Case Study: Urban Decay achieves 7% revenue increase with AB Tasty

Urban Decay increases revenue by 7% with promotional banner

Urban Decay, part of the L’Oréal Luxe portfolio, needed to grow average basket size and transaction value during sales on its own ecommerce site while maintaining its distinct brand identity across similar L’Oréal templates and competing with third‑party sellers. To address this challenge, Urban Decay partnered with AB Tasty and used AB Tasty’s A/B testing platform and Customer Success support to run targeted experiments.

AB Tasty implemented an eye‑catching green promotional banner across basket pages that informed shoppers how many euros they needed to reach an €85 discount threshold; the A/B test produced a 7% revenue increase, an 8% lift in average basket value, and a 7% rise in number of items per basket. AB Tasty also estimates the single test could translate to roughly €190,000 in incremental annual revenue, and Urban Decay plans to reuse the banner for future sales.

Urban Decay

Guillaume Totis

e-Commerce Manager