Case Study: Embark Veterinary achieves +7% conversion and +10% revenue-per-session with AB Tasty

Embark Veterinary Optimizes Product Pages to Drive Growth

Embark Veterinary, maker of dog DNA test kits and an online platform for breed and genetic health insights, wanted to know whether different product-page copy would increase sales of their premium health-focused kits. Working with AB Tasty, Embark set out to test whether shifting tone (emotional vs. clinical) and adding example health scenarios would change customer behavior and conversion.

AB Tasty ran two product-copy experiments: Test 1 compared emotional, clinical, and balanced tones (clinical won), yielding a 4% increase in conversion rate, a 3.5% decrease in average order value, and a 1% lift in revenue per session. Test 2 added examples of health issues with varying severity (the less-severe example won), producing a 7% uplift in conversion rate, a $9 rise in average order value, and a 10% increase in revenue per session—demonstrating AB Tasty’s testing approach delivered clear, measurable growth.

Embark Veterinary