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Client Story

How golfbays added $131k+ in 20 days with a self-serve conversion quiz (one that mimicked their best sales demo)

Discover this case study

What is Golfbays?

Meet the brand

The Challenge

The problem to solve

The Collaboration

Our strategic approach

The Result

The outcome achieved

Victor Serban

CMO @Golfbays

“I think quizzes are underutilised today and thought if we do it first we'd get ahead of everyone else.”

Client Story

How golfbays added $131k+ in 20 days with a self-serve conversion quiz (one that mimicked their best sales demo)

Discover this case study

What is Golfbays?

Meet the brand

The Challenge

The problem to solve

The Collaboration

Our strategic approach

The Result

The outcome achieved

Victor Serban

CMO @Golfbays

“I think quizzes are underutilised today and thought if we do it first we'd get ahead of everyone else.”

($131k usd) Within 20 days of launching the Conversion Quiz Ecosystem

Conversion rate

Email open rates

Revenue per subscriber

Before

440,000 sessions

with a 0.04% demo conversion rate.

After

570 additional demos

(15.5X increase in conversions) from the same traffic and ad spend.

After

570 additional demos

(15.5X increase in conversions) from the same traffic and ad spend.

The Client

GolfBays sells premium golf simulators in the UK full home setups for

Serious golfers

Coaches

And commercial facilities.

A typical purchase runs several thousand pounds and includes a launch monitor, mat, screen, projector, and accessories.

They were already clocking 440,000 sessions in 90 days.

Buyers were showing up motivated and ready to spend, but with 400+ products across multiple price tiers, they got overwhelmed and exited the site.

The Client

GolfBays sells premium golf simulators in the UK full home setups for

Serious golfers

Coaches

And commercial facilities.

A typical purchase runs several thousand pounds and includes a launch monitor, mat, screen, projector, and accessories.

They were already clocking 440,000 sessions in 90 days.

Buyers were showing up motivated and ready to spend, but with 400+ products across multiple price tiers, they got overwhelmed and exited the site.

The Client

GolfBays sells premium golf simulators in the UK full home setups for

Serious golfers

Coaches

And commercial facilities.

A typical purchase runs several thousand pounds and includes a launch monitor, mat, screen, projector, and accessories.

They were already clocking 440,000 sessions in 90 days.

Buyers were showing up motivated and ready to spend, but with 400+ products across multiple price tiers, they got overwhelmed and exited the site.

The Goal

Turn their best demo conversations into a self-serve online experience that helps buyers choose faster and purchase directly, without increasing ad spend.

The Goal

Turn their best demo conversations into a self-serve online experience that helps buyers choose faster and purchase directly, without increasing ad spend.

GolfBays buyers don't arrive to browse. They already know they want a simulator. They just can't figure out which one is right for them.

Victor Serban

CMO Golfbays

As Victor put it

"People knew they wanted to buy, but there was too much to choose from."

GolfBays buyers don't arrive to browse. They already know they want a simulator. They just can't figure out which one is right for them.

Victor Serban

CMO Golfbays

As Victor put it

"People knew they wanted to buy, but there was too much to choose from."

GolfBays buyers don't arrive to browse. They already know they want a simulator. They just can't figure out which one is right for them.

Victor Serban

CMO Golfbays

As Victor put it

"People knew they wanted to buy, but there was too much to choose from."

The catalog is genuinely complex:

400+ products

400+ products across monitors, mats, screens, projectors, and accessories; each setup requires multiple interdependent components, and every category contains several variations with different specs, brands, and compatibility requirements.

Space Constraints

Ceiling height directly influences which launch monitors and setups are physically viable, so a buyer with 2.6m clearance needs a completely different build from someone with 3m+.

Bundles vs Components

Bundles vs individual components:

While products can be purchased individually, most customers are effectively buying a “Golf simulation system”.

Performance Tiers

Launch monitors alone span from £300 entry-level home models to £10,000+ with price jumps tied to accuracy, tracking technology, and environmental constraints.

Temporary vs Permanent

Temporary vs permanent installations:

Some buyers want a movable SIM box setup for a garage or a flexible room. Others are building a permanent indoor studio with flooring, tiles, and fixed screens.

The catalog is genuinely complex:

400+ products

Space Constraints

Ceiling height directly influences which launch monitors and setups are physically viable, so a buyer with 2.6m clearance needs a completely different build from someone with 3m+.

Bundles vs Components

Bundles vs individual components:

While products can be purchased individually, most customers are effectively buying a “Golf simulation system”.

