Case Study: The North Face achieves a 50% increase in CTA exposure with Contentsquare

Leveraging customer experience to optimize holiday shopping

The North Face, the outdoor activewear and equipment brand, used Contentsquare’s Experience Intelligence platform to improve its holiday Gift Guide ahead of peak season. The ecommerce team wanted to better understand how early shoppers were interacting with the soft-launched guide and address friction points before the full campaign went live.

Using Contentsquare’s Experience Analytics and Heatmaps, The North Face identified issues such as CTAs sitting below the fold, duplicate clicking, and popular categories being too low on the page. After making layout and navigation changes, Contentsquare helped drive a +50% increase in CTA exposure rate, reduced click recurrence from 2.07 to 1, and improved access to the most popular categories faster.

The North Face

Lisa Skowrup

Senior Manager, Site Experience