Case Study: Vans achieves higher-quality traffic and engagement after site redesign with Conductor

Vans Redesigns Site and Improves Traffic Quality with Conductor

Vans, part of the VF portfolio, faced major traffic losses after prior site migrations and needed to protect its digital equity ahead of a planned redesign. To avoid further ranking and traffic declines, Vans engaged Conductor for technology and professional services support during the migration.

Conductor acted as a safety net—setting up tracking and technical safeguards such as redirects—to preserve SEO value and ensure a seamless relaunch. The redesign produced higher-quality traffic and strong engagement gains: +18% page views, +44.34% pages per session, +25.18% session duration, and a 22.20% reduction in bounce rate.

Vans

Aaron Sullivan

Director, eCommerce & Digital Marketing EMEA