing, flash sales, and bundling products are just a few strategies that can entice customers to buy more. Running A/B tests on pricing strategies can help you determine what resonates most with your audience.

For instance, you might test a “Buy One, Get One Free” offer against a “25% Off” deal to see which drives more conversions. The key is to stay flexible and willing to experiment until you find the ideal message for your audience.

Use Email Marketing to Drive Conversions

Email marketing remains one of the most effective channels for driving holiday sales. A well-crafted email campaign can keep your brand top-of-mind and encourage repeat purchases. Segment your email list to target different customer groups with personalized offers.

You can test subject lines, send times, email content, and more to optimize open rates and conversions. Consider sending reminder emails for abandoned carts and exclusive early access deals to your most loyal customers.

Streamline Your Checkout Process

Cart abandonment is a major challenge during the holiday season, with many shoppers dropping off at the checkout stage. To combat this, ensure your checkout process is as smooth and simple as possible.

Minimize the number of steps required to complete a purchase, offer multiple payment options, and provide clear shipping information. Test options like a one-click checkout option to see if it reduces cart abandonment rates.

Invest in Retargeting Campaigns

Retargeting is a powerful way to re-engage visitors who have shown interest in your products but haven’t yet made a purchase. During the holiday season, retargeting can help you recover lost sales and boost your conversion rates.

Set up retargeting campaigns that display personalized ads to users who have visited your site or abandoned their carts. Timing is so important when it comes to retargeting—start your campaigns early and increase frequency as the holidays approach.

Offer Free Shipping and Easy Returns

Shipping costs and return policies can make or break a sale, especially during the holidays. Offering free shipping can be a strong incentive for customers to complete their purchases. Likewise, a hassle-free return policy can reduce the perceived risk of buying online.

We suggest promoting these benefits prominently on your website and in your marketing materials. Consider running tests to see how different shipping and return options impact conversion rates. Another great option is to test using a progress bar to encourage larger orders in exchange for free shipping.

Plan for Post-Holiday Retention

While the holiday season is a prime time for acquisition, it’s also an opportunity to focus on retention. Customers acquired during this period can become repeat buyers if nurtured correctly.

Post-holiday, consider running loyalty programs, offering exclusive discounts for future purchases, and sending personalized thank-you emails. Maintaining engagement with your customers beyond the holiday season will build long-term loyalty.

Conclusion: Prepare, Test, and Optimize

The e-commerce holiday season is a marathon, not a sprint. To truly win big, it’s crucial to prepare in advance, test rigorously, and optimize continuously. By implementing the strategies outlined in this blog—and leveraging the proven tests from AB Tasty’s “30 Tests for Black Friday“—you can position your business for success during the most critical time of the year.

Remember, the key to a successful holiday season lies in your ability to adapt and respond to the ever-changing needs of your customers. Stay agile, keep testing, and make data-driven decisions to maximize your holiday sales.

The post Winning Big During the E-Commerce Holiday Season: Strategies and Insights appeared first on abtasty.

Finding the right areas to test can be tricky, but knowing where to focus is important for getting results quickly. That’s why we’ve identified five key questions to help guide your experimentation efforts:

• Is the content relevant to “me” (the visitor)?
• Is the next action clear?
• What may be distracting?
• What could cause anxiety?
• What is creating urgency?

By addressing these questions, you can start identifying the areas on your website—what we call Experimentation Hotspots—that offer the most potential for improvement. In this guide, we’ll explore these important areas, from the homepage to the checkout funnel, that are ideal for testing. Whether you’re optimizing for mobile, app, or desktop, these tips will help you kickstart your experimentation journey and start making impactful changes. 

1. Homepage

The homepage is where you show people who you are and what your brand means. It serves as the gateway to various sections, from product categories to special offers, and is where users often return mid-session. Your homepage often sets the tone for the rest of the user’s journey, making optimization crucial.

