Case Study: Abercrombie & Fitch achieves 30% conversion rate increase with ClickTale

Abercrombie & Fitch Set the Trend with Web Analytics Success

Abercrombie & Fitch, a global apparel brand whose website drives about a quarter of its $4 billion annual revenue, struggled to turn traditional statistical web analytics into actionable insights for designers, merchandisers and other non-analytical stakeholders. Teams lacked visibility into how customers actually interacted with page content and needed an accessible, visual way to communicate on-site behavior.

A&F implemented Clicktale’s Customer Experience Analytics—using aggregated and Scroll-Reach heatmaps—to visualize user interactions and discovered hero images were below the scroll line and largely ignored. Moving key visuals higher on category pages immediately lifted conversions by 27.5% on the Women’s page, 33.7% on the Men’s page, and about 30.5% site-wide, while giving cross-functional teams an easy, visual way to optimize the site.

Abercrombie & Fitch

Theresa Paul

UX Researcher and Designer