Qi35 & Qi4D Family Page Redesign

Redesigned a product family landing page experience to drive deeper engagement and measurable conversion growth across two product launch cycles.

Overview

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.

The Problem

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.

Goals

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.

Phase 1 · Qi35

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

+36%

Avg. time on page (33s → 45s), even as launch traffic more than doubled (71K → 185K)

14.54%

Comparison chart interaction, the page's top feature

10.81%

"Shop Drivers" CTR

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

Phase 2 · Qi4D

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

Results · Qi4D

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

3.08%

Family-page add-to-cart rate, matched the projected 3% target (settled to ~2.2% over the full launch window)

~9,900

Direct add-to-carts from the family page via the new inline shopping module, first 30 days, a path that didn't exist on Qi35

+24%

Total add-to-carts vs. Qi35 (23.5K → 29.1K)

2.0% → 3.0%

Purchase conversion for high-intent sessions, engaged the family page, then bought on the page or via a PDP

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.

Future Opportunities

What I'd do next

Mobile 80% of traffic, yet it converts at 0.35% vs. 2.02% on desktop (~6× gap). A mobile-first optimization.
Scale the template extend the family-page system and its learnings to golf balls, wedges, irons, and putters.
Integrate AI fitting & chat integrate guided fitting so users configure a club faster, lifting add-to-cart and conversion.
A/B Test work with optimization to test known problem areas instead of shipping and checking.

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