TRX Triaining Paid search drives online sales

TRX Training | eCommerce

Paid Search Drives Online Sales for TRX Training

TRX Training (TRX) creates suspension training equipment that are compact and lightweight, making it easy to work out anywhere. As TRX has grown in popularity, competition continues to appear from all angles. The reason? TRX products are not only available for sale on its own website, but also through resellers like Amazon. In order to maximize profit and take full control of the consumer experience, TRX needed to break through the clutter and drive incremental sales on their own website.

Paid Search

The Challenge

Revitalize search marketing approach to crush goals

Winning over consumers in a competitive landscape

To address a diverse, competitive online shopping landscape, TRX needed to ensure its digital marketing strategy allowed the brand to seamlessly capture consumers. The goal was two-fold: drive purchase-ready customers to their website, and capture higher-funnel consumers looking to improve their fitness to learn more about its products. To remain competitive and achieve their sales goals, our experts revamped TRX’s legacy search engine marketing (SEM) approach.

The solution

Restructuring paid search efforts to drive results

Leveraging SEM was key to achieving TRX’s goals but, historical campaigns proved ineffective at capturing and converting consumer demand. So, our experts stepped in with a restructured approach that would both drive sales and position TRX’s products as the go-to workout for all body types, fitness levels, and varying workout needs for the target audience.

The paid search and shopping restructure was centered on five core components:

Fully maximizing SEM capabilities (promo call-out, sitelinks, etc.) to drive performance
Optimizing toward top performers and priority conversions
Prioritizing the consumer’s intent and specific product needs
Geo-targeting different international regional audiences to ensure relevancy
Testing into new audience segments

The Results