Testing Helps Drive Online Revenues for JanSport

A latecomer to the e-commerce party, JanSport has been making up for lost time in large part to an ongoing testing program that's helped to optimize the brand's website. Prior to May 2013, JanSport didn't have an e-commerce site; it sold its backpacks via wholesale partnerships with national retail brands. Upon launching its e-commerce site, JanSport dealt with several challenges transitioning from a branded website to a transactional website. In particular, navigation and effictive use of the site real estate, homepage engagement, and content marketing proved to be early pain points.