Performance Tiers

Launch monitors alone span from £300 entry-level home models to £10,000+ with price jumps tied to accuracy, tracking technology, and environmental constraints.

Temporary vs Permanent

Temporary vs permanent installations:

Some buyers want a movable SIM box setup for a garage or a flexible room. Others are building a permanent indoor studio with flooring, tiles, and fixed screens.

The existing flow required buyers to scan a dense catalog, self‑educate on technical differences, and decide whether to book a consultation.

This created decision fatigue even among the most motivated buyers.

Buyers were hesitating before checkout, and sales calls were being spent on basic orientation instead of closing.

The Challenge:

How do you build a product recommendation system for 400+ interdependent products while increasing the Average Order Value?

The real challenge was to create a complete, usable bundle that works technically and financially for each buyer, which also increases the average order value (AOV) for the business.

The existing flow required buyers to scan a dense catalog, self‑educate on technical differences, and decide whether to book a consultation.

This created decision fatigue even among the most motivated buyers.

Buyers were hesitating before checkout, and sales calls were being spent on basic orientation instead of closing.

The Challenge:

How do you build a product recommendation system for 400+ interdependent products while increasing the Average Order Value?

The real challenge was to create a complete, usable bundle that works technically and financially for each buyer, which also increases the average order value (AOV) for the business.

The goal was to build a guided buying system that:

Shortens the sales cycle by replacing back-and-forth calls where the buyer stops second-guessing what to choose and already starts imagining the late-night game with mates.

Shortens the sales cycle by replacing back-and-forth calls where the buyer stops second-guessing what to choose and already starts imagining the late-night game with mates.

Helps customers reach the right bundle faster. Instead of forcing buyers to compare between 400+ products, we narrowed down to a single, complete, technically sound setup within minutes.

Helps customers reach the right bundle faster. Instead of forcing buyers to compare between 400+ products, we narrowed down to a single, complete, technically sound setup within minutes.

This exit-intent pop-up is triggered when a user is about to leave the page, re-engaging them with a faster, lower-effort way to find the right setup.

This exit-intent pop-up is triggered when a user is about to leave the page, re-engaging them with a faster, lower-effort way to find the right setup.

While every competitor was selling through features and specs, we went deeper into demo calls, Trustpilot reviews, and buyer interviews to find what actually sealed the purchase.

We mapped the real motivations driving purchases: not just weather frustration or range costs, but the pride of ownership, the late nights with friends, the feeling of playing Pebble Beach from a garage in England.

That became the emotional foundation on which everything else was built. Because people buy on feeling and justify with logic. Not the other way around.

That became the emotional foundation on which everything else was built. Because people buy on feeling and justify with logic. Not the other way around.

Reserves demo calls for serious buyers who already understand their setup, instead of explaining basic differences between monitors, while confident buyers can purchase directly without a demo call.

Reserves demo calls for serious buyers who already understand their setup, instead of explaining basic differences between monitors, while confident buyers can purchase directly without a demo call.

The Constraint (and Key Insight)

Standard product recommendation quizzes work by matching buyers to the closest product. But a simulator isn't a single product. It's a full setup built from multiple parts that all need to work together.

Every recommendation had to return one complete, usable setup. We needed a middle path:

Not pre-made bundles:

They are simple to build, but ignore differences in budget, room height, and usage, so they fit the template but not the buyer

Not letting the system pick freely

from 400+ products:

Too many variables could result in inconsistent combinations, like recommending two launch monitors to the same buyer, which creates more confusion than it solves.

The Constraint (and Key Insight)

Every recommendation had to return one complete, usable setup. We needed a middle path:

Not pre-made bundles:

They are simple to build, but ignore differences in budget, room height, and usage, so they fit the template but not the buyer

Not letting the system pick freely

from 400+ products:

Too many variables could result in inconsistent combinations, like recommending two launch monitors to the same buyer, which creates more confusion than it solves.

The solution

A Product Recommendation System that helps Golfbays customers feel confident in what they should buy and why

A couple of competitors had dodgy Trustpilot reviews… another had a really complicated website, I just gave up.

Golfbay’s customer

Decision fatigue kills sales. We wanted an experience that makes it breezy to make a decision.

So we built a system inside Shopify that returned one complete, personalised setup replicating the exact qualification flow used by the sales team,

Including room size

Budget

Installation type

And usage

So the digital experience felt like a guided, customized product consultation rather than a generic recommendation.

A couple of competitors had dodgy Trustpilot reviews… another had a really complicated website, I just gave up.