One effective strategy is to experiment with the placement and labels of your call-to-action (CTA) buttons. Ensuring that users can quickly locate key actions, such as signing up or starting their shopping journey, can make a significant difference in engagement. Testing different CTA labels, such as “Explore Now” versus “Shop Now,” helps determine which drives the most conversions.

Additionally, it’s essential to test the layout and how content is presented. Category links, sales promotions, and other critical pieces of content should be placed in a way that draws attention without overwhelming users. Small adjustments—like changing the placement of sales banners or highlighting popular categories—can enhance the overall user experience and increase interaction with your content.

Areas to optimize

• Header
• Main Navigation
• Categories
• Content Pushes
• Layout

AB Tasty customer success in action

The beauty brand, Lush, shifted its homepage messaging by testing two variations—one focused on self-care and another on gifting care packages. The version centered on gifting led to a 250% increase in engagement, showing how even minor tweaks in messaging can significantly improve user interactions.

2. Product listing page (PLP)

The product listing page (PLP) is where users begin narrowing down their choices. This page is most effective when visitors can scan and compare products easily, helping them make decisions more efficiently. While it might seem like there’s limited space to display information, there’s a lot of room for optimization that can smooth the path to purchase.

Testing how high-quality images, clear pricing, and CTAs like “Add to Cart” are displayed can improve product visibility. Adding reviews or badges like “Best Seller” can boost credibility and urgency. Experiment with hover effects to show additional details when users hover over a product.

Experiment with the placement and functionality of filters to make product discovery easier. Test whether a sidebar, dropdown, or dynamic filtering works best for your users. Simple adjustments to category labels or sorting options, like by price or ratings, can enhance the shopping experience.

Areas to optimize

• Product Card Information (e.g., imagery, price, CTA)
• Reviews and Badges
• Hover States
• Filters and Sorting Options
• Headers/Banners

AB Tasty customer success in action

Clarins UK reintroduced the wishlist functionality to their PLP and PDP. This allowed users to save their favorite products for later, which led to a 1.54% increase in basket page views. It also increased the number of transactions by 1.83%, showing the value of small user experience enhancements. 

It’s also important to consider the differences between mobile and desktop experiences when testing. A solution that works well on desktop might not perform the same on mobile due to varying user behaviors. Despite a long-standing focus on mobile optimization, it’s still common to overlook these differences. 

3. Product display page (PDP) 

The product description page (PDP) is the centerpiece of any e-commerce experience and at the center of a customer journey. Many retailers are now asking, “How can we make the PDP feel more like a landing page?” With more customers arriving directly on PDPs from social media, rather than the homepage, the PDP often serves as the first touchpoint. This makes it even more crucial, as it’s where customers ultimately decide whether or not to make a purchase. Reducing friction and providing clear, relevant information are essential to driving conversions at this stage.

Testing how high-quality images, clear pricing, and CTAs like “Add to Cart” are displayed can improve product visibility. Adding reviews or badges like “Best Seller” can boost credibility and urgency. Experiment with hover effects to show additional details when users hover over a product.

Experiment with the placement and functionality of filters to make product discovery easier. Test whether a sidebar, dropdown, or dynamic filtering works best for your users. Simple adjustments to category labels or sorting options, like by price or ratings, can enhance the shopping experience.

Key areas to experiment with

• Product Imagery and Descriptions: Ensure your images and descriptions are high-quality, answering common questions about the product (e.g., size, fit, material).
• Call-to-Action Buttons: Test the wording, design, and placement of your CTAs to find what drives the most conversions.

Additional areas to optimize

• Page Layout (order of information)
• Product Images and Videos
• Shipping & Return Messaging
• Cross-Sell Items
• Call to Actions
• Reviews and User-Generated Content
• Experience for New Visitors
• Mobile vs Desktop Experience
• Add-to-Cart Behavior & Mini Cart

AB Tasty customer success in action

French beauty product L’Occitane implemented a social proof widget on its PDP, showing how many people had recently viewed a product. The first variation displayed “X people are viewing this product,” while the second version said “Selling Fast.” This simple tweak created urgency and reassurance, leading to a 5.76% increase in transaction rate and a 3.36% increase in revenue per visitor. 

