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.

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AB Tasty introduced a cookie-free, AI-driven personalization solution tailored to the group’s unique needs. By applying dynamic recommendations across the entire customer journey, including homepage, product pages, and even 404 error pages, AB Tasty helped Groupe Équipement de la Maison boost online performance while respecting privacy regulations.

The results were remarkable: a 21% increase in homepage conversion rates, a 21% growth in average basket value, and a 10% engagement rate with personalized recommendations. Beyond the metrics, the group saved time and resources, allowing teams to focus on high-value projects.

Ready to transform your e-commerce strategy with AB Tasty? Download the case study to learn more.

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La Bécanerie, a leader in motorcycle parts and equipment, needed a smarter way to enhance its e-commerce experience. With a vast catalog and a strong focus on customer satisfaction, the brand wanted to automate its merchandising while improving personalization across the shopping journey.

Enter AB Tasty’s automated bundles. By analyzing purchasing patterns, AB Tasty introduced dynamic product bundles that resonated with customers’ needs. The seamless integration ensured bundles fit perfectly within La Bécanerie’s existing site design, delivering a frictionless user experience.

The results? A 7% engagement rate among exposed visitors, with bundle users generating three times more sales than non-users. Basket values also saw an 11% increase, all while freeing up the business team’s time for high-value tasks.

Ready to transform your e-commerce strategy? Discover how AB Tasty helps brands like La Bécanerie unlock their potential with personalized, automated solutions

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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.

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Wonderbox is all about creating unforgettable gift experiences. Facing challenges like optimizing promotions and simplifying the buying process, Wonderbox turned to AB Tasty for a smarter approach to give their digital journey a little extra magic.

To enhance their promotions, Wonderbox introduced targeted pop-ups powered by AB Tasty’s AI-powered algorithms. Instead of offering discounts to everyone, these personalized pop-ups focus on undecided visitors who might otherwise leave empty-handed, offering them a 10% discount right when it’s most impactful.

But that’s not all— Wonderbox also tackled the complexity of their gift box selection process. With AB Tasty’s session recovery solution, returning visitors can effortlessly pick up where they left off, whether on a product page, category page, or even mid-checkout.

With AB Tasty, Wonderbox ensures every visitor enjoys a smoother, more personalized experience. Want to know exactly how they achieved it? Download their story now and get inspired for your own optimization journey!

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Since 1968, Figaret has been a symbol of timeless French elegance, crafting premium shirts and apparel that stand the test of time. But as shopping trends shifted online, this brand knew it was time to innovate. That’s why Figaret embraced AB Tasty’s personalization tools to revolutionize their online shopping experience—and the results speak for themselves.

With personalized product recommendations placed in all the right spots, Figaret made it easier than ever for shoppers to discover their next favorite piece.

On product pages, customers see suggestions tailored to their tastes, and after adding items to their cart, they’re tempted by similar products and top sellers. The result? A seamless, personalized shopping journey (and more sales!) that keeps customers coming back for more.

Ready to see what personalization can do for your business? Take inspiration from Figaret’s success story and start transforming your sales today.

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

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

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

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

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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).

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Mademoiselle Bio, a leader in French organic cosmetics, partnered with AB Tasty to tackle the challenges of rising acquisition costs and the shift away from cookie-based personalization.

By implementing AB Tasty’s cookie-free personalization technology, the brand transformed its online shopping experience, leading to a 9.2% increase in sales, a 1.9% boost in conversions, and a 6.5% rise in average basket value.

Personalized product recommendations and intelligent e-merchandising helped guide customers through their shopping journeys, delivering tailored experiences that significantly enhanced engagement.

This successful project highlights how Mademoiselle Bio brought the personalized touch of in-store shopping to its online experience, creating a smoother and more intuitive journey for customers.

By tailoring product recommendations at every stage of the customer journey, Mademoiselle Bio not only boosts customer satisfaction but also builds stronger loyalty and increases sales.

Download the full case study to discover how Mademoiselle Bio maximized revenue and adapted to the evolving digital landscape without relying on cookies.

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Alltricks is a French online shop created in 2008 that’s specialised in the sale of cycling and running products. A leader in its sector, the website markets more than 50,000 products and has more than 2 million visits per month. In 2019, Alltricks was acquired by Decathlon.

When Valentin Calais, Alltricks’ UX and Conversion Manager, contacted AB Tasty, he was looking to optimize two aspects of Alltricks’ website UX:

1. Recommendations

2. Buying Process

Download the full case study to discover more on how and where Alltricks implemented recommendations on their site, boosting AOV by 5% and revenue per user to +7%.

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