Ecommerce Design / Ecommerce Success Stories / Product News

GolfEtail Launches Stencil-Supported Ecommerce Website, Applauds Bigcommerce Security and Stability

Tracey Wallace / 2 min read

When Bigcommerce announced the new Stencil Framework in December of last year, we began giving access to our design and developer partners as well as select stores. In doing so, brands and design solution providers were able to collaborate to build new sites within a framework that, as one beta tester put it, “gives theme developers the flexibility and freedom the industry is desperate for.”

Last week, up-and-coming designer LaQuan Smith launched his new site in tandem with his New York Fashion Week presentation –– effectively hosting the very first “see now, buy now” fashion show. This week, we are proud to introduce you to another early access customer, GolfEtail.

GolfEtail decided to move their operations over from another ecommerce platform in October of 2015. However, not wanting to disrupt their holiday sales, the team withheld pushing out a new design. Instead, Marc Ducey, president of the brand, used the time to engage with a Bigcommerce design and solutions partner, Diztinct. With the partner’s help, the new site launched just last week.

We had a chance to speak with Ducey about his experience switching platforms, why he made the Bigcommerce choice and how his site is performing now –– right before the height of golf shopping season begins.

What was your main goal in moving to Bigcommerce and with the site re-design?


Our ultimate goal for choosing a new ecommerce platform was simple: increase revenue. As part of this, we felt three fundamentals areas were an absolute necessity: first, a seamless integration into ChannelAdvisor; secondly, enterprise-level functionality; and thirdly, a high level of security and stability. Each of these were critical factors in making the choice to move to Bigcommerce.

Is there any part of the site in particular that stand outs to you?

The stability of the site has dramatically improved. We no longer need to worry about third party applications impacting our site performance. Bigcommerce manages this for us.

Speaking of performance, how is the new site doing in terms of average order value (AOV), conversions and time on site?

Since we have only been live for a week, it would be premature to draw any long-term conclusions, and we are still making refinements. With that that said, here’s some anecdotal data that compares the week prior to launch versus the week post launch:

  • Pages per session: up 13.5%
  • Session Duration: up 21.4%
  • Bounce Rate:  down 5%
  • Number of items in basket: up 13.6%
  • Transactions: up 12.4%
  • Revenue: up 8.9%

Those are some impressive first numbers. How was it working with Diztinct?

We have worked with Diztinct for the past decade or so. Jeff Dyken, who owns Diztinct, has a keen eye, understands our business and focuses on results. He is a seasoned website developer.

Great to hear. Any advice you’d give to other brands looking to either move platforms or re-design their site within the Stencil framework?

We looked at other other ecommerce platforms that offered similar enterprise-level flexibility and features that Bigcommerce brings to market, but Bigcommerce far exceeded the others by offering a high level of stability in their integrations with their various apps and partners. Simply said, we don’t need to dedicate an IT team to making Bigcommerce work; Bigcommerce does that for us. In all, Bigcommerce brings us the enterprise level functionality and support we need, which  allows us to focus on what we do best: namely, sell golf equipment

Have any additional questions or comments for Ducey or the Bigcommerce team? Leave them in the comments below.


Tracey Wallace

Tracey Wallace

Director of Marketing MarkterHire | Former EIC, BigCommerce | Founder, Doris Sleep

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.

View all posts by Tracey Wallace
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