Case studies
Beauty
Lumen Skincare
Used A/B testing to ship a winning grid layout in 14 days
+18% AOV · 95% confidence
AOV
+18%
£64.20 → £75.80
Confidence
95%
Welch z-test on 11.3k sessions
Time to ship
14d
Hypothesis to site-wide rollout
The challenge
Lumen suspected the static homepage UGC wall was tired but had no clean way to prove it. Their previous tool didn’t do attribution or sequential testing, every change was a guess.
What we did
- 1Hypothesis: a 4-up product-tagged grid would beat the static wall on AOV by promoting "and-also" products.
- 2Sequential MAB across 100% of homepage sessions for 14 days, 60% / 40% split, auto-promoting once the upper credible bound stabilised.
- 3Wired to the order webhook so revenue per session was attributed correctly to the variant.
“It’s the first time we’ve shipped a UGC change with the receipts to defend it in a board meeting.”
Stack
- Shopify
- Klaviyo
- GA4
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