Qi35 & Qi4D Family Page Redesign

Storytelling & driving conversion

TaylorMade's product family pages are the brand and discovery hub for every new club launch.

For the Qi35 & Qi4D family pages, the goal was a premium page that matched the product — telling the story behind it and showcasing the new technology, while guiding golfers toward purchase.

Editorial-heavy, no clear path to cart

The Qi10 (older) family page drew high-intent golfers but was editorial-only — no structure, no club comparison or detail, no clear path to shop. It attracted buying intent but didn't convert well.

• Goal 1 — Deepen engagement with a storytelling-first family page.
• Goal 2 — Give high-intent visitors a way to buy directly on the page.
• Goal 3 — Validate the business case by hitting the projected 3% add-to-cart rate.

Qi35 Family Page

The Qi35 page was built around four core decisions:

• Sticky Navigation — A persistent nav bar kept key sections accessible at all times, reducing drop-off on a long-scroll page.
• Comparison Chart — A structured side-by-side model comparison that kept users on-page instead of navigating away to research differences.
• "At a Glance" Slider — A compact, swipeable feature module that balanced brand storytelling without getting lengthy.
• Intentional CTAs — "Explore Qi35," "Shop Drivers," and "Explore Custom Fitting" placed at key scroll points to capture users at different stages of intent in the user journey.

— Prototype

Results — Qi35 · first 30 days

Users showed real buying intent — but the page lacked a direct way to purchase; users were sent to a PDP before they could buy.

So the optimization team and I built a business case: lifting family-page add-to-cart from ~2% to 3% projected ~$100K in incremental revenue over the first 3 months — the argument for building an inline shopping module into the Qi4D launch.

Qi4D Family Page

Qi4D introduced a shoppable PDP module embedded directly on the family page — reducing friction between discovery and purchase.

• Inline shopping module — Users can configure their club by shaft, flex, hand, and loft, and add to cart directly from the family page.
• Elevated the proven CTA — "Shop Drivers" earned a 10.81% CTR on Qi35, so it moved up the hierarchy.
• Killed the sticky nav — at just 3.43% interaction it was friction, not help; removing a feature I'd shipped was the right call once the data was in.
• Mobile refinements — tightened the layout to continue closing the mobile conversion gap.

— Prototype

A new path to cart — first 30 days post-launch

The inline shopping module opened a new on-page path to purchase, lifting add-to-carts year over year and driving the site's strongest-converting segment.

What I'd do next

The design works for the audience it reaches — desktop converts at 2.02% ($631 AOV). But the full launch window surfaced two problems bigger than the page, and naming them was the most valuable outcome of this work:

• Mobile — 80% of traffic, yet it converts at 0.35% vs. 2.02% on desktop (~6× gap). A mobile-first rebuild plus a page-speed pass (~5.9s vs. ~3.4s sitewide) is the highest-impact next step.
• Scale the template — extend the family-page system and its learnings to balls, wedges, irons, and putters.
• Integrate AI fitting & chat — integrate guided fitting so users configure a club faster, lifting add-to-cart and conversion.
• Formal A/B program — work with optimization to test known problem areas instead of shipping and checking.