JanSport packs in an extra 13% in conversions for back-to-school

JanSport is the world’s leading and largest backpack maker, providing stylish and functional packs and outdoor gear, both through retail stores and online.

Goals

  • Overhaul product data within Google Shopping.

  • Improve Google Shopping listings.

Approach

  • Submitted authoritative product information into Manufacturer Center.

Results

  • Boosted conversion rate by 13%

By uploading complete and accurate product data into Manufacturer Center, JanSport increased their chances of standing out in a crowded marketplace -- and ultimately get more of their products in the hands of consumers.

During the 2015 back-to-school season, JanSport used Manufacturer Center to overhaul their product images, descriptions, and details to improve how their products appear on Google. For example, JanSport updated their Big Student model backpack by including richer descriptions that highlight the product’s two large compartments, water bottle pocket, and extra large capacity. This information helped create more effective listings on Google Shopping and other Google services like Google Express, letting shoppers better understand what they’re buying. JanSport saw a 13% increase in conversions originating from Google for their backpacks with updated product data, compared to benchmark products without updates.