Social proof taps into user psychology—when customers see that many others are viewing or purchasing a product, it creates a sense of urgency and reduces anxiety, helping to drive sales.

4. Checkout funnel

The checkout process is where the real magic (or frustration) happens. It’s the final step in the customer journey, and even small obstacles here can lead to abandoned carts. Simplifying the checkout funnel can make the difference between completing a sale and losing a customer at the last moment. This stage is not just about speeding up the process—it’s also about building trust and ensuring customers feel confident in their purchase.

Optimizing your checkout involves refining everything from the mini basket to the confirmation page, making the experience as seamless as possible. 

Testing opportunities

• Product Imagery and Descriptions: Ensure your images and descriptions are high-quality, answering common questions about the product (e.g., size, fit, material).
• Call-to-Action Buttons: Test the wording, design, and placement of your CTAs to find what drives the most conversions.

Additional areas to optimize

• Basket Summary
• Step Progression
• Login and Guest Checkout Options
• Account Creation
• Form Field Labels & Microcopy
• Payment Methods
• Coupon Field Visibility & Design
• Cross-Sells & Product Recommendations
• Confirmation Page

AB Tasty customer success in action

Calvin Klein ran a test where they displayed a “last viewed” carousel on the empty cart page after a user removed all items from their cart. This reminded users of previously viewed products, reducing the bounce rate by 4.19% and increasing orders by 7.5%. By preventing the cart from feeling empty and offering product recommendations, the brand successfully retained potential customers and increased conversions.

5. Personalization

Personalization is key to creating a unique and engaging experience for each visitor. In an online shopping survey, 88% of respondents rated personalized product recommendations as helpful when asked to score them on a scale of 1-5 (with 5 being very helpful and 1 not helpful). By understanding user behavior and segmenting audiences, you can deliver tailored content that enhances user satisfaction and drives higher conversions. Personalization not only improves the shopping experience, but also fosters customer loyalty, encouraging repeat purchases over time. 

Start with

• Behavioral Targeting: Personalize content based on how users interact with your site. For example, use data on past clicks or scrolling behavior to serve more relevant offers.
• Abandoned Cart Reminders: Encourage users to complete their purchase by reminding them of items left behind.

AB Tasty customer success in action

French fashion retailer, Maje created a personalized campaign for users who abandoned their carts. When those users returned to the site, they were shown the products they had previously left behind, making it easy for them to continue shopping. This strategy resulted in an 11% increase on click rate on the pop up, with a significant portion of those users completing their purchases.

In addition, AB Tasty tools like Emotions AI can help recognize emotional triggers or online body language (e.g., scroll behavior or clicks) to tailor content even further, providing users with the most relevant experiences.

Wrapping up

From optimizing your homepage to personalizing the user experience, every aspect of your website offers an opportunity for growth. Even small tests—like changing the placement of a carousel or adjusting CTA wording—can lead to significant results.

By regularly experimenting and optimizing key hotspots on your site, you can improve user engagement, reduce friction, and ultimately increase conversions. Remember, every site is different, so test frequently and use data to inform decisions. This approach helps ensure that you’re continually refining your site for optimal success.

If you want to get all the details. – watch the webinar below.

The post Experimentation Hotspots: Proven Strategies to Optimize Key Pages appeared first on abtasty.

Platform partner blog

This guest blog was written by Kit Heighway, Director of Optimization, at Daydot,  a digital agency that specializes in crafting exceptional experiences to drive measurable revenue growth. They are experts in Conversion Rate Optimization, Performance UX Design, and Customer Lifecycle Optimization for Subscription, eCommerce, and Non-Profit brands. 

