Record Month For E-Commerce Sales On Reveals Online Purchase Habits Of Golfers

Golf Monthly design with golf equipment
(Image credit: Future)

Record online traffic and e-commerce transactions during the month of May saw deliver over $880,000 of direct sales to retail partners with data revealing a wealth of information around online research and purchase habits of golfers.

Golf Monthly’s Content Director, Mike Harris says, “We have seen a site-wide surge in traffic during May with visits to pages around Buying Advice and Review content increasing by 111% on the same period last year (source Google Analytics May 2022), helping fuel a huge growth in e-commerce revenues which are up 219% versus May 2021.”

“The wealth of user data we are amassing from Google Analytics and our proprietary e-commerce platform, ‘Hawk’ offers exceptional insight into the types of products golfers are not only researching, but also buying online,” adds Harris.

Content focused on product categories such as drivers, irons, footwear, and package sets saw very high levels of engagement (as measured by page views) with package sets, footwear, push carts, and distance measuring devices enjoying the highest rates of conversion to purchase (as measured by click through rates) and proving the key drivers for the increased year-on-year spend by US golfers.

Another noteworthy metric that underlines how engaged the golfers who visit the Buying Advice pages of are, is that they spent a combined total 1.56 million minutes (source May 2022) reading this content during the month of May.

“When Future Plc acquired Golf Monthly in May 2020, we set out a vision to become the global number one for golf buying advice and the latest figures show our progress towards that goal,” Harris adds.

A major strategic focus for Golf Monthly is to drive more qualified buyers to its site through a combination of high quality buying advice and SEO expertise. This approach has allowed to rank highly in search engines for the most popular golf-buying terms and use its proprietary e-commerce platform, ‘Hawk’, to drive direct sales to merchant sites. 

“This high-intent audience we generate around buying advice provides our commercial partners with a multitude of opportunities to engage with avid golfers who are actively looking to purchase new products as part of their desire to improve their game,” says Harris. 

Golf Monthly is targeting further US growth in 2022 and has ramped up its content creation output, hiring additional staff, including a US-based staff writer, and engaging more expert contributors with the focus on expanding Buying Advice and Reviews content to ensure the site continues to deliver the information golfers are searching for. 

Elliott Heath is our Senior Staff Writer and has been with Golf Monthly since early 2016. He graduated in Sports Journalism in 2016 and currently manages the Golf Monthly news, courses and travel sections as well as our large Facebook, Twitter and Instagram pages. Elliott has interviewed some huge names in the golf world including Sergio Garcia, Thomas Bjorn, Bernd Wiesberger and Scotty Cameron as well as a number of professionals on the DP World and PGA Tours. He has also covered the 2022 Masters from Augusta National as well as three Open Championships including at Carnoustie in 2018 when he was inside the ropes with Tiger Woods. He has played 31 of our Top 100 golf courses, with his favourites being both Sunningdales, Woodhall Spa, Old Head and Alwoodley. He currently plays at West Byfleet Golf Club in Surrey, where his handicap index floats anywhere between 4-6. His golfing highlight is making albatross on the 9th hole on the Hotchkin Course at Woodhall Spa, and he has made one hole-in-one.

Elliott is currently playing:

Driver: Honma TR20

3 wood: TaylorMade SIM2 Max

2 iron: Mizuno MP-18 MMC Fli-Hi

Irons: Mizuno MP5 4-PW

Wedges: Cleveland RTX ZipCore 50, 54, 58

Putter: Odyssey White Hot OG #5

Ball: Titleist Pro V1x