This week, Rick is talking with Carolina Gomes, Director of ECommerce of JanSport. Carolina Gomes is Director of ECommerce at JanSport, where she oversees the launch of new products, conducts in-depth data analysis, and connects technology with business strategy. She has over four years of experience in product management, and previously served as Director of ECommerce at Timbuk2. Carolina is based in the San Francisco Bay Area.
JanSport was founded in 1967 and is an American brand of backpacks and collegiate apparel and has been an innovator in travel bags and backpacks.
With mobile driving more than 50% of JanSport.com’s traffic and 35% of online revenue, the backpack mega-brand knew it had to get it right when redesigning its homepage just in time for the critical back-to-school season. While many brands have utilized responsive site frameworks to support mobile, this usually has meant taking a desktop design and adopting it to mobile. JanSport knew it needed to do something different to appeal to its youthful demographic.
JanSport teamed up with the digital customer experience experts at Clicktale to glean old homepage insights and then use the data to create a “mobile first” redesign as they sought to raise mobile conversion rates.