Out of the rough and onto the green: TaylorMade aces conversion optimization

By all accounts, TaylorMade is thriving.

It’s one of the world’s largest makers of premium-quality golf products and accessories and can be regularly seen on golf courses across the world, handled by Rory McIlroy and hobby golfers alike. Golf fanatics know and love TaylorMade and expect the company to continue to provide a superior-level of products.

Online, these fans expect no less of TaylorMade’s website, too.

Millions of customers and visitors flock to TaylorMade’s website and social media accounts to find the latest news, products, and deals the company has to offer. Though it strives to provide a quality user experience, the company’s technical team quickly realized that it was unable to be as reactive as they needed to be towards potential usability issues.

The solution proved to be Lucky Orange’s dynamic heatmaps, which opened a new world of insight for TaylorMade’s team of website designers. Unlike traditional heatmaps that were displayed as a single static image, dynamic heatmaps populate the data on an interactive overlay to allow a website owner or developer to navigate the website and see what webpage elements are being clicked (or not).

Example 1: The team used dynamic heatmaps to dive into the customer experience to identify road blocks and validate changes that were made. Using the dynamic heatmaps, the team was able to segment data down to obtain pixel-level information about specific user groups, such as browsers or geographic regions.

Because dynamic heatmaps are included as part of the Lucky Orange conversion optimization suite, it made it possible for the team to use the dynamic heatmaps to begin their analysis of a change only to then jump to a recording of what happened before, during, and after a click for an even closer look at the user experience.

Example 2: Dynamic heatmaps also gave the team a unique advantage to prioritize updates and changes to the site effectively. In other words, the team could identify bottlenecks that prevented the user from successfully navigating through the site. Instead of putting relatively minor changes to the forefront, the team could identify those bigger issues with the help of dynamic heatmaps.

Example 3: TaylorMade hires passionate, talented professionals, yet even these professionals carry with them a certain bias that can cloud his or her evaluation of a design update or change. Dynamic heatmaps gave the team the option to validate changes based on data, not internal opinions or creative design preferences. It let the customers truly “tell” the team what was working and what was not.

Click here to see how TaylorMade utilized Lucky Orange’s dynamic heatmaps and what that could mean for your business, team, website, and users.

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