Top Fitness
topfitness.com
A US Search Award finalist SEO and paid media campaign took Top Fitness from flat growth to a major boost in revenue
Top Fitness, a premier fitness equipment retailer based in the US, is dedicated to providing customers with the finest exercise equipment and top-rated brands. With a wide range of products, including Precor, True, Inspire, Octane, Spirit, TRX, BOSU, Helix, and Waterrower, they have established a strong physical presence across the country, from the Northeast to the West Coast, boasting 27 stores.
26.66%
Revenue increase of YoY
102%
Paid Search Revenue increased when compared to the previous 3 months.
30.80%
eCommerce Conversion rate for paid search increased by
The Client
Top Fitness, a premier fitness equipment retailer based in the US, is dedicated to providing customers with the finest exercise equipment and top-rated brands. With a wide range of products, including Precor, True, Inspire, Octane, Spirit, TRX, BOSU, Helix, and Waterrower, they have established a strong physical presence across the country, from the Northeast to the West Coast, boasting 27 stores.
The Challenge
Top Fitness had previously focused its SEO and paid media strategy on driving high volumes of traffic. The emphasis was on top-funnel keywords like “how to get lean” to attract users to the website. The paid media strategy revolved around display remarketing and Search and Shopping campaigns, resulting in a large quantity of non-converting traffic with lower intent. This posed a challenge: How could they enhance eCommerce sales?
The Strategy
To address this challenge, a strategic shift was made to focus on the mid-funnel in the SEO strategy. The website needed to optimize pages dedicated to popular brands they carried and create more comprehensive collections pages for specific equipment types. In-depth keyword research revealed substantial search volumes at the mid-buyer journey level, presenting untapped opportunities that the site had not previously capitalized on. The focus of Google was on shopping ads. On Meta, the strategy was built around utilizing top-performing audiences and building retargeting campaigns that drive eCommerce sales.
The Results
By redirecting attention to mid and lower-funnel opportunities, the focus on high-volume top-funnel searches was intentionally reduced. The aim was to attract traffic further along the buyer journey and convert it through paid search and paid social retargeting tactics.
The deliberate shift to higher-quality traffic, both organic and paid, yielded remarkable results for the website. During the high season from November to January, overall site traffic decreased by 10.11% as the emphasis moved away from low-quality traffic. However, this strategic adjustment led to a substantial revenue increase of 26.66%.
The outcome was an impressive 102% increase in revenue and a 30.80% increase in conversion rate when compared to the previous three months. This demonstrated the effectiveness of the approach in capturing more buyer-ready traffic and maximizing revenue growth.
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