Many of the products sold on Callaway Golf’s premier e-commerce site, http://shop.callawaygolf.com, are highly configurable. Some products have up to 5 configurable fields for users to select.The golf clubs sold on the site can also be customized to meet the needs of an individual golfer.This makes for a very challenging User Interface problem for the ecommerce site.If it takes too long to configure or customize a product the user may not add the item their cart. They may also stop shopping for other products on the site, decreasing the total order amount.
Next Level Technology implemented a new user experience for customizing products. The new user interface employed JavaScript AJAX technologies to make it easier to add products to their cart as well as continue shopping for additional products.
The existing process consisted of three pages the user had to navigate to in order to configure and customize a products.
This process required the user to load three complete pages and gave them several opportunities to abandon their shopping before adding the items to their cart.
The new approach uses advanced JavaScript and styling techniques to display the configuration and customization screen from the Product Description page. When the user clicks on the Build & Buy buttons, an opaque overlay and loads the configuration page as a dialog to the user.
To reduce costs and time-to-market, as much of the existing web pages were used. A stripped down version of the necessary pages was created .
If the user wants to Customize their product, Clicking on the Customize button will dynamically load the customize screen within the same dialog box, keeping continuity of the experience fluid.
The result is a much more enjoyable user experience that keeps the user engaged during the configuration process. This has resulted in a increase in the number of products that are added to the cart on the website, leading to higher purchase amounts and revenue for the Callaway Golf.