An analysis of golf retail websites.

column.  The links provide various pages with additional information, more specific to each individual or group of products.  Much of the description for each product is bullet pointed and up to date in terms of technology and concepts currently available.

• Quality of information.  This varies considerable.  For several of the products a full spec is offered, material and technology incorporated within the product and even a description regarding where on tour it’s being used and by which professionals.

• Potential for interaction.  This is perhaps a limitation of such a website.  Even though a telephone number is given there is no obvious information regarding the actual company and no consumer advice or support page.  It also lacks a contact e-mail address, something rare for an online retail company.  Despite this the purchasing of items is very user friendly and with the reassurance of certain secure online purchasing guarantees and the potential for even tracking orders it brings with it a great deal of consumer confidence.  There is also the possibility to subscribe to the companies mailing list, a feature common to most golf sites but something that can become a frustrating pop-up window whenever you access the homepage.

Summary

1. Accuracy.  Both the company and the web designers are contactable and reputable.  Perhaps further details as regards the status and history of the company could be more readily available.  The purpose of the document is precise and clear the user.  The retail of golf equipment has become commonplace on the Internet now.  As regards the source of the document and whom it was designed by (Peloton Web Designs) it can be assumed that the Webmaster is well established.  The author and provider of information however are not immediately clear and the company as a whole provides all product details.  Although this information is accurate and all positive aspects of each product discussed in detail, there is no comment on any possible problems or limitations, for instance which type of club would suit which level of golfer.  This is possibly a standard sales ploy, to avoid product limitations.  
2. Authority.  Information on the webmaster and company for whom the website represents are clearly shown.  There is no individual although company details are provided.  Qualifications and a portfolio of work is provided solely be the web designer.  The document is UK based as shown by the URL.
3. Objectivity.  This is clearly a retail website.  All information provided is of a sales nature, be it from offering sale price reductions to highlighting the benefits of each product.  This clearly places a slightly biased slant to the web page but any subjective opinions are balanced also by objective information.  Where necessary sufficient detail is offered to satisfy the user such as security of personal information.  Advertising is also minimal and if other companies appear it won’t be as pop-up windows but logos merely showing which organisations the golf retail contract out.

4. Currency.  With a website such as this it is vital that everything is kept up to date.  People are after the latest equipment at the market price.  Although it fails to mention when the page was last updated it appears to have all the cutting edge equipment and prices that are competitive within the UK market.  All links are also fully operational, even a direct map link showing directions to the where the company is based.
5. Coverage.  This website is accessible by all and is also quick to load, even when operating a fairly slow modem.  Despite this images are highly detailed and information on each page is adequate.  The links are all clearly labelled, aiding navigation, with the ease of always returning to the homepage.  Facilities such as the internal search engine are also highly efficient and effective.

Overall this is a well designed, well structured page that offers much for the golf consumer.

 

WEBSITE 2, http://bestvaluegolf.com/

Another company that is very large in the US but also globally since the use of internet marketing and retail.  This is a much more established e-business specialising in the distribution of golf equipment.

• Presentation of information does not appear to be as professional as the UK website.  There is little variation on page layout this lack of originality has been sacrificed in order to maximise space for all the products.  There is never any background imaging or colour and the solid green throughout is a possible negative issue.  As product description goes the information on the whole is clear and objective.  The company supply a greater range of clubs but each option is clearly identified.  This is assisted with easy drop down menus and further links on every page.