Case Study: MoneySmart achieves faster experimentation and a 12% lift in CTA clicks with AB Tasty

AB Tasty enables MoneySmart to innovate at the pace of their ideas

MoneySmart Group, Southeast Asia’s leading personal finance portal, struggled with a slow, manual experimentation process that tied up developers and delayed product improvements. Before AB Tasty, MoneySmart’s in-house testing platform meant a single simple test could take a full sprint to launch, creating missed opportunities to convert traffic and refine customer experiences — so they turned to AB Tasty’s experimentation/testing tool.

AB Tasty implemented a lightweight, production-safe experimentation platform that lets MoneySmart launch tests and see results in under 24 hours, with built-in QA, no flicker and minimal impact on load time. The new workflow democratized testing across product, design, marketing and commercial teams, reduced development and production costs, and drove measurable gains — including a ~12% lift in Apply CTA clicks and a 40% increase in use of filters.

MoneySmart

Sanjiv Shah

Product Manager