Case Study: Life Extension mitigates rebrand risk and boosts performance (−28% bounce, +5% AOV) with AB Tasty

Life Extension mitigates the risk of a company-wide rebrand

Life Extension, a science-driven supplement company, needed to refresh its brand without alienating a loyal customer base or disrupting digital sales. To mitigate that risk they partnered with AB Tasty, using AB Tasty’s redirect test and Customer Success support to run a data-driven, staged rebrand rollout rather than a full immediate switch.

AB Tasty implemented an incremental redirect test, ramping traffic to the rebranded site to 100% over two weeks while keeping the cart experience unchanged, and used the AB Tasty NPS widget and session recordings to uncover and fix friction (reordering the mobile menu, refining internal search, and adding product copy). The result: bounce rate fell 28% and average order value rose 5%, enabling Life Extension to launch the rebrand with measurable confidence.

Life Extension

Jennifer Streiner

Director