Case Study: Hanna Andersson achieves a 22% higher purchase rate and increased lifetime value with AB Tasty

How Hanna Andersson is Experimenting its Way to Higher Lifetime Value

Hanna Andersson, the family-focused children’s clothing brand, faced a challenge boosting discovery and loyalty for its toddler range after combining kids and toddler collections. To increase customer lifetime value by getting parents to engage with toddler items, the team turned to AB Tasty’s experimentation and personalization platform (including its widget library and marketing-friendly interface) to run site-based tests without heavy developer involvement.

Using AB Tasty, Hanna Andersson tested serving toddler-sized product images to users coming from the toddler section and launched the variation in under a week. The experiment drove an ~8% lift in PLP clicks and a 22% increase in purchase rate, thrilled the merchandising team, and — thanks to AB Tasty’s ease of use and support — promises significant scaled revenue impact as the brand rolls the treatment out across more products.

Hanna Andersson

Morganne Hatfield

Marketing Analyst