Case Study: Sur La Table achieves 12% more product page views and a 6% higher conversion rate with Heap

Sur La Table uses Heap to increase product page views and overall conversion rate

Sur La Table, a 40+-year-old cookware retailer with a strong eCommerce and culinary-class business, needed deeper behavioral insights to improve customer experience and conversion. Their existing Adobe and Google Analytics setup provided high-level metrics but was too inflexible and developer-dependent to answer what actually drove purchases or support rapid on-site testing and iteration.

By adopting Heap’s automatic event capture and self-serve analysis, Sur La Table’s marketing, merchandising, and eCommerce teams could run real-time experiments, build dashboards, and cohort users without developer help. That agility produced measurable wins: routing email traffic to category pages increased product page views by 12% and overall conversions by 6%, improved cross-product merchandising lifted co-purchases and average order value, and teams optimized performance live on Black Friday—driving a broader shift to iterative, data-driven decision making.

Sur La Table

Walter Euyang

Ecommerce and Marketing Analyst