For over 50 years, the Vans® brand has led the industry in action-focused footwear, apparel and accessories for skateboarders, surfers, BMX riders and snowboarders across the world.
After previous site migrations, several VF Corporation sites had suffered major drops in traffic. Vans, a VF brand, brought on the Conductor technology and professional services team to protect their digital equity in an upcoming migration.
Vans enlisted Conductor’s technology and team to act as a safety net during their recent migration. Conductor set up tracking and implemented extensive technical safeguards (such as redirects) to ensure the Vans site did not lose any rankings, traffic, or online authority.
“Conductor’s ability to help us safely migrate and improve upon our SEO efforts for our website relaunch has been a key component to our success. Their customer service and attention to detail not only made us feel more comfortable during the project but also helped deliver stellar results.”
-Aaron Sullivan, Director, eCommerce & Digital Marketing EMEA, Vans
Along with executing a seamless redesign without organic traffic losses, Vans is now seeing an increase in the quality of their traffic.
Site improvements after the redesign:
- +18% in page views
- +44.34% pages per session
- +25.18% session duration
- -22.20% bounce rate
Learn more about how Conductor can help protect your site against a tricky migration. Take Conductor Searchlight for a spin.
With multiple Excel-based status trackers for each of the firm’s 31 launch countries, version control was an inevitable challenge. Team leads were spending nearly as much time sorting through files looking for relevant information than they were moving the project forward.
Their spreadsheet-based tools were holding them back. Their technology didn’t match with their process or their working style. They reached out to Sensei Labs to implement Conductor.
By combing through the established launch process – the projects and tasks, owners and due dates – we were able to prioritize the data to display the most relevant, contextual information for each person, making their launch process easier to understand and more relevant.
With the existing process as our foundation, we then designed a new set of business rules to codifying best practices. Combining these business rules with Conductor’s existing toolkit, including access rights, and notifications, we enabled positive habit building and a productive dialogue.
In this way, best practices are documented, preserved, and propagated throughout the team, giving them the ability to easily scale as they grow. To get our customer up and running, our team met with the leadership and project teams on-site to provide face-to-face training. Open office hours were available for team members to drop-in for answers to any questions about the tool or for a more hands-on demo. Training videos with answers to the Frequently Asked Questions were posted to the learning app, Academy, for easy reference any time.
Critical to the tool’s success was having a strong champion and advocate. The firm’s Operations Lead, a person widely viewed internally as an early adopter of the latest and greatest tech, was exactly the champion the firm needed. With the perfect balance of a relentless optimist and a humble realist, he helped to spread excitement and created a shared feeling of trust. He connected with each country team throughout the roll-out, promoting adoption, a willingness to learn and ask questions, and a sense pride in the improvements they each had a hand in making possible.