Performance Golf
CRO Testing Roadmap
Performance GolfAugust
2026
Order volume is rising while basket value falls, and the products carrying the business lack consistent proof, offer framing, and cross-sell support. This roadmap strengthens product value, trust, and message continuity across the highest-impact shopping moments.
Testing roadmap
Eight focused opportunities across product value, proof, offer clarity, and merchandising.
Elevate the Free PG1 Trial Bonus
Page: 357 Super 7-Wood product page
The 357 buy box places the free PG1 trial inside a longer benefits checklist, even though the trial appears in 49.9% of all orders. Its role as a hardware-attach hook is easy to miss before purchase. The variation turns the complete seven-day trial offer into a distinct bonus module beside the Add to Cart action.
* The complete PG1 trial benefit becomes a distinct bonus module near the purchase action. Concept illustration only. Final design will differ.
Bring Homepage Proof to the Hero
Page: Homepage
The homepage holds its strongest proof, 4.8 average rating, 1M+ subscribers, and 800K clubs sold, until the third fold. Shoppers meet the RS1 promise before they see evidence of the brand's scale. The variation places those same trust signals in a compact strip directly beneath the hero action.
* Existing proof moves from the third fold to a compact strip directly beneath the hero action. Concept illustration only. Final design will differ.
Cart Drawer Cross-Sell
Page: Cart drawer, site-wide
The cart drawer shows “YOU MAY ALSO LIKE” with no products beneath it, while only 6.0% of club orders contain more than one club. Multi-club orders average $556.69 compared with $346.03 for single-club orders. The variation turns the empty area into a compact complementary-club recommendation without changing the existing cart.
* The empty recommendation area becomes a compact complementary-club offer. Concept illustration only. Final design will differ.
357 Landing Page Message Match
Page: 357 Fairway and Hybrid Landing Page
Offer-focused traffic arrives with the promise that this club is built for golfers over 55, but the first three landing-page folds lead only with Tri-Fusion technology. The age-specific reason to believe disappears at the handoff. The variation restores “Built for Golfers Over 55” beside the existing technology headline and video.
* The hero keeps its Tri-Fusion story and restores the “Golfers Over 55” promise above the fold. Concept illustration only. Final design will differ.
RS1 and SF2 Review Proof
Page: RS1 Putter and SF2 Driver product detail pages
RS1 and SF2 produce 70.0% of gross revenue, yet neither captured page shows an on-site review widget. The lower-revenue 357 page already places a 4.8 rating and review count inside its buy box. The variation brings the same proof pattern below each flagship title once verified on-site ratings and counts are available.
* Both flagship buy boxes gain a visible rating row beside the purchase decision. Concept illustration only. Final design will differ.
SF2 $100 Off Message Match
Page: SF2 Driver Landing Page
Offer-focused paid traffic promises $100 off, while the captured landing-page folds show $299 reduced from $399 without stating the discount amount. The math is present, but the promise is not repeated. The variation places a clear “$100 OFF” callout beside the existing price without changing the offer.
* The existing $299 and $399 price treatment gains the exact “$100 OFF” promise. Concept illustration only. Final design will differ.
RS1 Collection Discount Badge
Page: Golf Clubs Collection
The 357 and SF2 collection cards carry savings badges, while the RS1 card shows only “From $399.00.” That leaves the highest-revenue product as the visual exception in the same grid. The variation gives RS1 the same top-left savings treatment already used by neighboring clubs, based on the live discount applied at checkout.
* RS1 gains the same top-left savings treatment already used by adjacent club cards. Concept illustration only. Final design will differ.
Homepage Hero Offer Framing
Page: Homepage
The homepage hero leads with the RS1 technology story but shows no price, discount, or urgency, while every captured offer-focused landing page leads with those signals. Returning visitors can move from a direct-response offer to a colder homepage experience. The variation adds a concise sale line beneath the existing headline while preserving the putter image and “SEE HOW IT WORKS” action.
* The existing RS1 hero gains a concise price and urgency line between the headline and CTA. Concept illustration only. Final design will differ.
Cross-source view
Biggest killers of conversion rate
- 01. High-ticket hesitationCheckouts from $300 to $500 make up 46.9% of abandonments but 28.2% of completed orders, while RS1 and SF2 lack visible on-site review proof.
- 02. Missing cross-sellOnly 6.0% of club orders contain more than one club, even though multi-club orders average $210.66 more and the cart recommendation area is empty.
- 03. Broken continuityPaid promises disappear at key landing-page handoffs, while RS1 and SF2 lack the visible review proof shown on the 357 page.
Data sources used
What the data says
Meta Ads and Landing Pages
- Senior-focused creative promises a club for golfers over 55, but the captured 357 landing-page folds replace that framing with Tri-Fusion technology.
- Offer-focused creative promises $100 off the SF2. The shared landing page shows $299 reduced from $399 but no explicit “$100 OFF” callout in the captured folds.
- Paid landing pages use direct-response structures, bonus stacks, and guarantees that differ sharply from the organic homepage experience.
Google Ads
- Search creative repeats senior distance, slice-fix, and no-swing-change angles across the club range.
- Google also introduces putter and instructional angles that were not present in the paid-social sample.
- One display treatment positions the fairway hybrid as replacing a 3, 5, and 7 wood.
Reviews and UGC
- 357 reviewers repeatedly praise bag simplification, easier contact, and forgiveness for seniors and higher handicappers.
- Distance underperformance against the advertising promise is the most repeated complaint theme.
- Shaft durability and shipping damage appear unprompted in the review sample.
- No review data was collected for RS1 or SF2, despite the two products producing 70.0% of gross revenue.
Site Screenshots
- The homepage delays its 4.8 rating, 1M+ subscribers, and 800K clubs sold proof until the third fold.
- The cart drawer renders the “YOU MAY ALSO LIKE” heading with no products beneath it.
- The RS1 collection card lacks the savings badge shown on the 357, SF2, and ONE.1 cards.
- The 357 buy box includes visible rating proof, selectors, a full-width Add to Cart action, and a sticky purchase bar deeper on the page.
Shopify Business Summary
- Orders rose 30% week over week while AOV fell from $282.09 to $196.60 and weekly revenue stayed between $555K and $637K.
- RS1 produces 49.4% of gross revenue. RS1 and SF2 together produce 70.0%.
- Only 6.0% of club orders contain more than one club. Those orders average $556.69 compared with $346.03 for single-club orders.
- Checkouts from $300 to $500 represent 46.9% of abandonments but 28.2% of completed orders.
