Case Study: Gina Tricot achieves 2% more purchases and 3% more search sessions with Symplify

When the data speaks for itself

Gina Tricot, a Swedish fashion retailer, wanted to improve on-site search performance on its mobile site without disrupting the minimal design. Symplify ran A/B testing and on-site search optimization, testing a UX change that folds out the search bar when users are at the top or scroll up and hides it when scrolling down to drive more attention to search while keeping the interface clean.

Symplify implemented the variant and added a complementary goal that required an actual search session to validate a hypothesis about mis-clicks near the hamburger menu. The test showed fewer clicks on the search icon (avoiding accidental taps), a statistically significant 3% uplift in real search sessions, and about a 2% statistically significant increase in completed purchases, confirming Symplify’s approach improved meaningful search use and conversion.

Gina Tricot