Naturally, Marjorie Galiano (Head of Digital and CRM) hoped to use AB Tasty to run website optimization tests that would lead to more purchase transactions. She had a feeling one sticking point for agnès b.’s consumers was purchase anxiety. What if the item didn’t fit, or the color was different in real life? Were there any hidden fees that would come out right at the end of check out? Marjorie wanted to quickly and easily run a test that would address these consumer concerns. Crucially, she needed to be able to measure potential return on investment: would addressing this purchase anxiety actually lead to increased sales? CHALLENGE agnès b. more than doubles online transactions by reducing purchase anxiety Headquartered in Paris, agnès b. has been designing clothing for me

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