Case Study: JanSport achieves greater organic search discoverability with Conductor

JanSport - Customer Case Study

JanSport, the original backpack and outdoor gear brand, faced the challenge of balancing brand language with commerce needs while ensuring its site was discoverable and easy to shop on mobile. eCommerce Director Victoria Reuter saw SEO as the foundation of marketing but lacked the customer-search data to justify changing internally used terms (e.g., “digital bags”) that customers didn’t use.

Using Conductor Searchlight, JanSport shifted to customer-centric language and optimization based on search volume and visibility insights—e.g., “digital bags” → “laptop bags” (18,100 MSV), “waist packs” → “fanny packs” (14,800 MSV), and “multi-day packs” → “hiking backpacks” (6,600 MSV). The change drove top organic rankings (including #1 for “laptop backpacks”), improved traffic and ROI, provided the analytics needed for executive buy-in, and gave the small marketing team ongoing visibility and guidance via Conductor’s platform and customer success support.

JanSport

Victoria Reuter

eCommerce Director