Case Study: Lush achieves a 250% lift in click-through rate and $7.5K in extra sales with AB Tasty

How Lush’s focus on human connection optimized the digital customer experience

Lush, the cosmetics company known for fresh, cruelty-free products, saw engagement on a travel-themed campaign drop as COVID-19 travel restrictions took hold and needed to quickly pivot its digital messaging. Working with AB Tasty and using its A/B testing/experimentation platform, Lush focused on reworking homepage promotions to connect with customers in the new stay-at-home reality without seeming out of touch.

Using AB Tasty to run tests, Lush compared a self-care promotion against a care-package theme and found the care-package variation delivered a 250% higher click-through rate and generated $7.5K more in sales. A follow-up AB Tasty test showed a Mother's Day–focused version outperformed the general care-package messaging, prompting similar holiday campaigns (like Father's Day) and demonstrating the measurable impact of continuous experimentation.

Lush