GolfNow improves mobile experience with Voice of the Customer data

golfnow golf courses

The Challenge

Growing mobile traffic

GolfNow lets more than 3.5 million golfers book tee times online and via mobile devices, and stay connected to their favorite courses. With the growing number of customers accessing the GolfNow site on mobile, GolfNow recognized that it was necessary to better understand their visitors across more digital touchpoints.

The Solution

Understanding UX roadblocks

GolfNow turned to Astute (formerly iperceptions) to better understand the customer experience on their digital properties. GolfNow put in place a project to collect a representative sample of their visitors’ intentions, needs, and experiences. Voice of the Customer technology was used to ask GolfNow website visitors to answer a short survey at the end of their visit.

Then, with an in-depth analysis of the results by our insight experts, GolfNow has been able to evaluate purchase drivers, diagnose bottlenecks, and better understand visitors’ expectations and experiences on desktop and mobile.

Some of the key recommendations that were provided included:

  • Improve the mobile search functionality and advanced filter options to make it easier to find tee times
  • Streamline the login and booking process
  • Provide rewards options that are available across mobile, tablet and desktop

“Astute’s Issue-Based Analysis provides detailed information about our user’s experiences which is shared across the organization and influences our product roadmap.”
– Rebecca Marquardt, Sr. Director, Product Development & User Experience, GolfNow

The Results

A clear path forward

With the help of Astute, GolfNow was able to develop a clear plan of action to improve the mobile customer experience. The result was a complete overhaul of their mobile website that focused on improved overall functionality, enhanced search features and advanced filtering options.

“Customer loyalty and retention is highly dependent on the visitor experience. […] Our partnership with Astute has allowed us to measure and better understand what motivating factors are involved with booking a tee time by type of device. The insights helped us enhance our mobile experience to increase conversion and visitor retention.”
– Rebecca Marquardt, Sr. Director, Product Development & User Experience, GolfNow

About GolfNow

GolfNow is a technology company, managed by Golf Channel, which specializes in golf-related products and services. GolfNow has the most powerful distribution marketplace in golf and offers more than 3.5 million registered golfers the ability to stay connected to their favorite courses and easily book tee times online and via mobile devices.