Case Study: agnès b. achieves more than double online transactions with AB Tasty

agnès b. more than doubles online transactions by reducing purchase anxiety

agnès b., the Paris‑based fashion retailer with 250+ shops, faced purchase anxiety from online shoppers worried about fit, color and hidden fees and wanted to prove that addressing those concerns would increase conversions. They used AB Tasty’s A/B testing/CRO platform (including its WYSIWYG editor) to run experiments and needed a measurable ROI on any changes.

Using AB Tasty, agnès b. added a line above the “add to cart” CTA and a top‑of‑page banner announcing free shipping over €250 and free returns, launching the multi‑page test in about an hour. The AB Tasty test more than doubled transactions (from 1.15% to 2.87%), drove +88% clicks on “order,” and generated €23,845 additional revenue in three weeks (projecting over €400,000 annually).

agnès b.

Marjorie Galiano

Head of Digital and CRM