Shiseido's E-Commerce Optimization Strategy with AB Tasty

This case study details Shiseido's partnership with AB Tasty to enhance their e-commerce conversion rate optimization (CRO) strategy. The document outlines the company's initial challenges with limited A/B testing capabilities and the subsequent transformation into a more data-driven approach. It describes how Shiseido, under the leadership of Cynthia Bevilacqua, shifted from conducting a few tests annually to executing approximately 11 tests per month across various markets. The case study highlights specific strategies implemented, such as repositioning payment options to increase clicks on the 'add to cart' button and enhancing the visibility of the virtual try-on feature. It also emphasizes the importance of tailoring tests to different regional markets, acknowledging that consumer behavior varies significantly. The partnership with AB Tasty has empowered Shiseido to adopt a culture of experimentation, allowing for data-driven decision-making and continuous improvement in user experience. The document concludes with insights into future plans for expanding testing and personalization campaigns across Shiseido's EMEA brands.