Let’s imagine you are relaxing at home after a long day’s work, when the doorbell rings. You jump up, eager to see what’s waiting behind the door – a new clothing item, a cooking kit, or perhaps a treat for your pet? The excitement is real, and it’s all thanks to your recent subscription box sign-up. 

Subscription boxes have quickly become consumer’s favorite way to shop from brands they love. In fact, the global subscription box market is projected to exceed $75 billion by 2025.* With so many brands wanting to get in on the action, the key question is: how can you participate in a way that resonates with your audience? A/B testing subscription features is a great starting place. 

The Daydot team dive into the subscription box world and try out 5 of the most popular subscription purchase journeys. In the article below, we share what features we loved the most, giving you our round-up of the best features to test on your digital subscription journey. 

The subscription journeys reviewed: Abel and Cole, Bloom and Wild, Gin-box, Dear-bump, Bella & Duke, Perky Blenders, Butternut Box. 

5 Subscription Trends to Test

1. Combining expected USPs with what makes your business different 

In 2024 certain features have become standard expectations in the world of subscription services. Phrases like “Free delivery,” “Home delivery,” or “Cancel anytime” are no longer points of differentiation – they’re baseline consumer expectations. However, these essentials still matter, and this is where the savvier brands really stand out, by mixing their unique personality with those expected USPs. 

Take Abel & Cole, for example. As the leader in organic products, they don’t settle for the dull “Free delivery to your door.” Instead, they integrate their brand personality into the message with “Get your ethical food delivery dropped to your door.” It’s a small tweak, but it adds a layer of authenticity and makes a difference in standing out.

Abel and Cole: “Get your ethical food delivery dropped to your door” 

Test ideas:

• Expected USP copy improvements

2. Cancelation reassurance throughout the user journey 

Subscription cancellation will happen but how you handle it can make or break the customer experience. A recent study shows that over 25% of consumers prioritize easy, penalty-free cancellations when choosing a service.* People value the assurance that they can leave without any hassle. 

The best brands excel in this area by offering clear, upfront reassurance about cancellation. From the product listing page, where they confidently state, “There’s no commitment – you can skip or cancel at any time,” to the basket page with a gentle reminder, “Delivered weekly, but you can cancel anytime.” Right before the final step, they reinforce the message: “Count on us for reliable weekly delivery, with the flexibility to skip, pause, or cancel anytime.” 

By making cancellation easy and transparent, these brands turn a potentially stressful decision into another positive touchpoint, helping customers feel in control from start to finish.

Test ideas: 

• Homepage cancelation reassurance 
• Product listing/details cancelation reassurance 
• Basket cancelation reassurance 
• Checkout cancelation reassurance 
• Cancelation messaging tone formal vs friend

3. Showcasing how subscriptions could fit into users’ real lives 

For physical subscriptions, the key is to make them feel tangible and exciting in the early stages of the purchase journey. In a digital world getting something tangible is a huge draw. 

How can you showcase that experience on a website without sending samples? 

Butternut Box achieves this with a fun, heartwarming video on their landing page. It walks potential users through the excitement of the box arriving at the door, the thrill of unboxing, and of course, a happy dog enjoying their treat. It’s more than just a video—it’s a mini-experience that brings the product to life.

And Abel & Cole? They’re leading the way again, by adding recipe ideas and videos directly on the product page. It’s far more engaging than a simple image gallery, sparking users’ imaginations and making their experience more immersive.

Test ideas: 

• An unboxing or arrival video 
• A social media feed showing real users enjoying your subscription 
• Previews of activities you can do with the subscription (like recipe guides, or dog games) 

4. Remembering that users don’t just subscribe for themselves 

It’s easy to overlook that many users aren’t subscribing for their own needs – they’re often gifting a subscription to someone special. Whether it’s for a child heading off to college or a new colleague at work, recurring subscription businesses miss this opportunity by sticking to a one-size-fits-all approach. 

