Koi Golf
191% conversion rate increase
Project Overview
Koi Golf is an independent golf brand known for its bestselling ‘anti-slip’ socks. Since launching in 2021, the brand has experienced steady growth, predominantly through organic social. As part of a wider effort to boost customer acquisition, we helped Koi establish the foundations: branding and web design.
Brand Strategy
First, we needed to understand how Koi could stand out in the market. Which of its various brand narratives were authentic, resonating with customers, and unique? After analysing a range of touchpoints, including website copy, social media content, and reviews, we were able to whittle potential narratives down to just a few. By cross-comparing with demographic and competitor data, a clear route forward emerged.
Unlike its overly serious, technical competitors, Koi had garnered a community that was fun, down-to-earth, and willing to celebrate the lighter side of the game. Subliminally, organic content was already focusing on topics like human connection, joyous moments, and light-hearted banter. From here, Koi just needed to lean more into this at the expense of other, less distinctive narratives.
Identity Refresh
To reflect Koi's new positioning, we set about updating the brand identity. The brand's suite of logos were redrawn to boost presence and cohesion, typography was premium-ised, and a warmer, golf-inspired palette was introduced. We also created tone of voice and imagery guidelines that would support the overall 'brand feel': warm, people-focused, and light-hearted.
Website Redesign
With the new identity in place, we were then able to overhaul the Shopify store. Here, our focus was twofold: (i) optimising the layout and structure for conversion, and (ii) aligning the design & copy with the new brand.
Impact
Since launch, Koi has seen a 191% like-for-like¹ uplift in conversion rate, alongside an 11% increase in average order value. In nominal terms, that pushes £1m of annual sales up to £3.23m², all things being equal. The average bounce rate, which measures visitors who leave after viewing just one page, has dropped by 19%. Alongside an 11% increase in average session duration, this indicates that the site is not only converting more effectively but is also holding users’ attention for longer.
¹ To ensure a fair comparison, this data only reflects organic traffic. Paid traffic, which is generally lower-intent, reduces the overall conversion rate.
² This baseline revenue figure is for demonstration purposes only. Actual figures for this client have been kept confidential.
