About JanSport
JanSport began in 1967 with two friends who wanted to create a durable, functional and versatile backpack. Since then, JanSport has been exploring fun and functional backpack design and outdoor gear for both great adventures and everyday use.
Insights gained
JanSport wanted to update and optimize their website to be as user-friendly as possible. The website had some outdated features and they needed data on what and how users were searching.
By using Contentsquare, JanSport was able to determine the most used search filters, the higher click-through rate (CTR) for larger backpacks, the “all backpacks” section of the navigation people immediately click on when they visit the website, and By using Contentsquare's zoning analysis tools, they were able to leverage user data to determine what to highlight in the navigation to get the highest conversion rates.
Contentsquareの素晴らしい点は、いい意味で危険なほど簡単なことだ。私は情報へのアクセスが大好きです。そのため、とても迅速なアクセスは分析にとって重要です"
Improvements
Based on this insight, JanSport has redesigned its homepage to include a “Leaderboard” on the “All Backpacks” page. This new feature showcases the best-selling backpacks, categorises backpacks into the four most searched-for categories and provides an easy filtering system.
Improved results
After looking at Contentsquare's insights and adjusting the navigation, abandonment rates decreased, users stayed on the page longer, were more engaged and found things faster.
The “in navigation” CTR increased by 30 per cent, from 10 per cent to 13 per cent, and the website conversion rate increased by 85 per cent, from 2 per cent to 3.7 per cent. Highlighting the most searched categories dramatically improved conversions per click in each category, allowing users to buy with fewer clicks.