Hard-hitting drivers for success
When we first met Golf Poser, their existing website was already enjoying high levels of traffic as a result of relatively good positioning in Google’s organic search results as well as an aggressive paid media strategy. They were also picking up a lot of new customers through ancillary sales platforms such as Amazon. It was therefore a crucial point in the development of the brand, where lasting impressions were being formed by the close-knit golfing community as awareness of the brand was on the rise.
Unfortunately, the design of the site was beginning to look tired and it lacked the cutting-edge user experience and functionality that modern consumers expect from a leading brand. The site as a whole was not driving conversions, up-sells, cross-sells or repeat business as well as it could and the brand was not striking the right chord with potential customers.
Of particular note was the fact that the site was not responsive and there was no optimised mobile experience. Visits from mobile devices had grown to represent a fifth of all traffic to the site but the lack of mobile-friendliness was starting to have a negative SEO impact as well as being an obstacle to conversion. And given the impending Google updates targeting mobile user experience, it was identified as the most pressing concern.
The main goals for the project were therefore:
- Protect SEO and grow where possible
- Create a tailored experience for mobile and tablet devices
- Build a community of customers for repeat business
- Improve order values through cross-sells and up-sells
- Facilitate international sales growth
- Simplify back-office and stock management
Golf Poser realised that to push on from where they were, they would need a new agency with new ideas and a fresh approach.
Through an in-depth wireframing process and careful UX design we created a responsive Magento eCommerce site tailored to suit the needs of all users across all devices. We built the site with multi-currency functionality to facilitate international sales. The site leaned heavily on the draw of the brands on offer to attract and convert brand-loyal golfing enthusiasts.
Golf Poser is one of the best sites I’ve seen that represents our brand.
European Marketing Director, Nike
We utilised extensions to integrate the site with Amazon and Google Shopping to centralise stock management and to simplify back-office admin. The site was produced with SEO in mind, to protect the existing traffic and to grow visibility where possible.
Aside from mobile-friendliness, contemporary coding standards and other best practices, we also put measures in place to maximise the SEO benefits from Golf Poser’s evolving content strategy. They were rapidly moving towards a “publisher brand” marketing model, releasing high-quality editorial content on a regular basis. To make this transition as smooth as possible we repositioned their blog as an online magazine, or ‘eMag’. The functionality for this was built on WordPress and integrated into the Magento platform.
To further increase engagement and to drive conversions, we included a feature-rich advanced site search, the ability to login via Facebook and a streamlined one page checkout process. It was also identified that the gifts market was important, so we added the ability to buy and use gift vouchers through the website.
To increase average order values we included automatic related products, a bespoke outfit builder tool and a “buy the look” feature allowing people to replicate the trends and fashions worn by professional golfers both on and off the course.
Given the nature of the market, it was also deemed important to include community-building features such as email newsletter signup forms and an integration with Feefo for collecting and displaying reviews. We have since added a discussion forum and a loyalty scheme as well.
Immediately following launch, overall traffic increased by 8%. Organic traffic increased by 13%. The site was very well received by customers as well as suppliers, including the European Marketing Director for Nike who said it was one of the best sites currently representing their brand.
A major focus of the project was the mobile user experience. This had a very positive impact on both SEO and sales for the site. Firstly, mobile traffic from organic search grew by 23%. Secondly, the conversion rate on mobile devices increased by 64%. Combined with an increase in average order value, this meant that mobile traffic generated 102% more revenue.
We continued to provide ongoing support and maintenance post-launch as well as consultancy and advice around SEO and PPC.