Case Study: NYX Professional Makeup doubles transactions and reduces bounce rate by 38% with AB Tasty's social proof solution

NYX Professional Makeup Increases Transactions and Decreases Bounce Rate Using Social Proof Messaging

NYX Professional Makeup, a fast-growing L’Oréal-owned beauty brand, needed to stay at the cutting edge of its digital and e‑commerce strategy—particularly to combat stock‑out anxiety around high‑demand launches and improve online conversion rates. To do this quickly with minimal IT overhead, NYX partnered with AB Tasty to pilot AB Tasty’s ready‑to‑use social proof messaging solution.

Using AB Tasty’s social proof templates in an A/B test on French product pages, NYX saw strong results: a purchases‑based message lifted click‑throughs on the “buy” button by 43% and doubled the transaction rate, while a views‑based variant increased CTR by 32% and transactions by 33%; both variations cut bounce rates by about 38%. AB Tasty’s low‑code, customizable solution enabled fast implementation and a clear path to scale and further experimentation.

NYX Professional Makeup

Guilhem Cussonnet

Data Scientist