Retailers shift their ad spending from TV, radio and print ads to digital ads.
With help from web analytics and Google checkout, Golfballs.com is building on demand for personalized products as it drives up sales more than 30% and triples conversion rates so far this holiday season, director of e-commerce Brandon Hartness says.
With help from web analytics and Google checkout, Golfballs.com is building on demand for personalized products as it drives up sales more than 30% and triples conversion rates so far this holiday season, director of e-commerce Brandon Hartness tells InternetRetailer.com.
“Sales are up 30% year-to-date over last year, but holiday sales are up even higher,” Hartness says. Conversion rates are also up about 30% year-over-year, but during the holiday shopping season have tripled from a year ago, he adds. Golfballs.com is No. 459 in the Internet Retailer Top 500 Guide.
Golfballs.com sells a full range of golfing equipment, but eight out of 10 orders have included personalized golf balls or other personalized items this year, Hartness says.
While demand for personalized products is strong, the retailer has also taken several steps to make it easier for shoppers to find personalized products on its site and process orders. Using web analytics from Omniture Inc., for instance, it has identified areas where it can simplify the search and navigation for personalization options, which include imprinting golf balls with personal photos or funny messages like, “Hey Will, Hit the ball, not the grass!”
“We’re making it easier to find personalized products and use our personalization software,” Hartness says. “Sometimes it’s just making a button stand out. We enjoy constantly testing and changing things.”
Also helping to drive sales is Google Checkout, which Golfballs.com offers as an option along with its own checkout page and a checkout service from eBay Inc.’s PayPal. Consumers have responded particularly well to the $10 discount offered through Google Checkout for orders of $30 or more-just the right amount to buy a dozen personalized golf balls, Hartness says.