Golfbay’s customer

Decision fatigue kills sales. We wanted an experience that makes it breezy to make a decision.

So we built a system inside Shopify that returned one complete, personalised setup replicating the exact qualification flow used by the sales team,

Including room size

Budget

Installation type

And usage

So the digital experience felt like a guided, customized product consultation rather than a generic recommendation.

The Quiz had 3 goals:

Goal

Questions that influence how accurately we can recommend products to them:

Like usage type (home practice, coaching, commercial):

A casual home golfer does not require the same level of precision or durability as a coach running lessons or a commercial facility serving multiple users.

Like usage type (home practice, coaching, commercial):

A casual home golfer does not require the same level of precision or durability as a coach running lessons or a commercial facility serving multiple users.

The Quiz had 3 goals:

Goal

Questions that influence how accurately we can recommend products to them:

Like usage type (home practice, coaching, commercial):

A casual home golfer does not require the same level of precision or durability as a coach running lessons or a commercial facility serving multiple users.

Room height band:

The more accurately we recommend products based on their awkward spaces, the more sales we make from the quiz.

We matched 15 launch monitors to specific combinations of room height, budget, usage type, and installation.

Where patterns overlapped, we picked the best-selling option so every quiz path returned one clear recommendation, not a confusing list.

Room height band:

The more accurately we recommend products based on their awkward spaces, the more sales we make from the quiz.

Goal

In-between slides that either handled objections or installed persuasive triggers mirroring how golfbays sales team sells on demos.

Goal

In-between slides that either handled objections or installed persuasive triggers mirroring how golfbays sales team sells on demos.

Objection Handling

Objections like “My room has an awkward size” were handled by showing reviews from buyers like them.

These are strategically mapped out after analysing hundreds of demos that reveal customer buying triggers and objections.

Similarly, after the budget question, they see another slide:

Structured Trust

So instead of reading scattered reviews on Trustpilot, they see each review as a part of a natural conversation that inches them closer to making a purchase.

Objection Handling

Structured Trust

So instead of reading scattered reviews on Trustpilot, they see each review as a part of a natural conversation that inches them closer to making a purchase.

Goal

Emotional Targeting:

Goal

Emotional Targeting:

Emotional Trigger

People remember what they see last, that’s why emotionally charged messaging and visuals were added in the last question to help them see it, visualize it, and anticipate their own setup in their space in the last question.

Because Golfbay’s customers’ buying decisions were driven by an emotional feeling they were chasing.

The Challenge:

This question didn’t affect the recommendation system. But it triggered an emotional buying urge.

Emotional Trigger

Because Golfbay’s customers’ buying decisions were driven by an emotional feeling they were chasing.

The Challenge:

This question didn’t affect the recommendation system. But it triggered an emotional buying urge.

Implementing the conversion quiz ecosystem

Results page

Implementing the conversion quiz ecosystem

Results page

Consultation First

We prioritised leading with “Book a Consultation” CTA as our primary goal was to increase more demos from the web traffic.

Direct Conversions

However, because buyers were satisfied with their recommended bay suggestions, 14 in 100 quiz takers directly made a purchase.

Lifestyle Messaging

The messaging on the results page didn’t revolve around technical specs or comparisons. It focused on what life looks like with the setup using voice-of-customer from interviews, like:

I can be in my own house in shorts and a T-shirt when it’s freezing cold outside, raining.

“It feels really good… when you get a spare five, ten minutes rather than having to drive somewhere… you can just nick out into the garden and go and practice.”

Literally in just 2 weeks of owning this product, my ball contact and striking is super consistent between trips to the course now and im dominating all my friends

And this is how it got woven in messaging

Experience Proof

We didn’t pull reviews about the product, but about the experience with the sales team, as we were gunning to book more consultations.

Consultation First

We prioritised leading with “Book a Consultation” CTA as our primary goal was to increase more demos from the web traffic.

Direct Conversions

However, because buyers were satisfied with their recommended bay suggestions, 14 in 100 quiz takers directly made a purchase.

Lifestyle Messaging

The messaging on the results page didn’t revolve around technical specs or comparisons. It focused on what life looks like with the setup using voice-of-customer from interviews, like:

I can be in my own house in shorts and a T-shirt when it’s freezing cold outside, raining.

“It feels really good… when you get a spare five, ten minutes rather than having to drive somewhere… you can just nick out into the garden and go and practice.”

