Dialing in a D2C Optics Company

TRACT Optics was one of the first direct-to-consumer (D2C) optics companies providing high quality glass without the retail markup.
1 %
Total traffic attributed to organic in 2022
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Revenue attributed to organic traffic in 2022
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Blog pageviews in 2022


TRACT Optics came to market in 2015* as one of the first direct to consumer (D2C) optics brands. We have worked with them on and off since 2015 and consistently since 2020. 

Every big name optics brand on the planet exists because of retail sales. So, the obstacle TRACT faced then as they do now, is how to convince consumers to buy a product they can’t touch or feel. Much like trying on a pair of shoes before purchasing, most hunters and shooters want to hold a pair of binoculars or look through a rifle scope before making a decision.

TRACT’s other obstacle was put in place by Google and Facebook. In 2015, you could run ads around firearm accessories. Today, that is not the case. The two biggest distributors of online ads virtually shut the door on TRACT’s advertising capabilities. 

*Our CEO Josh Wolfe worked with a digital marketing agency called Caddis (later acquired by Lewis Communications) that launched TRACT’s online presence in 2015. Caddis should and will always be credited for the bulk of TRACT’s online success. We’ve been able to take the momentum Caddis started and keep it going in the right direction.

TRACT Optics.

Our Approach

How can we provide value for hunters and shooters through the content we create? This has always been the question we’ve asked ourselves before putting pen to paper, so to speak. In today’s time, we are all inundated with ads across the digital landscape. With TRACT, we’ve taken a pure content marketing approach, where we create educational content that can help them in their outdoor pursuits, no matter the optics they use. 

Through keyword research, we’ve done this on the blog, where we answer questions hunters and shooters are already asking Google. We also create informational short-form videos, taking the same value approach.

Short video we produced. Using Binoculars With Glasses. TRACT Optics.

The Results

Over the past year, organic traffic has accounted for 66% of all site users and revenue associated with organic traffic has increased 148% year over year and is 64% of the total. The blog alone has had 373k pageviews thanks to quality keyword research and SEO best practices. 

For example, if you want to compare binocular sizes, and Google “8x vs 10x binoculars,” you’ll see that TRACT ranks number one. “Scope reticle” is another term that has massive search volume and TRACT fluctuates between the top five positions for the blog, “Understanding Rifle Scope Reticles.”

Want to know the difference between a .223 and a 5.56 caliber? TRACT is right there at the top to answer that question for you. 

TRACT has been able to turn the age-old optics retail business model on its head. As an organization, they provide the best customer service in the optics industry. And in our opinion, the best optics. We’re just trying to do our part to uphold that quality in the content we create.

The Life of a Hunting Guide. A short film we produced.

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