Case Study: Karen Millen achieves a 13% increase in checkout click-through rate with AB Tasty

Karen Millen - Customer Case Study

Karen Millen, a long‑standing fashion house, faced a common e-commerce problem: shoppers added items to their baskets but dropped off at the checkout stage. AB Tasty was brought in to investigate and ran Multivariate Testing (MVT) to evaluate small but crucial UX elements on the checkout page.

AB Tasty tested combinations of button color (yellow vs black) and CTA copy, finding that a contrasting black button paired with the copy "continue to purchase" delivered the best result. The AB Tasty MVT implementation produced a measurable 13% increase in click‑through rates, clearing friction at checkout and boosting the path to conversion.

Karen Millen