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Sports & Outdoors

Resistance Bands in a Crowded Fitness Category

Client / Project Overview

A fitness accessory brand selling resistance bands was facing stagnation despite steady traffic and over 3,000 reviews. Their Amazon listing lacked clear differentiation in a category flooded with nearly identical products. The brand needed a refined conversion strategy and an advertising overhaul to regain growth without slashing prices or launching new SKUs.

Challenges

• Overlapping product features with dozens of competitors

• Generic visuals with no use-case orientation

• Low CTR and rising CPCs

• Customers confused about resistance levels and use

Our Steps / Phases to Solve the Issue

1. Conversion-Oriented Listing Enhancements

We focused on making the product instantly scannable and self-explanatory for shoppers browsing on mobile.

• Replaced static lifestyle shots with sequence-based visuals showing 3-4 core workouts

• Introduced color-coded callouts and “resistance level” icons to each image

• Rewrote bullets into training-style outcomes

• A+ Content structured like a workout guide: how to use, who it’s for, benefits over metal weights

2. Keyword Intent Segmentation in Ads

We pulled apart the ad funnel and built around buyer mindset instead of broad terms.

• Sponsored Brands Video showed a 30-second at-home routine with timer overlays to boost awareness and conversions

• Created exact match campaigns to gain tighter control over targeting and optimize bidding for the most high-intent search terms

3. Reducing Friction to Purchase

Shoppers needed to instantly see how the bands fit their needs—so we removed hesitation points.

• Clarified resistance levels with icon keys and product comparison chart

• Optimized title to front-load compatibility and goal: “Glute & Rehab Resistance Bands – 3 Levels, Non-Slip, Travel Bag”

• Added real-life dimensions (in inches) in imagery and product description to reduce return rates

Results

 

• Monthly revenue: $30.2K → $61.8K in 90 days

• Conversion rate improved from 10.4% → 15.2%

• TACoS decreased from 28.4% to 15.2%

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