Impact Snapshot
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- Drove $400K+ in attributed equipment revenue
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- 192+ equipment units sold
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- Created 4 category-specific buying guides
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- Supported organic search + paid acquisition
Overview
I led the strategy and execution for four category-specific equipment buying guides for NordicTrack. The goal was simple: help customers research, compare, and choose the right fitness equipment with confidence.
Collectively, these guides supported 192+ equipment sales and over $400K in attributed revenue from users who engaged with the content during their purchase journey.
Context
NordicTrack sells premium fitness equipment with high price points and long consideration cycles. Customers often spend weeks researching options before purchasing, comparing features, space requirements, and use cases across multiple machine types. Organic search played a key role in early and mid-stage discovery, but there was limited long-form guidance available to help buyers confidently evaluate their options.
Problem
Product pages alone weren’t sufficient to support buyer decision-making. They were intentionally lightweight and optimized for conversion, but they lacked the depth needed to clearly differentiate machines, explain tradeoffs, and guide buyers toward the right fit for their goals, space, and fitness level.
Additionally, many customers were wary of traditional sales-driven messaging. They wanted a low-risk, self-guided way to research equipment without feeling pushed toward the most expensive option. From a business standpoint, there was also a need to more clearly articulate product differentiation and unique selling points beyond what could reasonably live on a PDP.
Strategy
Instead of creating a single, generic buying guide, I focused on building category-specific guides aligned to how people actually shop for fitness equipment. Keyword research and customer questions showed that buyers weren’t just looking for “the best” option — they wanted help understanding tradeoffs, space considerations, and which machines made sense for their goals and experience level.
I created four standalone buying guides — treadmills, ellipticals, rowers, and bikes — each designed to support buyers from early research through final comparison. The guides were intentionally educational and neutral in tone, giving customers the information they needed to make confident decisions without feeling pushed toward the most expensive option.
While the primary goal was organic discovery and buyer confidence, the structure and performance of the guides later made them strong candidates for paid acquisition testing as well.
Execution
I owned this initiative end-to-end. Over the course of roughly 4–6 months, I:
Over the course of roughly 4–6 months, I:
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- Conducted keyword research and mapped search intent for each equipment category
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- Gathered detailed product and technical input directly from engineers
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- Designed the structure and comparison framework for each guide
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- Wrote, edited, and optimized all content for SEO and readability
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- Selected and cropped imagery
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- Implemented tracking links to attribute downstream sales
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- Published and managed the guides in WordPress
Results
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- 192+ equipment units sold from users who engaged with the buyer guides $400K+ in attributed equipment revenue
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- The treadmill buying guide contributed the largest share of revenue due to category demand
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- Guides supported both organic discovery and paid acquisition efforts as part of the broader purchase journey
My Role
End-to-end ownership, including strategy, SEO research, content structure, writing, cross-functional collaboration, and performance tracking.
Why This Matters
This project demonstrates how well-structured educational content can meaningfully support revenue without relying on aggressive sales messaging. By meeting users where they were in their research process and providing clear, unbiased guidance, the guides helped reduce friction in high-consideration purchases and created a scalable content model that supported both organic and paid channels.