SKYWALKER TRAMPOLINE CASE STUDY

SKYWALKER TRAMPOLINE’S STORY

Skywalker Trampolines began in 2004 with a belief that trampolines should be fun while keeping kids safe. Skywalker continually exceeds the ASTM safety standards for quality and safety in the outdoor game equipment space by using the latest technology.

Skywalker + Stryde

Skywalker established its success by partnering with big-box retailers such as Dick’s Sporting Goods, Toys R Us, Target, Walmart, Cabela’s and more. Through these partnerships, they were able to distribute their products in store and online. This initial strategy is what established the brand. Skywalker reached out to Stryde to help grow direct sales via their website through digital marketing.

We analyzed the online landscape to understand the competitive space we would be trying to compete in. Additionally, we looked at Google Analytics traffic trends, keyword usage and content on the site to understand the gaps Skywalker needed to fill in order to compete in the space. Then we analyzed the 15K+ monthly visits to the site, which channels were driving traffic and revenue for the 700+ monthly transactions. We found the following challenges and opportunities.

ORGANIC SEARCH AND CONTENT

CHALLENGES

Organic search traffic had the biggest potential for growing traffic and revenue. Majority, 95% approximately, of Skywalker’s keywords driving traffic to the site were branded search terms. Outside of that they had very little visibility for non-branded search terms ranking on the first two pages of Google. To improve organic search performance, Stryde implemented the following:

SOLUTIONS

  • Analyzed keyword trends and determined a keyword strategy that included numerous search terms with low competition
  • Cleaned up a number of technical site issues
  • Performed a content audit and found informational gaps with their content strategy
  • Brainstormed and created content in the form of blog posts, quizzes, infographics and website copy  to fill the content gaps
  • Optimized old blog posts to improve search visibility

PAID SOCIAL ADS

CHALLENGES

Skywalker’s Facebook Ads weren’t reaching the right audience so their traffic coming from social wasn’t driving much revenue. Additionally, they weren’t running the Facebook pixel to insights into who was visiting their site and what interested buyers when looking for a trampoline online. STRYDE implemented the following to drive more traffic to their Facebook page and increase revenue:

SOLUTIONS

  • Installed the Facebook pixel
  • Set up custom conversions to track individuals coming to the site versus those that bought to better target individuals
  • A/B and split tested targeted Facebook ads to grow revenue
  • Ran targeted ads for select content on Skywalker’s website
  • Built lookalike audiences and ran targeted ads to those individuals

SKYWALKER’S RESULTS

Total Traffic Growth

  • 29% YOY

Total Revenue Growth

  • 51% YOY

CASE STUDIES