Perky Blenders, however, has mastered the art of gifting by offering flexible three, six, and twelve-month subscription options for their premium, freshly roasted coffee. 

Test ideas: 

• Gifting subscription journey 
• Business gifting journey 
• Personalization based on gift giving intent (supporting a friend, new home, starting uni, new parent etc) 

5. Not assuming that subscriptions will last forever 

Consumers want subscriptions to be as hassle-free as possible. Hidden or complicated cancellation processes can be a major turnoff. 

Surprisingly, more businesses aren’t testing fixed, limited-time prepaid subscriptions. Some customers don’t want to commit to an ongoing plan, no matter how easy cancellation is. Offering a set subscription period could disrupt the subscription box journey in a big way. 

Bloom & Wild are ahead of the curve here, letting customers pick between three, six, and twelve month subscriptions without any automatic renewal. 

Test ideas: 

• 3 month fixed term subscription 
• 6 month fixed term subscription 
• X time fixed term subscription (reflecting a particular life-stage your product may be purchased for)

Wrapping up 

These five innovative strategies are helping subscription leaders enhance their customer journeys, boost conversions and drive revenue growth. Now is a good time to evaluate your own subscription flow and consider integrating some of these ideas. But don’t just copy and paste – Remember, about 80-90% of digital ideas flop because they weren’t tested first. That’s why Experimentation is essential before implementing. It allows you to identify what  clicks with your users and ensures that you invest in features that deliver results, rather than relying on assumptions. 

The post Ideas Worth Keeping: The Top 5 Subscription Trends to A/B Test appeared first on abtasty.

Ulta Beauty has been a visionary since day one, striving to celebrate the role of beauty in our lives. The largest beauty retailer in the United States, Ulta Beauty is the premier beauty destination for cosmetics, fragrances, skincare products, hair care products, and salon services.

With core values such as Win Together, Improve Always, and Give Wow Experiences, a part of the company’s digital transformation, Ulta Beauty embraced digital experience optimization as a way to deliver on their vision: To be the most loved beauty destination among guests and the most admired
retailer by Ulta Beauty associates, communities, partners, and investors. Ulta Beauty turned to AB Tasty to enhance the retailer’s digital presence by reimagining its Digital Store. The Digital Optimization team, or DOT for short, a dynamic group within Ulta Beauty’s Digital Experience team, was tasked with building and evangelizing an experimentation culture and driving strategic optimization through data-driven insights.

Tasked with improving the overall guest experience
through optimization, DOT outlined four focus areas to
help guide their efforts.

1. Conversion: Focused on reducing friction to capitalize on guest demand to drive increased revenue for digital business.
2. Personalization: Focused on driving an enhanced one-to-one experience for our guests while driving engagement and loyalty.
3. Guided Discovery: Focused on providing our guests with experiences that empower the ability to browse, learn, and experience new brands, categories, products & services.
4. Omnichannel: Focused on experiences that combine digital and physical guest experiences and built upon strong cross-functional partnerships.

Why Ulta Beauty Chose AB Tasty for Their Experimentation Needs

The Digital Store of the Future initiative necessitated a shift towards a more data-informed approach to inform the redesign and drive innovation. Ulta Beauty sought a solution that would enable them to be more agile, move faster, and gain valuable insights from experimentation to meet their business goals.

Upon implementing AB Tasty’s platform, the Digital Optimization team conducted innovative tests aligned with their product roadmap and business objectives. They leveraged features such as the social proof widget to create urgency and ran numerous experiments to continuously optimize the guest experience.

“We just love that willingness to partner with us to build out features that help us do our jobs more seamlessly. That’s a huge differentiator from what we were getting from our previous solution. We’ve been able to set up experiments with six variations and multi-armed bandit tests incredibly quickly – with minimal developer support – which has drastically improved our team’s agility,” added Sasha Ostrozovich, User Experience Optimization Manager at Ulta Beauty.

