# Clarifying guest checkout at GANNI: inconclusive

- Outcome: Flat / inconclusive
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps, fields & flow
- Test run by: [GANNI](https://liftarchive.com/practitioners/ganni/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/ganni-styles-brand-identity-experimentation/
- Page: https://liftarchive.com/test/ganni-checkout-guest-option-clarity/

GANNI tested ways to make it clearer that shoppers could check out as guests, and the first round of tests was inconclusive. The fashion brand ran the tests itself, and they were published as a VWO case study. The team then moved on to a different fix, merging the email and details steps, which did win.

## Result

**inconclusive**

- Conversions: inconclusive. The first round showed no clear winner.
- No numbers, sample size or duration were shared for this round.
- The learning fed a follow-up test that combined the email and details steps into one, which raised conversions.

## Control

Shoppers had to enter an email address before they could reach the checkout page. GANNI believed many read this as a sign that guest checkout wasn't possible, and left.

## Variant

The first-round variants added clearer signals that guest checkout was available. The case study doesn't describe the exact designs.

## Why it likely came out this way (our reading)

- Telling people guest checkout exists may not help if the extra email step is still in the way. The friction was the step itself, not the wording.
- Shoppers who reach checkout may skim past explanatory text and react to the form they see.
- The changes may have been too subtle to move behavior enough to show up in the data.

## Caveats

GANNI shared no numbers, sample size or duration for this round, and the variant designs aren't described. Treat it as a directional learning, not a measured result.

## How to run this test

- Hypothesis: If we make it clear that guest checkout is allowed, then fewer shoppers will abandon at the email step, because they will stop assuming they must create an account.
- Primary metric: Checkout completion rate
- Guardrail: Drop-off at the email step
- Guardrail: Account sign-up rate
- Guardrail: Revenue per visitor
- Who should test it: Stores that ask for an email before checkout and see heavy drop-off there. If your flow already looks guest-friendly, removing the extra step is probably the better test.

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Credit: GANNI ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ganni-checkout-guest-option-clarity/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.