IE | Drummond Golf - e-commerce Review - IE
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Drummond Golf – E-Commerce Review

Drummond Golf is Australia’s Biggest Golf Retailer. For over 38 years Drummond Golf has been providing the world’s leading golf brands, at competitive prices, to golfers of all levels and ages.

IE has been Drummond Golf’s strategic digital partner for the past year. By further optimising their existing Magento platform, the IE team have been able to deliver results that include an increase in in-store traffic and online revenue for Drummond Golf.

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The Review

IE’s experience design (UX) and development teams undertook a comprehensive review and code audit for Drummond Golf to highlight growth opportunities for their e-commerce store. Of particular note, based on the findings, was the opportunity to increase conversions and revenue on mobile.

Many of the products Drummond Golf sell, like clubs, have longer product life cycles and as such are more likely to be researched before purchase. However, after seeing monthly growth in traffic specifically for mobile, it can easily be projected that this trend will continue, along with the need for Drummond Golf to provide information for customers ‘on-the-go’ around products before they head into store.

With this in mind, the team suggested the following UX and development improvements be made to the site:

    • Improve checkout by simplifying UI and removing unnecessary fields, thus removing barriers to purchase for customers.
    • Create a touch optimised product description page by introducing a mobile first UI layout and a user-first experience.
    • De-cluttering the shopping cart page by removing unnecessary content and fields.
    • Refactoring of the current code base to improve load times.

By doing all these things, Drummond Golf should expect not only an increase in conversion & revenue, but also an improved user experience on both desktop & mobile.

It is important for brands to undergo regular e-commerce reviews to ensure that they not only continue to satisfy customer’s needs and wants, but delight them as well with their online experience. IE and Drummond Golf are working together to put these recommendations into practice and to provide their customers with the best e-commerce experience possible as Australia’s Biggest Golf Retailer.