Merging email and details into one checkout step: +10% at GANNI
Commentary byLiftArchiveOur analysis, not theirsGANNI combined its separate email step with the checkout details form, and the case study summary lists a 10% lift in the checkout funnel.
The fashion brand ran the test itself, and it was published as a VWO case study.
It followed an earlier round of guest-checkout tests that were inconclusive.
- Checkout funnel: +10%, as listed in the case study's summary figures.
- The body of the case study only says conversions rose notably, without a number.
- No sample size, duration or confidence level was shared.
The change
The separate email step is folded into the main checkout form.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Shoppers entered an email address on its own step before they could fill in their checkout details. This step caused drop-off in the funnel.
Variant
Email entry and the rest of the checkout information sat on one step, so shoppers went straight into the form.
Why it likely won
Our reading of the result, not the practitioner's claim.
- One fewer screen means one fewer place to drop out.
- Seeing the full form at once makes it clear no account is needed, which the earlier email-first step obscured.
- Shoppers get to the part they came for, entering delivery details, sooner.
Caveats: The 10% figure comes from the page's summary stats, not the test write-up, and no sample size, duration or significance was shared.
Who ran it
GANNI ran this test for GANNI and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on GANNI →
How to run this test on your store
- Hypothesis
- If we merge the email step into the main checkout form, then more shoppers will complete checkout, because there is one less step and no hint that an account is required.
- Primary metric
- Checkout completion rate
- Guardrails
- Email capture rate
- Form error rate
- Average order value
- Who should test it
- Stores that collect email on its own screen before checkout. If your checkout is already a single page, there is little to gain.
Questions
Is a one-step checkout better than multi-step?
It depends on the store, but removing a step that adds no value usually helps.
GANNI saw its checkout funnel rise after merging the email and details steps.
Will I lose email capture if I drop the email-first step?
Not if email stays a field in the main form.
Watch email capture rate as a guardrail to be sure.
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