Case Study: JanSport increases conversion rates with Contentsquare

How JanSport increased conversion rate by 85% after optimizing “All Backpacks” product page

JanSport, the backpack and outdoor gear brand, wanted to modernize and optimize its website to make it more user-friendly and better understand how visitors searched and navigated. Using Contentsquare, JanSport analyzed user behavior and found key search filters, high-click products, and the most-clicked navigation areas to identify what needed improvement.

With insights from Contentsquare’s zoning analysis, JanSport redesigned its homepage and “All Backpacks” page to highlight best-selling backpacks, organize items into the most searched categories, and make filtering easier. The changes reduced abandonment, increased engagement, and improved performance: in-navigation CTR rose 30% from 10% to 13%, and conversion rate increased 85% from 2% to 3.7%, showing a strong measurable impact from Contentsquare’s solution.

JanSport

Ashley Peterson

Senior eCommerce Analyst