AB Tasty Profile

AB Tasty's founders first established a web analytics consultancy called Liwio, a Google Analytics certified partner, in 2009 in Paris, France. In 2011, they launched AB Tasty after recognizing a need for a more analytics-focused testing tool. The interface and support materials are available in French and English. The majority of their customers are based in France; the rest are mostly in the United States and Australia. The company is equally focused on self-serve and enterprise tier customers.

*Interview with Rémi Aubert, Co-founder
**AB Tasty website
Company status Private
2013 revenue N/A
Growth 2012-2013 400%
Customers 240*
Employees 18*
Pricing 29 to 299 euros per month for self-serve**; 500+ euros per month for enterprise*

Aggregate User Ratings of AB Tasty on TrustRadius

Source: (9) User reviews of AB Tasty on TrustRadius
Rating Attribute AB Tasty # of Reviewers Contributing to Rating Average A/B Testing Category Average
Likelihood to recommend 9 9 8.4
Likelihood to renew 8.7 9 8
Product usability 8 1 7.4
Support 10 1 9

Summary of AB Tasty Reviews

Source: (9) User reviews of AB Tasty on TrustRadius
AB Tasty Strengths AB Tasty Areas for Improvement
Ease of use
Nearly all reviewers mentioned the intuitive interface and ease of use of various aspects of AB Tasty, including installation, setup of tests, reporting and dashboards.
Technical training
More complex aspects of the software (especially those that require code changes) may require some extra technical training or support. Documentation could be improved to support non-technical users.
Robust features
AB Tasty offers an easy WYSIWYG editing tool and allows for segmentation and targeting and multivariate and multi-page testing.
Reporting Speed
The reporting tool can be slow, especially when dealing with a large volume of traffic.
Customer support
AB Tasty's support team is helpful and responsive. At a certain price point, they will set up tests directly for clients.
Innovation/product roadmap
The company does a good job of listening to customer demands in the development of the product roadmap.

Interview with Rémi Aubert, Co-founder

Photo of Remi Aubert, Co-founderPositioning
Rémi Aubert, Co-founder of AB Tasty, says the company is focused on providing a tool that enables marketers to optimize their websites without relying too much on developers or IT teams.

Additionally, because the founders initially launched a web analytics consulting firm, the tool is set up similarly to analytics tools. “AB Tasty is made for people that are more mature in web analytics,” Aubert says. “You can go further into detail in terms of segmenting and targeting visitors. So people that are skilled in web analytics will prefer our tool.”

Competitive Differentiation
In the reviews on TrustRadius, AB Tasty is most often compared to Google Content Experiments, Optimizely and Visual Website Optimizer. Aubert says that AB Tasty offers additional features compared to many of those tools, such as heatmaps, custom segmentation and full-factorial multivariate testing (where all possible combinations are tested).

Example Use Cases
A website that uses an online chat tool for support might be interested in discovering the most efficient time to display the chat, Aubert says. For example, maybe displaying the live chat option on the first pageview leads to a 3% conversion rate and requires five support staff to manage. If displaying the chat on the fifth pageview leads to a 2.9% conversion rate and only requires one support professional to manage, the company can evaluate which solution is the most cost effective.

As another example, media websites can use AB Tasty to test and discover the optimal moment to ask a visitor for an email address to lower the bounce rate and maximize email leads, he says.

Target Customers
AB Tasty works well for merchant, media and lead generation websites, Aubert says. The company has 120 enterprise tier clients, 80% of which are French, and 120 self-serve customers, 50% of which are French. About 20% of their customers are large companies, 60% are medium and 20% are small, he says.

The company is focused on expanding first in Europe, especially Germany, before moving on to other markets, Aubert says. Growing their self-serve customer base can be more international, however.

Enterprise pricing is based on traffic volume and starts at 500 euro per month. Self-serve tiers are based on features, support and traffic volume. The company also offers a pay-as-you-go option for self-serve customers, which can be useful for smaller websites. “Instead of being obliged to pay every month, you can buy some visitors to test and you have six months to use them,” Aubert says.