Case Study: Shiseido achieves 129–159% add-to-cart uplift and scales experimentation with AB Tasty

Shiseido Revitalizes Experience Optimization Strategy With AB Tasty

Shiseido, led by Cynthia Bevilacqua, needed to move from a constrained experimentation approach (just three–four tests a year) to a scalable, data‑driven CRO program across EMEA. They partnered with AB Tasty, adopting its low‑code experience‑optimization platform and hands‑on customer success to build regional testing capabilities, shift stakeholders from opinion‑led decisions to evidence‑based experimentation, and embed a testing mindset across teams.

AB Tasty implemented targeted A/B tests and operational processes that drove measurable lifts: moving Klarna payment copy closer to the CTA increased mobile “ADD TO CART” clicks by 129% and desktop by 159% (payment option clicks +24% mobile, +72% desktop); a redesigned virtual try‑on CTA raised try‑on clicks +95%, add‑to‑cart for those users +73%, overall add‑to‑cart +16% and transaction rate +61%. With AB Tasty’s support Shiseido scaled from a few yearly tests to about 11 tests per month and put regionalized, data‑led experimentation and longer test windows at the heart of its optimization strategy.

Shiseido

Cynthia Bevilacqua

Digital Product and User Experience Manager