Results and Benefits

The collaboration with AB Tasty yielded significant results, including notable e-commerce growth and a substantial increase in the number of tests conducted from 20 tests per year to over 65 tests per year, with plans to continue increasing that metric. Ulta Beauty’s ability to gain insights for the redesign and reduce developer dependency was a key benefit of the company’s partnership with AB Tasty. With an eye on driving revenue metrics, the team tested an overlay that included product recommendations when guests added items to their carts.

Original:

Variation:

With the addition of the overlay, Ulta Beauty was able to showcase products that were most relevant to the guest which resulted in a revenue increase of 9% alongside a 15.1% increase in clicks on “add to bag.” Overall the test listed metrics across the board, with a 2.3% conversion rate uplift, a 4.7% increase in items per order, and an increase of 11.5% for bag views.

Not only do the Digital Optimization team’s tests improve business-level performance metrics such as revenue, but they also lend further insight into Ulta Beauty’s guests. These tests prove that the effective use of personalization and recommendations can have significant impacts on the guest experience and help quickly drive results for the business.

Jeff Hamm, Ulta Beauty’s Vice President of Digital Experience and Operations, noted, “2023 marked a phenomenal milestone in our digital transformation. We have a brand new refreshed look and feel, completely overhauled cart, checkout, and guest account features. Not to mention a scalable infrastructure for our future. We’re almost at the finish line, setting the stage for a future filled with growth and innovation. “The transformation has laid a strong foundation, enabling us to scale and enhance our guest experiences. AB Tasty has played a critical role in this transformation, helping our team innovate and validate at a quicker pace with less risk.”

With a heavy focus on innovation, Ulta Beauty has experienced immense digital growth. In a time when guest loyalty is increasingly difficult to secure, Ulta Beauty’s loyalty program grew by 8%, with more than 95% of sales occurring through the loyalty program. Additionally, the work that the team has put into the mobile experience has paid off manifold: over 50% of e-commerce sales occur on Ulta Beauty’s mobile app.

Future Plans

Looking ahead, Ulta Beauty is committed to continuing its experimentation efforts, building a robust personalization strategy, and optimizing the Digital Store to further enhance the guest experience. To achieve this, the team has identified five areas of focus for their testing program.

1. Streamline the checkout process and optimize landing pages to further improve conversion rates.
2. Continue to leverage data and analytics to offer personalized product recommendations and content to build on the guest experience.
3. Prioritize site speed and app performance to
   ensure a positive guest experience.
4. Focus on guided discovery through enhanced site search, contextual search, and AI-driven beauty consultations to better facilitate product discovery and decision-making.
5. Expand options for buy online pickup in-store (BOPIS) and leverage flexible fulfillment means like buy anywhere fulfill anywhere (BaFa).

The post Ulta Beauty’s Palette for Innovation Starts with Experimentation appeared first on abtasty.

There is enormous value in A/B testing critical areas of the web experience that are often operating in SPA environments, such as an eCommerce checkout. 

This guest blog post was written by Jason Boal, The Principal Analyst & Optimization Strategist at 33 Sticks – a leading American analytics agency. Let’s address this common issue and uncover ways to overcome this to unlock hidden revenue on your site.

1. What is a SPA and how can I tell if the web experience uses one?

In a Single-Page Application (SPA) environment, content is loaded dynamically without requiring a full page refresh or reload. User interactions occur on a single page, with new content being loaded as the user navigates. Gmail is a prime example of an SPA. At a high level, an SPA functions similarly to a standard client-server interaction, but the key difference lies in what is returned to the browser.

To determine if you are operating in a Single-Page Application (SPA) environment on your site, pay attention to whether the page reloads as you interact online. If you see the page load indicator—such as the spinning icon in the browser tab (in Chrome)—it means the page is reloading, and you are likely using a traditional multi-page application (MPA).

