to Test & Learn Using Experimentation Specialising in contemporary designer clothing, accessories, and footwear, Flannels is an established UK luxury retailer for the Frasers Group. Challenge & Hypotheses: The luxury fashion retailer has a low annual frequency of purchases, like many within its sector and, because of this, many of Flannels customers when checking out either a) forgot they had an account or b) forgot their login details between return visits. This caused the conversion rate for returning users to drop significantly. In addition to this, the login page was structurally designed for the majority of visits; guest users. The checkout as a guest option on mobile was below the fold, leading to little engagement or confusion as the option was missed altogether. Mobi

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