Case Study: The North Face achieves a 62% increase in checkout conversion with ClickTale

In-page web analytics reveals checkout visitors behavior

The North Face, a leading outdoor apparel brand, needed to lift conversions on its Shopping Cart page after traditional analytics showed many visitors viewing the cart but not proceeding to Checkout. Unsure what was causing drop-off, they used Clicktale’s in-page tools—heatmaps, session replays and conversion funnels—to closely observe visitor behavior on the cart page.

Heatmaps and session playbacks revealed a promotional rewards banner was diverting attention from the Checkout button, so The North Face ran an A/B test with Monetate moving the Checkout button above the banner. Banner clicks fell from ~16% to 0.2%, Checkout click-through rose 21%, and overall conversion increased from 40% to 65% (a 62% relative uplift).

The North Face

Bei He

Business Analyst