Literally in just 2 weeks of owning this product, my ball contact and striking is super consistent between trips to the course now and im dominating all my friends

And this is how it got woven in messaging

Experience Proof

We didn’t pull reviews about the product, but about the experience with the sales team, as we were gunning to book more consultations.

Instead of getting stuck comparing

Launch monitor

Hitting mat

Impact screen

Projector

One complete setup left buyers with only two choices (no decision dilemma here):

“I’m ready to bring this bay home,” which adds the full setup to the cart in one click.

“I’d like to book a consultation first” for buyers who wanted confirmation that the setup would work in their space.

And this is how Golfbays added 570+ demos (a 15.5X increase in conversions) with the same Shopify traffic.

Instead of getting stuck comparing

Launch monitor

Hitting mat

Impact screen

Projector

One complete setup left buyers with only two choices (no decision dilemma here):

“I’m ready to bring this bay home,” which adds the full setup to the cart in one click.

“I’d like to book a consultation first” for buyers who wanted confirmation that the setup would work in their space.

And this is how Golfbays added 570+ demos (a 15.5X increase in conversions) with the same Shopify traffic.

Instead of getting stuck comparing

Launch monitor

Hitting mat

Impact screen

Projector

One complete setup left buyers with only two choices (no decision dilemma here):

“I’m ready to bring this bay home,” which adds the full setup to the cart in one click.

“I’d like to book a consultation first” for buyers who wanted confirmation that the setup would work in their space.

And this is how Golfbays added 570+ demos (a 15.5X increase in conversions) with the same Shopify traffic.

Emails and segmentation

Every email subscriber who came through the quiz is sent into a 10-email hybrid welcome and sales sequence.

Using the conversion quiz’s zero-party data, we mapped out an emotional messaging journey. What messages and emotions a buyer must feel before they buy, and that shaped our messaging strategy for emails .

View in Full

Where the messaging in the emails came from

Every email focused on one emotional feeling that came straight from what customers told us like reminding the golfer who loses half the year to bad weather that their season never has to end again.

Where the messaging in the emails came from

Every email focused on one emotional feeling that came straight from what customers told us like reminding the golfer who loses half the year to bad weather that their season never has to end again.

Why segmentation mattered

Segmented email lists generate up to 760% more revenue than unsegmented campaigns. Campaign monitor.

Which is why the buyer who wanted late nights with friends saw a different message from the buyer trying to cut four shots off their handicap.

Some people were ready to buy directly. Others still wanted to talk to someone before spending that amount.

The sequence supported both.

That is what allowed GolfBays to convert a meaningful number of buyers directly from email and results pages instead of depending on sales calls to close every deal.

Why segmentation mattered

Segmented email lists generate up to 760% more revenue than unsegmented campaigns. Campaign monitor.

Which is why the buyer who wanted late nights with friends saw a different message from the buyer trying to cut four shots off their handicap.

Some people were ready to buy directly. Others still wanted to talk to someone before spending that amount.

The sequence supported both.

That is what allowed GolfBays to convert a meaningful number of buyers directly from email and results pages instead of depending on sales calls to close every deal.

Using emotional targeting and smart segmentation resulted in

0.0

£87.60 revenue generated per new email subscriber within the first 10 days

Total £97,000+ from direct purchases within 20 days (this is without the revenue from the demos or in-store purchases)

570+ demos with a 15.5X increase without increasing ad spend

Using emotional targeting and smart segmentation resulted in

0.0

£87.60 revenue generated per new email subscriber within the first 10 days

Total £97,000+ from direct purchases within 20 days (this is without the revenue from the demos or in-store purchases)

570+ demos with a 15.5X increase without increasing ad spend

£97,000+ Revenue in ~20 days with a 15.5X (570+ demos a month) and 10% funnel conversion rate

£97,000+ Revenue in ~20 days with a 15.5X (570+ demos a month) and 10% funnel conversion rate

£97,000+ Revenue in ~20 days with a 15.5X (570+ demos a month) and 10% funnel conversion rate

£97,000+ Revenue in ~20 days with a 15.5X (570+ demos a month) and 10% funnel conversion rate

And we did exactly this we saved time on consultations.

The Conversion Quiz not only booked 570 more demos each month, but it converted 1 in 10 subscribers (without demos), serving a self-serve sales experience.

Within the first few weeks of launch, the quiz converted at 12–14% (fluctuating as traffic sources varied), and in approximately 20 days, it generated £97K+ in revenue directly tied to quiz‑influenced purchases.

£97K figure doesn’t include the direct purchases made by quiz takers who visited the store, or purchases made through demos.