Many websites are hybrids, meaning that only certain sections, like the checkout process, function as an SPA. To find out which parts of your site are SPAs, you can ask your development team for clarification.

2. Does my testing tool work within SPA environments and what do I do if it doesn’t?

Visual editors are becoming extremely popular in the A/B testing space, for many reasons. One  is that Marketers are developing and launching more tests compared to the DEV team. If your testing tool has a difficult time loading and testing content in the visual editor, the reason could be that  the tool is either not equipped or not set up to properly handle SPAs. This often happens in a secure checkout flow, where the customer is required to step through items like shipping address, billing, etc. The page you are attempting to A/B test on will not properly load in the visual editor and you will receive an error message.

FIGURE 1 – VISUAL EDITOR SPA ERROR MESSAGE

Ask your vendor if your testing tool can detect changes in the DOM and if it has a mechanism to look for timing. 

Here are two challenges that some A/B testing tools face:

1. Visual Editors: Some A/B testing tools rely on the initial page load to determine what content to modify. These tools may struggle when content needs to change without a page reload. For example, if your test content is on page 3 of your site’s checkout flow, which is an SPA, the tool might not detect the need to inject content changes because there are no page loads as users navigate through the checkout flow.
2. Timing: As content on the page changes, it can be tricky for an A/B testing tool to insert test variations at the right moment. Variations can’t be applied before the content starts loading, but waiting until the content has fully loaded can result in users seeing the content change, a phenomenon known as “flicker.”

AB Tasty has extensive experience creating A/B tests in Single-Page Application (SPA) environments. We recommend implementing a delay on our tag’s execution so that it only triggers when the page is fully ready. This is achieved using a proprietary locking mechanism. This is just one example of how AB Tasty stands out in the A/B testing industry.

3. How do I take it to the next level?

Once you’ve unlocked A/B testing in SPAs, it is time to brainstorm testing ideas and develop a strategic roadmap to uncover ways to increase revenue for your organization. Here are a few ideas to help you jump-start that process!

• Test various methods of updating cart quantity.
• Test product detail page functions such as color variant selection methods.
• Test buy box functions such as stock amount and store information.
• Test different shipping messages based on cart value.
• Test reordering flow steps.
• Test navigation patterns or menu structures to optimize user flow within the SPA.
• A/B test various UI/UX elements like buttons, forms, or interactive features specific to your SPA.
• Test personalization strategies based on user behavior and interactions within the SPA.

Key Takeaways

• There is enormous value in A/B testing critical areas of the web experience that are often operating in SPA environments, such as an eCommerce checkout flow. This is usually the last stage of any digital customer journey and vital to get right.
• Determine whether or not your site leverages SPAs anywhere on your site.
• Dig into your testing tool to ensure it can properly load test content changes with SPA environments.
• Understand what other AB testing tools are out there and how they handle SPAs.
• Develop an optimization roadmap based on your new knowledge!

The post Unlocking Hidden Revenue – A/B Testing within Single Page Applications appeared first on abtasty.

In this episode of The 1000 Experiments Club, guest host and AB Tasty’s Head of Growth Marketing UK, John Hughes, sat down with Shiva Manjunath, Senior Web Product Manager of CRO at Motive and Host of the podcast From A to B. Shiva’s journey through roles at Gartner, Norwegian Cruise Line, Speero, Edible, and now Motive, has made him a passionate advocate for the transformative power of experimentation.

During their conversation, Shiva discussed the pitfalls of following “best practices” blindly, the importance of creating an environment where failure is seen as a step toward success, and how companies can truly build a culture of experimentation.

Here are some of the key takeaways.

The myth of ‘Best Practices’

Too often, the so-called experimentation best practices become a checkbox exercise, rather than a thoughtful strategy.

“If you’re focused on best practices, you’re likely missing the point of true optimization,” Shiva notes. 

