The hero button on the CliftonStrengths home page, the page that greets 38 million users, says "Buy CliftonStrengths 34", but its tagged link redirects to the store home page instead of the product. The same pattern runs through the CliftonStrengths articles: thousands of links use old store addresses, three book and kit links land on the store home page, and four course links return 404. Each one adds a step, or a dead end, between intent and checkout, and the new Digital Commerce product manager is hired to improve exactly this purchase journey.
First action
Change the hero button link to the direct product address today.
How to measure it
Store links landing on the right product
- Now
- –
- Target
- 100%
- By
- 30 days
Steps
Fix the hero
Direct product link on the CliftonStrengths home page.
Web and SEO Lead 1 hour
Keep tags
Make the /p/ redirect keep the product when a query string is present.
Senior Software Engineer 2 days
Map old IDs
Old store numbers (10314, 10242, 10336) to current products.
Product Manager - Digital Commerce 1 day
Replace links
One CMS find-and-replace across the CliftonStrengths pages.
Web and SEO Lead 2 days
Fix 404s
Four course links to live course pages.
Web and SEO Lead 1 hour
Watch weekly
Automated check of every store link.
Senior Software Engineer 1 day
Measure
Product-page views and orders from the CliftonStrengths pages, before and after.
Product Manager - Digital Commerce 4 weeks
Why it works
Point the hero button straight at the product page (store.gallup.com/product/cliftonstrengths-34/...) and keep campaign tags working through the redirect. Then run one find-and-replace across the 708 CliftonStrengths pages so every store link uses the current product address, fix the 404 course links, and add a weekly link check that flags any store link that ends on the home page or a 404.
A buyer who clicks "Buy" and sees a store home page has to search again, and some leave. The fix is small, measurable within days, and gives the new product manager a clean baseline for later A/B tests.
Ready to use
ChecklistStore link fix list
[ ] Hero "Buy CliftonStrengths 34" goes to /product/cliftonstrengths-34/... [ ] /p/<id>?utm_... keeps the product [ ] /p/10314 How Full Is Your Bucket? to its product page [ ] /p/10242 and /p/10336 mapped or replaced [ ] Four /c/en-us/.../courses links fixed [ ] All /p/en-us/ and /h/en-us/ links rewritten [ ] Weekly link check alerting on store home page or 404 landings
Risks and how to handle them
Other sites link to old addresses
Keep the redirects, but make each one land on the right product.
Campaign reporting breaks
Test that utm tags survive on the final URL.
Evidence
- Your websiteCliftonStrengths home page (checked October 21, 2026): "Join 38,283,030 People Using Their CliftonStrengths"; the hero button "Buy CliftonStrengths 34" links to store.gallup.com/p/10003 with campaign tags (utm_source=link_wwwv9), and that tagged link redirects to the store home page, not to the CliftonStrengths 34 product. The same link without tags does reach the product page.Source
- Your websiteLink check of all 708 CliftonStrengths pages in the sitemap (October 21, 2026): about 8,600 store links (many in the shared page menus) point to old store addresses (/p/..., /c/en-us/..., /h/en-us/) that go through redirects; links to How Full Is Your Bucket? (/p/10314), 12: The Elements of Great Managing (/p/10242) and the Leading High-Performance Teams kit (/p/10336) land on the store home page, including from "Popular CliftonStrengths Books" and "10 Ways to Apply Your Strengths Daily"; four course links (e.g. on "CliftonStrengths Learning Journal Launch" and "Future of Work: Cal HR") return 404. How Full Is Your Bucket? does have a live product page in the store sitemap.Source
- HiringProduct Manager - Digital Commerce (Omaha, posted October 5, 2026): "Shape how customers discover, purchase and experience Gallup's digital products"; turns customer needs "into digital experiences that increase customer engagement"; will "Test and validate ideas through pilots, A/B testing, phased rollouts and other experimentation"; experience with "e-commerce, digital commerce, online purchasing journeys or conversion optimization preferred".Source
- Your websiteReport picker on the CliftonStrengths pages: CliftonStrengths 34 at $59.99, Top 5 at $24.99, CliftonStrengths Upgrade at $49.99 ("You must have taken the Top 5 assessment to unlock this upgrade"), CliftonStrengths for Managers at $49.99 and for Students at $24.99. Top 5 plus the upgrade costs $74.98, $14.99 more than buying CliftonStrengths 34 first.Source