Case Study: Decathlon achieves a 3.3% increase in returning visitor transactions and 2.8% revenue lift with AB Tasty's Social Proof widget

Decathlon Scores Big With Social Proof

Decathlon, present in 52 countries with 1,600 stores and an online catalog of 10,000 products across 80 sports, faced a challenge: a huge range of choice can overwhelm shoppers, particularly those trying a new activity. To help guide visitors toward popular items, Decathlon UK partnered with AB Tasty and deployed AB Tasty’s Social Proof widget to test whether simple social proof messaging would nudge users down the purchase funnel.

AB Tasty ran an A/B test on 400 product pages using its AI-powered Social Proof widget (showing recent product view counts with a 20-view threshold) placed beneath reviews. The change lifted add-to-cart clicks by 1.5%, transactions by 2.4% and revenue by 1.3% overall; returning visitors saw bigger gains (clicks +2.8%, transactions +3.3%, revenue +2.8%). AB Tasty’s test also showed the tactic worked best for lower-priced items (<£10), giving Decathlon clear guidance to scale the approach.

Decathlon

Florent Beck

UX Leader