Designing the Checkout: How Babouche! Golf Turned Mobile Traffic into Revenue
Product quality has always come first, until Babouche! Golf realised their website checkout experience needed to catch up. Partnering with FERO, they found a simpler, faster flow that lifted conversions by 28% in two weeks.
“All we did was put it in and run it... Who wouldn’t want to work with a company that does the heavy lifting and gives you a 30 percent uplift in sales?”
Meet Babouche! Golf
Babouche! Golf is a British brand known for its colourful, hand-stitched golf headcovers. Founded by David Long, it celebrates craftsmanship and individuality with every piece made by hand in the UK.
The business had been growing steadily through word of mouth and organic search, but something wasn’t quite right. Despite healthy mobile traffic, almost every sale happened on desktop.
With his background in marketing consultancy, he knew where to look: the checkout experience. David wanted to make it simpler and smoother, especially for mobile shoppers. That’s when he came across FERO.
A Checkout that Makes Each Visit Count
Every Babouche! Golf product is handmade by a single craftswoman, Sheena, whose skill and precision have become part of the brand’s identity. Stock sells out regularly, so although David can’t always make more, he can make better use of the customers already coming to the site.
“If I had two Sheenas, I could double the business,” he said, “but before I do that, I need my website running as efficiently as possible.”
With the checkout now performing better, David can plan the next steps in a way that fits the pace and values of the business.
Finding the Right Checkout Partner
When David first spoke with FERO’s founder, Craig, he was open about where Babouche! Golf was in its journey: a small, independent brand with a hands-on founder. He wasn’t sure if FERO’s platform would be the right fit, but the two quickly realised they shared the same growth mindset.
That conversation set the tone for a straightforward collaboration: a two-week A/B test comparing FERO Smart Checkout - a single-page experience - with Babouche! Golf’s existing WooCommerce flow to see what difference a smoother experience could make.
An adaptive checkout engine that uses predictive AI to automatically adjust, showing the right design, layout, or payment option based on the shopper's behaviour. It integrates easily with ecommerce platforms and can be deployed in under 10 minutes.
Proof in the New Checkout
Within a fortnight, the data spoke for itself. FERO Smart Checkout produced a 27–28 percent uplift in conversion rate.
David was pleasantly surprised. “All we did was put it in and run it,” he said. “That alone, who wouldn’t want to work with a company that does the heavy lifting and gives you a 30 percent uplift in sales?”
For him, the result confirmed that real improvement often comes from tackling the simplest issue first. Fixing the checkout gave an immediate return and set the stage for broader optimisation later.
Continuing to Tinker and Test
The success of the first test has opened up new questions rather than closing them. David and the FERO team are now exploring how to encourage slightly larger orders and make the mobile experience even more fluid. They’re looking at experiments around basket value, shipping offers, and product pairings – those practical tweaks that can be tested and measured.
What started as a small checkout fix has become a way of thinking about continuous improvement. It’s less about chasing growth and more about refining what already works.
“We’re on the right path,” said David. “Long may that continue.”