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   This is the banner I made at the request of NordicTrack’s online marketing director. After the machine itself, the financing details were made most prominent in the design hierarchy, followed by the calorie burning story. Although zero interest is great, that’s not why people buy treadmills, so I talked the marketing director into implementing an A/B test. I had another idea I wanted to try.
   
  
 
  
    
  
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   With this banner, I wanted to take a design approach that emphasized the results that NordicTrack’s audience was looking for: weight loss.   I significantly decreased the financing details, made the calorie story huge, and removed unneeded details. This seemingly simple change made a big difference. Within two days of posting this banner on the homepage of Nordictrack.com, Incline Trainer X9i sales doubled.
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