How the Contentsquare and AB Tasty integration enables next-level optimization experiments

Contentsquare’s experience intelligence platform offers an unparalleled range of actionable insights into every aspect of your digital journeys. 

But how do you efficiently put those insights into action?

By feeding them into (and extracting them from) an integrated experimentation platform like AB Tasty’s.  

AB Tasty is part of Contentsquare’s network of +250 trusted technology and solution partners. 

This article explains what AB Tasty’s platform does and how the platforms work together to help businesses

• Optimize their A/B testing lifecycle 

• Create delightful (and frustration-free) digital customer experiences

• Drive big business outcomes with incremental optimization

What does AB Tasty do?

AB Tasty is an experience optimization partner. Their AI-powered experimentation platform and tools empower leading brands (including McDonald’s, L’Oreal, Disneyland Paris, and ASICS) to build better products faster, driving more conversions, engagement, and revenue throughout every step of the customer journey.

AB Tasty’s platform is comprehensive, enabling AI-powered recommendations, merchandising, and emotion-based segmentation. Most importantly for Contentsquare users, it lets brands perform next-level personalization and experimentation. 

AB Tasty lets you conduct A/B testing at speed and scale. But you can also use AB Tasty’s experimentation tools to conduct a range of testing methods, including split, multivariate, and multi-page tests.

The benefits of using Contentsquare and AB Tasty

AB Tasty and Contentsquare’s experience optimization platforms complement each other perfectly. (They’re also fully integrated, meaning you can seamlessly work with both platforms.)

Contentsquare provides the behavioral insights you need to identify where in your digital journeys you could (or need to) run optimization experiments. 

AB Tasty is the other half of this equation, offering a range of capabilities with which to test the hypotheses that arise as a result of Contentsquare analysis.

And the synergy doesn’t stop there. Once you’ve run your experiment through AB Tasty, you’ll use Contentsquare to evaluate the performance of each variant in terms of impact on user behavior. And with behavioral key performance indicators (KPIs), you’ll be able to tell more about your tests—and your customers—than with commercial KPIs (such as extra revenue generated). 

Andrey Prokhorov, Digital Experience Optimization Manager at global footwear and sports apparel leader (and joint customer of Contentsquare and AB Tasty) ASICS, agrees. He made this very point in a talk about ASICS’ ‘hycremental’ experimentation cycle at CX Circle Amsterdam earlier this year.

If you analyze them in terms of commercial outcomes, most experiments are flat. But that doesn’t mean you can’t get value out of experiments. You can always derive a lot of meaningful insights from them that translate to commercial outcomes down the road. In fact, if you’re only looking at commercial performance, you’re not seeing the most important thing: the behavior behind that performance.

Andrey Prokhorov

Digital Experience Optimization Manager at ASICS

What was it about variant A that made customers click through, while those exposed to variant B turned back? Just knowing variant A’s higher click-through rate won’t shed any light on this matter. But paired with Contentsquare analysis, you’ll understand the ‘why’ behind that behavior.

Use cases for Contentsquare and AB Tasty

1. Get insights from Contentsquare—then test hypotheses within AB Tasty

Split testing is a validation technique, not a discovery technique. Before you start validating solutions, you need to find out what you’re trying to solve. So, at the start, you should be focusing on pain points, not solutions.

Andrey Prokhorov

Digital Experience Optimization Manager at ASICS

More often than not, good ideas for experiments start with a pain point.

Your customers are experiencing friction or confusion in their journeys, and they can’t do what they want to do. Or the pain point is yours. They’re missing something important that you want them to see, and they’re not doing what you want them to do. 

These problems beg for solutions, which is where experimentation comes in.

Contentsquare is designed to help you uncover opportunities for improvement throughout your user journeys. Here are some ways the platform does it.

Contentsquare’s AI finds and prioritizes testing opportunities for you

Contentsquare’s AI, Sense, is constantly analyzing your behavioral data to proactively find friction points, bring them to your attention, and give recommendations for what to do next.

