AB Tasty
112 Case Studies
Case Study: Fragrance Direct achieves 21% revenue uplift with AB Tasty
A AB Tasty Case Study
How a dedicated optimization program helped Fragrance Direct delight its customers
Fragrance Direct, a UK pure‑play beauty retailer selling over 14,000 products across 600 brands, partnered with AB Tasty to tackle low market awareness, friction in the checkout funnel, and underperforming gifting journeys. The retailer engaged AB Tasty’s experimentation and personalisation capabilities (including the Audiences feature) to improve customer experience and drive more sales.
AB Tasty, working alongside optimisation partner Endless Gain, deployed social proof messaging (+8% conversion), personalised “Searching for gift?” prompts that routed gift-seekers to the Fragrance Finder (+10% conversion during peak periods), and checkout redesign experiments (+2% conversion). These initiatives helped deliver a +21% revenue uplift and +20% more transactions in 2020 vs 2019, with experimentation ROI in excess of 17:1.
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Fragrance Direct
Julian Thompson
Trading Director, Fragrance Direct