Coming off its best sales month in recent history, Ben Hogan Golf has upgraded its website in an effort to enhance the visitor experience.
The purchasing process for its range of premium forged golf clubs through www.benhogangolf.com has been improved through a number of new features, including a new HoganFIT club recommendation tool, and the addition of 3-D golf club imaging technology.
“Our new PTx PRO irons, GS53 driver and fairway woods and Ben Hogan Precision Milled Forged Putters have been exceptionally well received by serious golfers around the globe,” said Scott White, CEO of Ben Hogan. “Our web traffic is greater than ever and demand for some of our products outpaces supply. Our website is our lifeblood, and it is critical for us to provide a first-class online shopping experience.
“While we continually update and improve our site, there is no better time to unveil our new-look and introduce the HoganFIT club recommendation tool and 3-D imaging technology. These new features will allow golfers to get up close with our entire product line and better determine which products will work best for them.”
HoganFIT is a three-step club recommendation tool that allows golfers to create a player profile, provide basic information about their current swing and playing tendencies, and then receive a recommendation on the Ben Hogan golf equipment that will best suit their game. HoganFIT utilises proprietary algorithms and logic technology to provide recommendations on the various iron models, long-iron replacement options (e.g. hybrids and/or utility irons), and wedges. A separate recommendation module for drivers and fairways will be added soon.
Additionally, the company has added 3-D imaging technology for all products. This new feature allows golfers to view all products much more comprehensively online. Visitors will be able to view golf club heads as they rotate to better visualise the nuances in head designs, including blade length, top line thickness, offset, and graphics.
White added: “Selling directly to golfers at BenHoganGolf.com has proven to be a highly successful business strategy for the company, but it’s also convenient, efficient and cost-effective way for golfers to purchase golf equipment. Since golfers can’t experience our products through traditional retailers, it’s important that we provide them with other options to do so. The HoganFIT System is meant to be another tool to help golfers better understand our product line and find the products that will help them play their best golf. And, now that we’ve added three-dimensional images of our products to the website, consumers will be able to experience our products in almost the same way as if they were holding them.”
Complementing the new HoganFIT club recommendation tool and no-charge customisation on all club orders, Ben Hogan Golf offers a number of consumer benefits, including free domestic shipping on orders over $250, flat-rate international shipping and a low or no-cost financing.
The company also offers risk-free demo programme, as well as a trade-up offer where golfers can offset the cost of their purchase by selling used equipment back to Ben Hogan. The company reports that over 70% of people who try Ben Hogan equipment via the demo programme end up making a purchase.