First of all, enhancements to the Golfsmith home page stemmed from several weeks of research I performed on the home page content strategy of multiple top retailers. From there, I highlighted common info sections between these home pages to concept the wireframe. I wanted to move towards the category- and content-based home pages trending in retail, so I removed several offer sections and introduced a couple of content features.
Golfsmith Home Page Progression
Since the start of my employment with Golfsmith, the homepage has changed drastically. Consequently, I assisted in the CSS development for updates made in late 2015 and led the redesign in 2016.
NOTE ON LIVE EXAMPLES: As of Friday, 11/4/2016, the Golfsmith website has been taken down. I am currently working on a partial migration on my own server. Currently, live examples are not available.
As a result of A/B testing, the newest version of the homepage produces significantly higher customer engagement and increased revenue. In conclusion, overall revenue has seen a steady increase since launch.