How GANNI Styles Brand Identity Through Experimentation
Introduction: who is GANNI?
GANNI is a Danish contemporary luxury fashion brand renowned for its ready-to-wear collections, including clothing, shoes, and accessories.
Founded in 2000 and known for its effortless Scandi-cool aesthetic, the brand has evolved into a global name, offering a fresh and vibrant take on modern women’s fashion. With a focus on responsible practices, GANNI is committed to positively impacting the planet, aligning with sustainability initiatives such as using organic and recycled materials. Ganni sells its collections online to customers worldwide, including Europe, North America, Asia, and Australia, making its mark in over 40 countries.
At the heart of GANNI’s business is a community focused on changing a broken fashion system. Led by Ditte and Nicolaj Reffstrup, the brand uses responsible practices as a force of positive change for style, people, and planet.
GANNI has been creating bold, expressive, and responsibly-minded products for radical optimists everywhere. More than just a fashion brand, Thay embrace innovation for responsible progress, integrating creative approaches into every aspect of its business, from products to brand identity.
What does experimentation bring to GANNI?
Identifying itself as a ‘progressive luxury’ brand, experimentation plays a crucial role in how GANNIi’s market position, being customer-centric and defining their brand identity.
While they benchmark and look at other luxury brands, they use experimentation to make better decisions on their brand. It allows them to understand how users behave online, how they engage, how they interact and how they see GANNI. Monika Tamics, Director of Digital Product, explains “We are looking for what customers are struggling with. We identify these, come up with a solution, test it and enhance the online shopping experience by making it easier to find and purchase products, and provide a smoother, more enjoyable shopping journey for greater satisfaction.”
They use AB Tasty to power their experimentation program, successfully running tests that consistently boost conversions and AOV, improve site functionality, and make decisions based on data. By iterating on key features like search, checkout, and more, GANNI continues to improve their site.
Monika goes on to say: “AB Tasty is a platform where there are no limitations, it’s very user friendly, and anyone at any time can go in to look at the data and provide a better user experience for our customers.”
“AB Tasty is a platform where there are no limitations, it’s very user friendly, and anyone at any time can go in to look at the data and provide a better user experience for our customers.”
Monika Tamics, Ganni Director of Digital Product
Driving brand identity through continuous experimentation
GANNI prioritizes the customer in their testing process by identifying pain points in the user journey and implementing solutions to enhance the online experience. To ensure these tests are effective from a business perspective, GANNI’s team evaluates the entire customer funnel, from the initial interaction to the final checkout. This comprehensive approach has revealed key insights.
By focusing on these incremental changes, GANNI’s experimentation strategy not only improves site performance, but also deepens customer engagement, encouraging browsing and product discovery. With AB Tasty empowering them to scale their experimentation program, Ganni is able to continuously test, learn, and optimize their digital experience. Each change brings deeper insights into their identity, helping to define who Ganni is as a brand.
Testing and learning: the search bar
GANNI conducted a large-scale analysis of their website to identify low-hanging opportunities that could make a big impact. One area they quickly observed was the high number of users searching for specific products, a behavior commonly seen across fashion brands. Site search is a powerful tool, often driving higher conversion rates. In fact, studies show users are nearly 40% more likely to convert than those who don’t use it. GANNI’s challenge with their search bar was that it wasn’t prominent enough.
They found that visitors who used their original search function experienced a significant drop in conversion rates. To address this, they focused on making the search bar more visible and user-friendly. They implemented several tests, including adding a border around the search bar, increasing the visibility of the magnifying glass icon, and testing different variations such as a longer search bar with a text hint.
From these simple yet impactful tests, GANNI achieved a 7.5% increase in conversion rates and a massive 21.9% uplift in users engaging with the mobile search function.
Another example of incremental learning, GANNI’s test-and-learn mindset allowed them to experiment with changes that significantly improve their user’s customer journey. By optimizing the search experience, GANNIi made it easier for customers to find products they love, driving higher engagement.
Ganni’s checkout challenge
The checkout process presented another key opportunity for GANNI’s experimentation team. Initially, users were required to enter their email address before accessing the checkout page – a step that caused a drop-off in the funnel. GANNI hypothesized that this barrier led customers to assume guest checkout wasn’t an option, prompting cart abandonment.
Not all tests are winning tests and GANNI’s experimentation on the checkout page is a good example of this. During the first round of tests, designed to clarify the availability of guest checkout, gave inconclusive results. Undeterred by the initial results, GANNI’s experimentation program continued testing.
They refined their approach, focusing on simplifying the checkout flow by combining the email entry and information input into one step. The team’s determination paid off, generating an impressive uplift in conversions.
Although it was frustrating when the first round of tests didn’t deliver the expected results, GANNI’s Senior Digital Project Manager, Anders Skaarup, notes how they “provided some kind of insights toward the overall purchase funnel or discovery funnel for the user.” By testing barriers in the user journey, GANNI not only improved conversion rates but also deepened their understanding of how small changes can have a significant impact on customer behavior and these learnings led to them adding more and more improvements on the checkout page.
Small changes, big impact
The checkout process or search function can make or break a customer’s decision to complete their purchase. GANNI’s experience is a testament to the power of iterative testing. By identifying key drop-off points and continuously refining their approach, the team is able to remove friction points and unlock valuable insights into user behavior. Not only does this improve CRO and minimize potential revenue loss, but AB Tasty also improves the brand’s overall digital experience. GANNI isn’t reliant on gut feelings or abstract concepts when it comes to experimentation – the team tests, learns and makes data-driven decisions that shape their brand identity.
A better site for a better customer experience
GANNI wants to speak to their customer group – and the more they can understand them, the better the user’s digital experience. By fostering collaboration across departments, they ensure that all teams are aligned with customer-centric goals.
As Anders Skaarup, Senior Digital Product Manager states, “This is the way that decisions can be made together – based on data that allows us to become an elevated brand. It also means that we can share insights and help prevent loss – it isn’t simply about gaining more – but being able to capitalize on what is there. At GANNI, we want to speak to our customer group – and the more we can understand them, the better the digital experience.”
“At GANNI, we want to speak to our customer group – and the more we can understand them, the better the digital experience.”
Anders Skaarup, Ganni Senior Digital Product Manager
Brand identity
By continuously testing and learning, they gain real-time insights into customer preferences, allowing them to quickly adapt and deliver a digital experience that resonates deeply with their audience.
With AB Tasty, GANNI may gain insights into what drives revenue and user conversion, enabling faster implementation of new designs, but the real benefit is how it informs who they are as a brand and how this relates to their customers.
This unified approach to experimentation, continuous learning, small iterations and identifying areas to improve helps to build a customer experience that GANNI’s audience love and strengthens their market position.
