# Merging email and details into one checkout step: +10% at GANNI

- Outcome: Won
- 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-merge-email-and-info-step/

GANNI 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.

## Result

**+10% at GANNI**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Email capture rate
- Guardrail: Form error rate
- Guardrail: 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.

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Credit: GANNI ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ganni-checkout-merge-email-and-info-step/).
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.