# More visible search bar at GANNI: +7.5% conversion rate

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Filters, sorting & site search
- 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-more-visible-search-bar/

GANNI made its search bar easier to see and reported a 7.5% rise in conversion rate and a 21.9% rise in mobile search use. The Danish fashion brand ran the tests itself, and the work was published as a VWO case study. The figures come from several search-bar tests combined, so no single tweak gets the credit.

## Result

**+7.5% conversion rate**

- Conversion rate: +7.5%. This is the combined result of the search-bar tests, not one variant.
- Mobile search engagement: +21.9%. Far more mobile shoppers used search once it was easy to find.
- No sample size, duration or confidence level was shared.

## Control

The search bar was there, but it did not stand out. GANNI found that visitors who used the original search converted noticeably worse.

## Variant

Across several tests, GANNI added a border around the bar, made the magnifying-glass icon more visible, and tried a longer bar with hint text inside it.

## Why it likely won (our reading)

- Many fashion shoppers arrive looking for one item, and search is the fastest way to it. Hiding it slows them down.
- A border and a larger icon make the bar look like a tool you can use, not a decoration.
- Hint text inside the bar tells shoppers what they can search for, which lowers the effort to start typing.

## Caveats

This is a bundle of several search-bar tests reported as one result, so the lift can't be tied to the border, the icon or the hint text alone. No sample size, duration or significance was shared.

## How to run this test

- Hypothesis: If we make the search bar more visible with a border, a bigger icon and hint text, then more shoppers will search and buy, because shoppers with a specific item in mind will find it faster.
- Primary metric: Conversion rate
- Guardrail: Search usage rate
- Guardrail: Zero-result search rate
- Guardrail: Revenue per visitor
- Who should test it: Stores with large catalogs where many shoppers hunt for a specific product. Less likely to matter for stores with only a handful of products, where browsing is quicker than searching.

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Credit: GANNI ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ganni-more-visible-search-bar/).
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.