Musti Group

"Bubbi is a fantastic complement to a company's CRO work. It strengthens the program and the opportunity to grow through personalization, testing, and insights together."

Sofia Staaf, CRO Consultant, Musti Group

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+4.8% in sales*

* Diff in Value per user compared to the control group Bubbi is utilizing to evaluate performance

The Challenge

Managing CRO momentum through a platform migration

Musti Group Nordic was in the middle of rebuilding its entire digital infrastructure when the collaboration with Bubbi began. The company operates e-commerce sites across the Nordic market, and the migration touched all of them. With development resources absorbed by the platform overhaul, the in-house CRO program was focused on structural changes: new checkout flows, PLP sorting, and the framework for high-velocity experimentation once the new platform was live. Maintaining optimization momentum across every site, without adding to an already stretched team, required a solution that could deliver results with minimal operational overhead.

Two approaches, different terrain

Sofia Staaf, the CRO Consultant working with Musti Group Nordic, saw an immediate opportunity. The messaging and personalization surfaces that Bubbi specializes in were not the focus of Musti’s own AB-testing program during this phase. But the synergy ran deeper than surface coverage. Bubbi’s AI identifies the audience segments that traditional AB testing struggles to reach efficiently: the high-motivation visitors that broad tests miss and narrow targeting takes too long to find. With the in-house team focused on functional improvements and Bubbi running personalization optimization in parallel, insights began arriving from multiple directions.

“We can do it faster, smarter, and more user-focused together,” says Sofia Staaf, CRO Consultant, Musti Group.

The challange

Inside the collaboration

This overview highlights the core outcomes and key aspects of the collaboration — including performance impact, implementation scope, methodology, and technical prerequisites.

  • Performance impact: +4,8% in sales*
  • Main drivers: Conversion uplift
  • Statistical method: Sequential z-test
  • Platform: In-house built platform
  • Third-party systems: Through in-house platform
  • Touchpoints: 5 – PDP, PLP, Checkout, Mini-cart, Search result
  • Communication: Social proof, Scarcity, Urgency, Reviews, Badging, USPs
  • Number of messages: 37
  • Duration of cooperation: 2 years
  • Number of users exposed: 11.000.000+
  • Number of markets/countries: 3

*Diff in value per user compared to the control group Bubbi utilize over time to evaluate its performance

The customer’s experience

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”It was a very fast and simple implementation to start with, and quick to get going. Bubbi gave good recommendations on which surface to begin the POC on, specifically to get to actually running tests quickly. It clearly showed there was potential, and we got positive results, which built the confidence to continue the collaboration."
”Bubbi can find the audience segments that are much harder to reach with classic AB testing. That kind of complement is incredibly valuable for moving faster toward those high-motivation segments that classic CRO struggles to capture."
”It genuinely generates revenue, and we see positive results with minimal resources."

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