CASE STUDY: PGA TOUR SUPER STORE
“Mobile1st transformed our online revenue with their innovative approach and data-driven strategies.”
— Ben Leslie, Senior Ecommerce Manager
OVERVIEW
ABOUT THE CLIENT
PGA Tour Superstore is one of the largest Golf Retailers in the US for every level golfer. Owned primarily by Arthur Blank (Co-Founder of Home Depot and owner of the Atlanta Falcons). This brand is the leader in big box, big experience and big value to golfers across the country.
CLIENT PROBLEM
In 2018, Mobile1st was brought on to audit (UX and Analytics) page designs and UX during a site rebrand and technology transition to SalesForce Commerce Cloud. Mobile1st was engaged to lead data-driven experimentation and data analytics to ensure the new site design would boost online metrics day 1.
MOBILE1ST STRATEGY
Since 2019, there is no page on their site that we’ve not optimized. Mobile1st has focused most on Value Prop placement, Browsing & Search, Landing Pages Optimization, TrueFit Awareness/Use, and Cart & Checkout. In addition, we’ve onboarded/supported Full Story, Curbside Caddy vs. In-Store Pickup vs. Delivery options, Site Personalization and increased awareness & sign up for their
OUTCOMES AFTER 4.5 YEARS
PGA Tour Superstore relies 100% on Mobile1st for all aspects of experimentation, band ut also we’ve led their analytics, and consult on their stack related applications. Together, we’ve uncovered ways to better communicate value propositions, guide visitors with clear CTAs, educate new customers about the product offering, improve the upsell experience and provide better navigation. We average ~17 tests per year at cumulatively have achieved a +71% win rate.
FEATURED EXPERIMENTION
Investigation
Just before the ‘23 season we leaned into a new theme by asking the question why do customers choose to buy clubs from PGA Tour Superstore as opposed to any of their competitors?
From product and brand customer reviews we saw a plurality of “easy returns” mentions. After investigating GA user data we concluded the Returns Page increased the likelihood that a user would buy
Experiments
Based on our User Research we developed a hypothesis that adding a 90-Day Guarantee to key points in the funnel would increase orders. We ran serialized tests on the product page, cart and then checkout pages.