Objectives.

Onnit is an online retailer for sports, well known for their supplements, gym kit and nutrition products. The fitness and health industry is notoriously male dominated, meaning that most ads and landing pages are tailored to that demographic. It’s not surprising then, that Onnit were only seeing 20% of their online visitors identifying as female. Whilst small in percentage, female conversion rates were high, providing the need to change tact in order to take advantage of this. NMPi took over their paid search channels, with the brief, double the size of Onnit’s female customer base using paid channels, whilst maintaining the existing ROI of 300%.

Strategy.

In order to better understand what the target audience was generally looking for, NMPi undertook a data analysis. Split testing ads with different products and copy revealed that softer ad copy, such as ‘health and fitness’ rather than ‘fitness and training’ was more frequently clicked.it was also established that we saw that women responded well to search queries & ads relating to relaxation supplements. We used this search query and audience data in our display and shopping campaigns, as it formed a fundamental part in our success in converting more first time purchasers.

We tested landing pages to determine which pages lead to the best response, and from these results, worked to switch up the creative on site, using landing pages with images of women, and editing taglines to make products more gender neutral.