Focusing sights on conversion.
TRACT Optics
Situation
TRACT Optics designs and manufactures premium hunting binoculars and rifle scopes. As one of the first direct-to-consumer companies in the outdoor industry, TRACT needed help establishing themselves against better-known brands.
Approach
Hunting optics are all about precision. So we knew that every aspect of TRACT’s communications had to tell their story of craftsmanship. And in order to be on par with the in-real-life shopping experience that most hunters are accustomed to, we knew we had to figure out a way to anticipate questions and demonstrate performance.
Solution
First, we created identity and packaging that reflected TRACT’s expertise and attention to detail. Then, we launched a fully integrated digital campaign to educate and drive consumers to TRACT’s website where they could experience the product through 360° video and chats with customer service reps.
Result
Since its launch, 26% of web traffic comes directly from TRACT’s social media outlets while 48% of overall sales come from organic search, which means TRACT’s message is reaching the right people at the right time. As a result, TRACT has sold out of several products and have plans to expand their optics line to meet demand.
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