How a Niche Brand Stood Out from the Competition through the Use of Contextualized Product Pages
FittPort is an online fitness shop created at the height of the global pandemic. With lockdown orders in place and gyms closed at the time, the brand aimed to help people have access to the fitness equipment they need to stay in shape, while living and working at home. As time went on, FittPort evolved into fitness brand that not only supplied home gym gear, but specialized equipment for physical therapy and muscle recovery as well. With their laid-back tone and relatable cartoonish visuals, FittPort’s message of helping everyone along in their respective fitness journeys resonated well with its intended audience.
As the online fitness equipment market is tough to penetrate, FittPort heavily relied on highly targeted Facebook ads, in order to sell to very niche audiences. They supplemented this with especially formulated hooks around the products they sell.
However, at the time of their launch, Facebook was already reeling from the privacy changes imposed by Apple and Google, making it a lot harder to run profitable ads. It quickly became evident that increasing ad spend wouldn’t solve the glaring issue. FittPort, like many other online sellers, did not make profit by cost of acquisition. Therefore, improving ROAs was the only way to turn the tide.
Since FittPort’s customers go from their ads and then directly to their product page, this was the ideal place to optimize the experience. Their initial market research showed that their customers were not price elastic because they can easily go other well-known brands to buy similar products. So, the most logical approach was persuade them that what FittPort offers is exactly what they’re looking for, and not something they would likely find at any online marketplace like Amazon.
To achieve this feat, FittPort ditched their generic product pages for specially contextualized product pages. FittPort ran these pages alongside their active ad campaigns—both specifically targeted for niche audiences. As a result, it became much easier to gauge the interest of individual customers, and provide them a contextualized product page that matched the messaging of the ad that brought them there in the first place.
“We were barely surviving in a saturated market. By using ProdPort, we could accurately adjust the content of our products to our customers. We instantly saw a surge in our conversion rate, as people continued to resonate with our value propositions.”
—Colin Kahyaoglu, FittPort
After a few weeks, the FittPort team concluded that they were able to be more precise with their product communication, resulting in an overall higher conversion rate. Most if not all visitors end up as buyers because they can more or less tailor product content to the customers. As a result, the CPA (cost per acquisition) was halved, the return on ad spend was nearly doubled.
Additionally, the FittPort team’s productivity issues were solved through ProdPort’s integrated workflow. This allowed them to work more efficiently with third-party agency on various product content versions. With content creation made more manageable, and therefore cheaper, the time and resources they used to spend on countless back and forth with agencies were instead reallocated to other efforts to finance growth.