A Winning eCommerce Experience
How we helped TRX craft an experience that is comprehensive, informative, and effective as the training itself.
Summary
Created by a Navy SEAL, the TRX Suspension Trainer and accompanying training philosophy are the real deal. The company earned immediate respect amongst professional trainers and athletes but had struggled with direct-to-consumer sales.
We completely revamped TRX’s digital business with a full-funnel social advertising strategy, all-new photo and video content, and a redesigned, mobile-optimized eCommerce site—a combination that opened significant new revenue streams to grow the business.
Our Role
Digital Strategy
Content Strategy + Development
Content Creation
Social Advertising
UX + UI Design
eCommerce Development
Challenge
TRX had independent marketing and purchasing websites as well as separate mobile and desktop versions. Plus most consumers were purchasing on Amazon.
TRX wanted to flip the narrative and drive consumers to a single site instead of four different interactions with the brand that didn’t clearly communicate all that TRX has to offer.
Insights
The average consumer does not understand the simplicity and benefits of TRX Trainers. Data indicated that 75% of visitors to the site were there for the first time.
Amazon is not a good site to sell TRX Trainers. Static photos against white backgrounds makes them look like confusing jump ropes. Need to create dynamic, engaging visual content that shows the trainers in use so consumers have context.
Solution
Elevating the Experience
To capture the quality, functionality, and sheer versatility of TRX products, we did a multi-location lifestyle photoshoot and captured product in macro detail, demonstrating high-quality materials and simplicity.
Telling a Story
The website was designed to function like a narrative—visually drawing people in at the beginning, then substantiating the benefits before narrowing down into product offerings.
Activating On Social
TRX’s website wasn’t the only thing we optimized. We amped up social advertising that showed off product use in eye-catching, informative, and inspiring ways. We capitalized on retargeting audiences by utilizing Facebooks dynamic product ads to achieve impactful results.
Results
Only eight weeks after launch, we were able to far surpass sales goals and past benchmarks. Across social we were able to hit double-digit return on ad spend (ROAS) for TRX, transforming their business in a short amount of time.
Numbers
+140%
Increase in Conversion Rate
10x
Return On Ad Spend
-115%
Decrease in Cost per Purchase
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