Sense will also help you prioritize your testing roadmap. Using the platform’s Impact Quantification capability, it’ll quantify the impact on conversion and revenue of every issue and opportunity it finds. 

Result: you can move the most impactful experiments to the top of your to-do list. 

Use Contentsquare’s analytics tools to find test subjects for yourself

While Sense provides a constant stream of ideas for experiments you can carry out with AB Tasty, you can also discover optimization opportunities for yourself. 

Using Contentsquare’s range of powerful Experience Analytics capabilities, you can analyze every element of your user journeys, from high level to the most granular.

• Ask our platform’s AI assistant Chat with Sense any questions they have about your behavioral data and get an answer back in seconds, complete with visual charts and suggestions for the next question

• Use Journey Analysis to get a bird’s-eye view of your user journeys, seeing in an instant how users are navigating through your site, app, or product—and where they’re getting stuck or frustrated

• See where on your pages and screens customers are interacting (clicking, scrolling, swiping, typing, and hovering)—and, crucially, where they aren’t—with Heatmaps. This helps you diagnose issues and form hypotheses to test in AB Tasty.

• Watch relevant user sessions back with Session Replay to see where customers are hitting snags in your experience. Thanks to Sense, you can find the relevant sessions in seconds—and immediately skip to the key moments in each replay.

• Set up Voice-of-Customer (VoC) surveys and feedback collection buttons in your experience so customers can tell you directly what’s frustrating them

• Identify trends in feedback and organize by sentiment with Sense. If there’s unclear feedback, simply jump into the relevant session replay to see what the customer meant.

By this point, you’ll likely have a good understanding of what’s causing friction—and a strong starting point for a variant test in AB Tasty.

2. Test with AB Tasty—then analyze the test in Contentsquare

Running A/B experiments without behavioral insights is a little like coaching a sports team without being able to watch the games. 

You know the results, but you don’t understand why the losing team lost (or why both teams drew). Strategically, you can only rely on guesswork.

Equally, when you see that variant 1 performed better (it drove more conversions, for example), but you can only speculate as to why that is, you’re not necessarily learning anything about what goes into making an engaging page, screen, or product feature.  

Contentsquare brings the forensic insights that enable you to get the most out of every test—and help you run more effective tests in the future.

• Heatmaps show you where on each variant users interacted, and which specific parts of the page led customers to drop off, convert, or buy. See why one variant outperformed another, and what elements of the winning variant inspired the most engagement

• Use Journey Analysis to get a bird's-eye view of your user journeys. Understand how users are navigating through your site, app, or product—and where they’re getting stuck or frustrated. This helps you diagnose issues and form hypotheses that you can test with AB Tasty

• Session Replay lets you watch users interact with both the winning and losing variants, so you can see from their point of view why one variant inspired them to click, and another forced them to bounce 

• The immediate financial impact of the average test is often negligible, but with Impact Quantification you can calculate the projected impact on revenue of your winning variant. And you can segment your audience to understand the behavioral and financial impact each variant had on each segment’s subsequent journeys  

AB Tasty is also leading the way with AI capabilities to speed and assist their customers. With smart AI capabilities that automate test setup, you can analyze emotional responses through EmotionsAI, and deliver data-driven recommendations—helping customers move from insight to action faster than ever. 

AB Tasty’s AI toolkit includes Visual Editor Copilot for streamlined testing, Content Interest segmentation for smarter personalization, and Report Copilot to turn complex data into clear next steps.

