Golf BS

How to create growth through a forgotten metric most e-commerce dismiss. Discover how I increase repeated customers by 2045% by optimising that one metric

Customer Retention

My Role

UX Designer and Growth Strategist

Funnel Phase

Retention

Timeline

6 months

Tools Used

GA, Segment, Mailerlite

01 Project Overview

Golf BS, an innovative e-commerce platform, fils the gap in the market with second-hand clubs at accessible prices.

As their growth Partner, my responsibility was to find the key factor that was limiting their growth

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That way, we found the one metric that mattered and my focus to work:

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Increase the stickiness by improving the % of people that buy a second time within 90 days

02 Project Challenge

Our journey began with a stark realization:

Customer acquisition costs were eclipsing customer lifetime value.

Delving deeper, we discovered a neglected metric – the rate of second-time purchases within a set timeframe (90 or a year), which was alarmingly low for us over a year.

This was similar for competitors, as people didn’t change their golf clubs after 5 years of use (or so we thought before talking with customers)

‍The challenge was to find a way to increase retention and reduce the customer purchase cycle, in order to:

Elevating Customer Lifetime Value (CLV)
Minimizing Customer Acquisition Costs (CAC)
Reducing churn rates
Boosting repeat customer numbers, fueling viral growth

Addressing this metric promised a domino effect, improving several key performance indicators.

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03 Project Process

Our strategy involved direct conversations with our customers, leading to two pivotal insights:

Frequent Purchases: Contrary to our assumptions, 55% of golfers purchased individual clubs multiple times a year.
The Need for Experience: A staggering 80% preferred to 'try before they buy.'

This led to a new hypothesis:

By offering a hands-on experience to this new segment could potentially double conversion rates.

We embarked on validating this through a Concierge MVP, prioritising speed validated learning over immediate full-scale implementation.

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04 Project Solution

We initiated a unique 'Demo Day' event, inviting a segment of our customers to experience the clubs firsthand, complemented by complimentary golf balls and a social gathering at the bar.

This not only improved overall conversions, but after analysing the results from the first tests, I found a key segment: ‍

Customers trying out more than five clubs were more 3x more likely to make a purchase.

This led to a refined strategy on the experiments, encouraging customers to explore a broader range of clubs, which significantly amplified our results.

05 Project Results

The initial Demo Days showed:

A 30% conversion rates, and with the refined MVP approach, these figures grew to 63%
Most impressively, the rate of customers returning within a 90 days surged from 2% to 43%, marking a staggering 2050% increase in stickiness.
This profound improvement in customer retention also ignited our viral growth engine, with the viral coefficient escalating from 0.05 to 0.4.

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06 Project Reflections

This journey with Golf BS underscored several key growth hacking principles:

Correlation with Growth: Identifying and optimizing a growth-correlated factor is essential. For us, it was the number of clubs customers tried before purchasing.
Value of Direct Engagement: While it may seem daunting, engaging directly with customers can unveil critical insights.
Scalability of Solutions: Post-experimentation, the challenge lies in scaling successful strategies across the customer base.
Pick the metric that will change your behaviour: measuring the % of people that bought from us within 90 days, change our product and target market we focused on

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This case study is just the beginning of Golf BS's growth narrative. For those intrigued by how we scaled our solution, I invite you to reach out for a deeper dive.

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Golf BS, an innovative e-commerce platform, fils the gap in the market with second-hand clubs at accessible prices.

As their growth Partner, my responsibility was to find the key factor that was limiting their growth

‍

That way, we found the one metric that mattered and my focus to work:

‍

Increase the stickiness by improving the % of people that buy a second time within 90 days

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Client testimonials

"Working with Pablo was a great decision for our Golf BS e-commerce. He improved our website, enhancing the user experience to be top-notch. In less than a month, we achieved over 1200 high quality leads thanks to him."

Jaime Garrido, founder of Golf BS

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