I was tasked to design and develop a custom Driver Selector Web App for Aether Golf that simplifies the club selection process for prospective buyers. The project tackled the challenge of converting hesitant site visitors into confident customers by creating a step-by-step quiz that gathers key data such as height, age, swing speed, handicap, and drive accuracy.
I designed and implemented a clean, guided experience that is a mobile-friendly, visually intuitive tool with built-in fitting logic that recommends the ideal product for each user.
Partnering with Webjutsu was one of the best strategic decisions we’ve made. Steve personally took charge of the project and he took the time to understand our brand, our customers, and the nuances of golf club fitting and then transformed that insight into an exceptional digital tool. The Driver Selector Tool is elegant, intuitive, and genuinely helpful for our customers. Since launching the tool, we’ve seen a dramatic increase in user engagement and a huge boost in sales. Steve was so professional and was so involved and proactive in every step of the process that he felt like he was part of our team and the Aether family. He didn’t just deliver a product, he engineered a solution that elevated the Aether experience. I couldn’t be more impressed with his work and dedication to his craft.
Aether Golf, a high-end golf club manufacturer, had the unique challenge of simplifying the highly personal and often overwhelming process of choosing the right golf driver for its users. Aether Golf was looking for innovative endeavors to convert web traffic into actual sales. Analytics suggested users were unsure which driver matched their needs and often left the site without purchasing.
Aether Golf needed a dynamic, data-driven solution that guided users through a personalized selection process, collected performance-specific data in a user-friendly way, delivered targeted product recommendations based on user input, and increased customer confidence, engagement, and ultimately conversions ending in sales.
My discovery phase for Aether Golf involved a thorough analysis of their brand, customers, and products, including stakeholder interviews and competitor analysis. I found that golfers are often overwhelmed by technical specifications and existing selector tools are clunky or oversimplified, leading to low engagement. Aether’s diverse customer base also has varied skill levels and performance goals. Through informal interviews with golfers, I identified a need for an intuitive, step-by-step process with clear visual and verbal cues, culminating in a tailored, expert-approved, and shoppable recommendation.
During Discovery, I found that a massive number of site visitors left after landing on a product page without further engagement – indicating confusion or lack of confidence in selecting the right driver
Data showed a high frequency of users who added a driver to their cart never completed checkout, suggesting possible uncertainty or lack of confidence in their product selection
I designed a clean, modern interface aligning with Aether Golf’s luxury brand, featuring a step-form quiz that gathers essential golfer data like handicap, swing speed, and trajectory. Each step incorporates micro animations and tooltips for a user-friendly, mobile-first experience. A sophisticated recommendation engine then uses this data and predefined fitting logic to suggest a primary driver (with 1-2 alternatives) tailored to the golfer’s specific needs, such as recommending a lightweight, high-launch driver for slower swing speeds or a low-spin club for fast-swinging, low-handicap players. Finally, results pages seamlessly integrate with the e-commerce site, offering direct links to product pages with pre-filled specs, “Buy Now” or “Schedule a Fitting” CTAs, and options to email or share recommendations.
Following its launch, Aether Golf’s Driver Selector Tool quickly became a cornerstone of their digital strategy, driving significant results within just three months. The web app led to a 42% increase in site-wide conversions, a 61% rise in average time-on-site, and 3.2x higher engagement from users who interacted with the tool. Customer support queries regarding product selection also saw a notable decrease. User feedback consistently praised the tool’s ease of use and perceived expertise, contributing to an increase in repeat customers. Ultimately, this personalized buying journey transformed uncertain browsers into confident buyers, significantly boosting Aether Golf’s brand and sales.
Increase in the number of site-wide conversions
The new tool significantly increased average user time on site
There was a higher engagement rate for visitors who used the tool versus those who didn’t
Data obtained from Google Analytics showed a reduction in bounce rate after launch of the Driver Selector Tool
