Case Study: How The North Face increased its CTA exposure rate by +50% with Contentsquare
Key results
The challenge
The North Face wanted to optimize its holiday Gift Guide before peak Q4 sales traffic. The ecommerce team needed to analyze early-shopper behavior to find friction points and improve the site experience.
The solution
Using Contentsquare Experience Analytics and heatmaps, the team found the hero banner with category CTAs was positioned below the fold and that customers were repeatedly clicking links leading to the page they were already on. They reorganized popular categories higher on the page.
“What's great about Contentsquare is that insights are visual and easy to digest. It helps secure immediate buy-in.”
LSLisa SkowrupFormer Senior Manager of Site Experience, The North Face
The results, in context
Moving the category CTAs above the fold increased the CTA exposure rate by +50%. The click recurrence rate — repeated clicks on the same element — fell from 2.07 to 1.0, reducing duplicate clicking and customer confusion.