Case Study: Melvin & Hamilton achieves 34% revenue lift with AB Tasty product-page A/B testing

Melvin & Hamilton increases revenue by 34% with product page optimization

Melvin & Hamilton, a European footwear brand that moved from brick-and-mortar to e-commerce, faced the challenge of optimizing product page UX to boost navigation and transaction rates. To test better page layouts they used AB Tasty’s A/B testing capabilities (set up via the AB Tasty WYSIWYG editor) to experiment with product page design and surface recommended items more prominently.

Using AB Tasty, Melvin & Hamilton ran a month‑long A/B test that removed a top hero image, moved Nosto‑recommended products higher, and shifted the navigation thread up; the test was implemented in about 30 minutes without IT. The AB Tasty experiment drove a 16.5% increase in clicks on recommended products, a 24% increase in transaction rates and a 34% lift in revenue (≈€6,700 extra in one month), after which the changes were hardcoded sitewide.

Melvin & Hamilton

Lucie Piriou

Communications & Development