Case Study: Flannels achieves 15.1% more users progressing through checkout and 60% fewer cart returns with AB Tasty

Using Experimentation To Test & Learn

Flannels, the UK luxury retailer in the Frasers Group, faced falling returning-user conversion because customers commonly forgot they had accounts or their login details between infrequent visits — and its mobile login flow buried the guest checkout option below the fold. To address this, Flannels partnered with AB Tasty and User Conversion to run targeted mobile experimentation to test alternative login flows and CTAs.

AB Tasty’s experiment introduced a “Not sure” CTA that routed users to guest checkout, prompted guest checkout on password errors, and iterated three variations to improve clarity. In an initial 14-day test Flannels saw a +54% increase in guest checkout and +10.8% clicks on the “Not sure” CTA; the final 22-day Variation 3 delivered the best outcome with a +15.1% lift in users reaching the next stage of the purchase journey and a 60% decrease in users going back to the cart page — demonstrating the impact of AB Tasty’s iterative testing approach.

Flannels