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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