Caption: Compare your variant interactions in an instant with Heatmaps

How 4 brands have used Contentsquare and AB Tasty to improve experiences and outcomes

1. ASICS runs more insightful tests, faster

Since integrating Contentsquare and AB Tasty to support its experimentation program, ASICS has been able to 

• Instantly analyze A/B tests: before integration, analyzing dynamic website elements was a challenge for the ASICS team because those elements weren’t part of the source code and weren’t tracked by default. With Contentsquare, they can automatically capture everything, which means they’re now able to instantly dive into results without any need for manual tracking

• Seamlessly segment A/B test results: creating segments based on behavior has enabled the ASICS team to better understand the results of experiments, and focus on the behavior of users they’re most interested in. This means they can personalize experiences for their users and drive more conversions

• Make data-informed decisions through iteration: the ASICS team believes user behavioral insights are exactly what’s required for effective experimentation, informing continuous iteration and refinement of the brand’s customer experience approach

Zone-based heatmap analysis lets ASICS see where users are clicking and scrolling in test variants 

You can learn about how Contentsquare and AB Tasty have helped ASICS improve experimentation, their ecommerce experience, and maintain revenue growth by reading the full case study.

Or, you can let Andrey guide you through the story in the video below.

2. Diptyque optimizes its checkout login process to reduce frustration

When luxury fragrance brand Diptyque received some negative feedback about issues with its checkout log-in experience, its digital team used Contentsquare to investigate what was going wrong.

Journey Analysis showed drop-offs on the checkout page, with many users returning to previous steps, and Heatmaps showed users clicking on an element Diptyque had assumed was obviously non-clickable.

Concluding the login interface wasn’t clear enough, Diptyque was determined to improve the page’s information hierarchy, and ran A/B tests of several variations with AB Tasty, analyzing the impact on customer behavior in Contentsquare.

Want to know more about these tests and how they decreased exit rates and boosted conversion rates? Read the full case study.

3. Clarins improves its product listing page to drive more conversions

We use a lot of the [Contentsquare] data to make decisions on how we're going to transform our website and roll out new versions of it and what our customers want to see. We do a lot of testing to see what's working and what's not. And we've made a lot of changes because of it.

Rachel Rosenstock

Associate Manager, Ecommerce Merchandising at Clarins

Leading luxury skincare and cosmetics brand Clarins continually uses insights from Contentsquare and AB Tasty to give its website experience a regular glow-up.

Here’s an example from the 3 explored in our customer story: when launching a range of new day and night moisturizers, Clarins noticed the product listing page (PLP) was underperforming from a conversion standpoint.

The ecommerce team used Journey Analysis to investigate and discovered that users were repeatedly navigating between PLPs and product detail pages (PDPs).

Their hypothesis: the night and day moisturizer product imagery was too similar, leading to user confusion. To test this hypothesis, the team set up an A/B test in AB Tasty’s experimentation platform, adding sun and moon icons to product tiles to clearly differentiate day and night creams.

It was a small change, but it drove increased conversions on the PLP. 

Remember: small changes can mean big impact

When you’re optimizing digital experiences, small changes add up over time. Just ask ASICS’ Andrey Prokhovov.

“You start with small individual optimizations, and test them separately so you understand what exactly the impact of those changes is. And after you’ve validated those results with split testing and other methods, you come up with a final, big optimization. That’s when you can see that all those smaller tests, even though they didn’t deliver commercial impact, delivered something else in the long run.” 

Andrey Prokhorov

Digital Experience Optimization Manager at ASICS

4. Homair continually improves its website with A/B testing cycles

A European leader in outdoor accommodations, Homair works with Contentsquare and AB Tasty to analyze and optimize its website on a continuous basis. 

 The Homair team begins each testing cycle by using Contentsquare to analyze the website experience for points of friction, whether technical or UX related, and to measure the impact of these on KPIs.

 When it’s a UX issue, the team uses AB Tasty’s web experimentation platform to set up an A/B test for a minimum of 2 weeks. Once the winning version is revealed, Contentsquare is used to analyze what separated the variants.

To find out how Homair uses the Contentsquare-AB Tasty partnership throughout the experience optimization cycle sprints, read the full case study here.

Ready for the most important test?

We’re referring, of course, to trying out Contentsquare for yourself. Book a demo with our experts today, and see how the platform can enhance every aspect of your digital customer journeys—including experiments created with AB Tasty.