Topgolf reported that the number of people accessing its website from a mobile device has steadily increased the past few years, with the number topping more than 50 percent of its users in 2013. As a result, the company has been focused on the redevelopment of its website and the introduction of new functionality for its Topgolf app, which is available for free download on iTunesand Google play.
“Prior versions of topgolf.com were developed for desktop users and then scaled appropriately for tablets and mobile phones,” said Topgolf Director of Marketing Operations Shaun Sinnott. “By reversing our approach to the design workflow, we are now able to provide our largest percentage of site visitors with the best possible experience.”
The new website is optimized for performance and load times so that visitors may quickly and easily navigate the site with minimal clicks. The site delivers a streamlined payload of front-end code to reduce the number of requests required for each page. Imagery and fonts are highly enhanced and leverage a globally distributed Content Delivery Network (CDN) that serves content faster, from a server located minutes away from a user instead of hours away. Aggressive caching mechanisms also help maximize speed and performance.
“The content that a first-time visitor to topgolf.com views is different than what someone who has visited the site multiple times sees, and this is because the information these two individuals find relevant is vastly different,” explained Sinnott. “The content people see is also geo-targeted based on the Topgolf location a user selects. Since the Topgolf marketing model is decentralized, we empower associates from each facility to manage content regarding upcoming events and specials specific to their location, which in turn makes information more relevant for visitors.”
Additional features on the redesigned website include a fully revamped blog, a section for photos, videos and tours that gives visitors a high-definition preview of the Topgolf experience, and integration with the company’s event booking platform to allow guest inquiries to be addressed more efficiently.
Topgolf’s recent technology upgrades extend to its mobile app as well. App users can now use their phones as a remote control for the TVs in each hitting bay. This high-tech feature is new to the restaurant/bar industry and raises an interesting question about what future capabilities restaurant goers may have to personalize their experience.
“The Topgolf concept in and of itself is truly one-of-a-kind, and we are dedicated to embracing and investing in that spirit of innovation from every facet of our business. The launch of our new website and app functionality are remarkable milestones we are thrilled to celebrate, yet we remain forward-thinking that our technology and guest experience will only continue to evolve and improve in the months and years to come.”
Topgolf is the emerging global leader in golf entertainment, with 11 locations serving more than 2.7 million guests annually. Players hit golf balls containing computer microchips that track each shot’s accuracy and distance while also awarding points for hitting targets on the outfield. Each facility offers an upscale, laid-back experience that features climate-controlled hitting bays and an impressive food and beverage menu crafted by an executive chef. Mix in dynamic event spaces for groups of all sizes, and Topgolf stands as the premier entertainment complex where the competition of sport meets the neighborhood’s favorite hangout. To learn more about Topgolf, visit www.topgolf.com.
Senior Communications Manager, Topgolf
Ph: (469) 546-5370