Case Study: AS Beauty boosts $3.4M in annual revenue with PrettyDamnQuick

How Laura Geller A/B tested their checkout to $3MM in additional revenue

AS Beauty, through its Laura Geller brand, partnered with PrettyDamnQuick (PDQ) to improve checkout performance and shipping strategy. The challenge was to offer more attractive shipping options and pricing without hurting profitability, while accounting for different behaviors among first-time and returning shoppers.

PrettyDamnQuick implemented a series of A/B tests across checkout, including segmented shipping options, revised shipping copy, VIP processing, and pricing experiments for different customer groups. The changes delivered strong results: a 7.9% conversion rate uplift, about $3.4M in annual revenue growth, and roughly $1.5M in annual profit impact, including more than $300K in pure profit from free-shipping threshold messaging.

AS Beauty

Bobby Missry

VP of Digital