AB Tasty Use Cases

The Australian Open, like all Grand Slam tournaments, is a huge event for Eurosport. Coverage is comprehensive to meet the demand of its viewership, spanning best-of-the day replays, clips of press conferences, and interview-style videos of athletes sharing insights. But, as one would expect, the main attraction is consistently the real-time streaming of matches. These high-profile events will always be top performers when it comes to traffic and streams. But Eurosport wanted to more concretely evaluate the quality of its coverage from viewers’ perspectives—using these insights to drive and refine their larger live event strategy.

Using AB Tasty’s NPS widget, Eurosport set up a short campaign in which a survey pop-in would appear for desktop users in France, the UK, and Italy who viewed any Australian Open content. The first pop-in asked users to rank their satisfaction with the Australian Open coverage on a scale that ranged from “Very Satisfied” to “Not at all Satisfied.” After making this initial selection, a second pop-in would ask users to explain their reasoning in a write-in field.

At the end of the two-week experiment, roughly 5,000 written insights were collected from users—invaluable information on the strengths of Eurosport’s coverage and what could be improved (and how these sentiments varied between regions). But, two key reasons why this test succeeded was the timing and the targeting. Eurosport adapted the pop-ins to suit three different markets, which were strategically chosen for this test. They then ran the experiment during peak viewership as there was an increased likelihood of responses.

The e-commerce team at Clarins aimed to foster a culture of experimentation across their EMEA teams to enhance customer engagement and loyalty on their websites. Facing limitations with their previous tool for creating pop-ins, they sought a solution to implement innovative tests for retention and personalization.

Leveraging AB Tasty's experimentation capabilities, Clarins devised a gamification concept called the 'Wheel of Fortune,' launched on Singles Day across all managed sites. AB Tasty enabled the rapid implementation of the game, offering promo codes as gifts to visitors, enhancing user experience, and driving engagement.

The 'Wheel of Fortune' campaign yielded significant results, with a quadrupling of orders on key sites compared to the previous year. Conversion rates soared by 89.34%, while the add-to-basket rate increased by 145% over the 2020 average. The success prompted sharing of experimentation insights among Clarins' international teams, signaling a shift towards further personalization strategies in 2021.

For retailers (and all businesses for that matter) entire strategies had to be reworked in response to COVID-19. Digital became the central, if not sole, channel to focus on.

At Lush, the team had implemented a travel campaign before social distancing and non-essential business closures were government-mandated. While the campaign had initially been performing well, there was a drastic dip in engagement as travel restrictions tightened.

Lush knew that they needed to pivot. But they also needed to consider how current circumstances were affecting their customers. What was the best way to connect with people during this time? How could they strike a balance between offering familiarity while not coming across as out of touch?

Lush focused on their homepage promotions, evaluating everything from the banner image to CTA phrasing and featured products. The team created two campaigns that subtly addressed the new reality of staying at home and socially distancing.

The first variation was centered around self-care. Lush offers head-to-toe cosmetics products that range from relaxing to invigorating. The idea was for customers to put together an entire regimen for themselves, perhaps gravitating to products they wouldn’t normally have had time for (like scalp treatments and bath bombs). The second variation was built around the theme of sending care packages to loved ones. Even though people couldn’t physically see friends and family, they could send these gifts as a thoughtful gesture or for special occasions.

The care package promotion outperformed the self-care campaign, generating a 250% higher click-through rate and $7,500 more in sales. Subsequent testing revealed that a Mother’s Day-themed campaign resonated even more with users, leading to plans for similar initiatives focusing on human connection, such as Father’s Day promotions. These experiments underscored the importance of continuous testing and adaptation in crafting effective marketing strategies.