Case Study: Oui.SNCF achieves a 61% conversion lift and risk‑free, faster innovation with AB Tasty’s Flagship

OUI.sncf Relies on AB Tasty for Risk-Free Innovation

Oui.SNCF, the French rail booking service, needed to deliver seamless, personalized mobile and web experiences to boost conversions and avoid creating negative customer memories. To run data-driven experiments and reduce rollout risk, Oui.SNCF partnered with AB Tasty, using AB Tasty’s A/B testing capabilities and its server-side experimentation platform Flagship for mobile app tests.

AB Tasty implemented rigorous experiments — including an AI-powered “Exploration Assistant” on web and a Flagship-driven app A/B test that unfolded trip details — and enabled progressive rollouts with easy rollback if KPIs dipped. The results were substantial: the Exploration Assistant delivered a +61% increase in conversion on web responsive (+33% on desktop), while the Flagship app test raised click-through to “Choose this trip” by 2.49% and basket arrivals by 0.28%; AB Tasty’s approach also sped up releases and reduced risk.

Oui.SNCF

Sunny Song

Lead CRO