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Vans Increases Traffic 18% after Successful Site Migration with Conductor


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
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Learn more about how Conductor can help protect your site against a tricky migration. Take Conductor Searchlight for a spin.