How The North Face used Tag Manager 360 to increase
conversions by 3X
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Case Study
How The North Face used Tag Manager 360 to
increase conversions by 3X
Tags
Analytics 360
Google Marketing
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Tag Manager 360
The North Face is a global leader in outerwear
apparel and an important part of consumers’
journeys as they explore the world. As a global
retailer, it’s important for The North Face to
understand what consumers are looking for in
each market and optimize the consumer
experience to those preferences. That’s why the
brand frequently looks at how consumers are
searching for items on its website.
By using Google Tag Manager 360, in combination
with Analytics 360, the brand discovered that
their customers were searching for a new term,
“midi parka.” With this insight, The North Face
quickly renamed one of its products and drove a
3X increase in conversions and revenue.
Email support available
Video Transcription
Evans: At The North Face, we
would not say we're a clothing brand. We're an
exploration brand.
Dvorsky: One of the most
awesome things about The North Face is that our
gear is literally a part of someone's journey
as they're exploring.
Dvorsky: Running a global
business in the retail space, it's important to
know the preferences of those markets. So we
need to be looking at fresh data sets, whether
that be through search trends or just how
people are viewing things on our website, and
actually optimize the way that we're actually
showing up to that consumer./
Dvorsky: Google Tag Manager
360 and Analytics 360 allows us to capture
consumer behavior in a simplified manner. We're
measuring all of the little pieces of
information that someone would be interacting
with on our website.
Evans: What I love about
Google Tag Manager is how real time it is. For
example, the vernacular of what people are
searching for literally changes year to year.
People used to say they were looking for a
winter coat, then it was a winter parka, then
it was a winter puffer, then a few years ago,
out of nowhere, we saw this new term pop out,
the midi parka. This was a new search term for
something that we already sold, but we just
weren't naming the way that consumers were
looking for it.
Evans: We were able to quickly
rename our products and make sure that our
search functionality was working on the website
to serve up that information, and we saw,
essentially, a tripling overnight in both
conversion and revenue because people were able
to find what they were looking for.
Dvorsky: Working for The North
Face, how we wanna show up in the marketplace
is really just to unlock people's passions to
go explore.
Evans: It has been partners
like Google who have helped us to harness the
power of data that lets us act on what our
consumers are asking for much faster.
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