He recounted a situation at Gartner where simplifying a form—typically hailed as a best practice—actually led to a sharp drop in conversions. His point? Understanding user motivation and context is far more important than relying on one-size-fits-all rules. It’s this deeper, more nuanced approach to experimentation that drives real results.

“If what you believe is this best practice checklist nonsense, all CRO is just a checklist of tasks to do on your site. And that’s so incorrect,” Shiva emphasized, urging practitioners to move beyond surface-level tactics and truly understand their audience.

Embracing failure in experimentation

A major theme of the discussion was the pivotal role failure plays in the journey to success. Shiva was candid about his early experiments, admitting that many didn’t go as planned. But these “failures” were crucial stepping stones in his development.

“My first ten tests were all terrible. They all sucked,” Shiva admitted, underscoring that even the most seasoned experts start with mistakes. He stressed that organizations must create an environment where employees can experiment freely, learn from their mistakes, and continue to improve.

“If you’re penalized for running a losing test, you’re not in a culture of experimentation,” Shiva insists.

Organizations that punish failure are stifling innovation. Instead, Shiva advocates for an environment where employees can test, learn, and iterate without fear. “The idea that you have the flexibility to discuss failures and focus on, ‘Well, I ran this test. It lost. Now, what do we do next?’—that’s a culture of experimentation.”

Scaling experimentation maturity

Shiva also explored the varying levels of experimentation maturity within organizations. Many companies claim to have a “culture of experimentation,” but few truly practice it at scale. Shiva emphasized the importance of making experimentation accessible to everyone in the organization, not just a select few.

Reflecting on the loss of Google Optimize, Shiva acknowledged its role as a gateway into the world of experimentation. “I got into experimentation through Google Optimize,” Shiva recalled, recognizing the tool’s importance in lowering the barrier to entry for newcomers. He urged companies to lower barriers to entry and enable more people to engage with experimentation, thereby fostering a more mature and widespread culture of testing.

The role of curiosity and data in experimentation

Another critical point Shiva raised was the importance of curiosity in experimentation. He believes that genuine curiosity drives the desire to ask “why” and dig deeper into user behavior, which is essential for effective experimentation.

“If you’re not genuinely curious about the why behind many things, I don’t know if experimentation is the field for you,” Shiva stated, underscoring curiosity as a crucial soft skill in the field.

Shiva also highlighted the foundational role of being data-driven in any experimentation strategy. However, he cautioned that having data isn’t enough—it must be effectively used to drive decisions.

“If you’re in a business setting and the business looks at your program and this is zero test wins, right? And then after two years, they would rightfully say ‘is this the way it’s supposed to go?’” Shiva remarked, pointing out that data-driven decisions are key to sustaining a culture of experimentation.

What else can you learn from our conversation with Shiva Manjunath?

• Why it’s crucial to critically evaluate industry buzzwords and ensure they align with real practices.
• How true personalization in experimentation goes beyond just adding a user’s name.
• The need for thorough analysis to genuinely support data-driven decisions.
• Shiva’s take on the future of experimentation after Google Optimize and how companies can adapt.

About Shiva Manjunath

Shiva Manjunath is the Senior Web Product Manager of CRO at Motive and Host of the podcast From A to B. His insatiable curiosity about user behavior and deep passion for digital marketing have made him a standout in the world of experimentation. With experience at top companies like Gartner, Norwegian Cruise Line, and Edible, Shiva is dedicated to demystifying CRO and pushing the boundaries of what’s possible in the field.

About 1,000 Experiments Club

The 1,000 Experiments Club is an AB Tasty-produced podcast hosted by Marylin Montoya, AB Tasty CMO. Join Marylin and the Marketing team as they sit down with the most knowledgeable experts in the world of experimentation to uncover their insights on what it takes to build and run successful experimentation programs.

The post Failing Forward for Experimentation Success | Shiva Manjunath appeared first on abtasty.