The North Face turned to our unique suite of metrics and UX measuring capabilities to dictate its optimization plan for the holiday shopping season, starting with the Gift Guide. As the guide is a catalog consisting of a vast collection of merchandise, The North Face analyzed its user behavior on a per-page basis.
The gear company used our unique metrics for a comprehensive analysis of the gift guide’s performance. Particularly, they studied exposure rate, click recurrence, click-through rate, each of which provided distinct pieces of data on how visitors were interacting with the guide.
This analysis informed the brand on where customers were struggling and which page elements were hindering conversions. For example, a low exposure rate of the category CTAs imparted the need to move them above the fold. A high click recurrence showed that the entirety of the hero image wasn’t clickable, telling the brand to make it so.