Custom Site Redesign Scores a Hole in One for RockBottomGolf.com 

September 15, 2022 | |

Before Rock Bottom Golf became the industry-leading golf retailer it is today, Founder & CEO Tom Roth was an ambitious high school kid looking to make some spare change, diving for balls at local golf courses. With used and demo clubs soon added to his inventory, he’d frequent flea markets and trade shows to sell his gear around town. 

Rock Bottom Golf has come a long way since those early days, now serving a global online customer base and offering tens of thousands of products from the biggest brands in golf, including clubs, bags, apparel, and everything else needed to shine on or off the course.

With a driving focus on excellent customer service, ultra-fast shipping, and guaranteed “rock-bottom” prices, the company’s owners are always committed to improving the online experience for their loyal customers and newest fans. Looking for a refresh and rebuild of their current site, the IntuitSolutions team worked with them to achieve a modern look and feel, intuitive UX enhancements, and updated features to deliver a personalized shopping experience.

The Challenge: A Growing Brand Demanding Greater E-Commerce Functionality

Rock Bottom Golf re-platformed from Yahoo to BigCommerce in 2015 to take advantage of a more scalable SaaS solution. Since 2016, IntuitSolutions has worked with their team to implement creative solutions and adaptations on the BigCommerce platform. This has included everything from ongoing UX optimization and SEO improvements to the architectural design of intricate customizations that allow for the unique personalization of products.

“The openness of the BigCommerce platform has given us new avenues and revenue channels. We look to continuously enhance our product offerings through personalization and customization to ensure our customers have a fast, fun, and rewarding shopping experience.”

–Rock Bottom Golf

With the already robust e-commerce capabilities in RockBottomGolf.com comes the need for ongoing attention and maintenance. Their previous website was built on an early release of Stencil, and some of the site’s code and functionality showed signs of needing updates and improvements.

To pull everything together and deliver a stunning final product, they partnered with IntuitSolutions for a custom site redesigned and developed on the latest version of BigCommerce Stencil.

The Solution: A Refreshed Design and Rebuild on BigCommerce

IntuitSolutions worked with Rock Bottom Golf for a custom full-site design, implementing the latest BigCommerce Cornerstone theme. This took advantage of the newest BigCommerce features and improved previously developed site customizations with modern coding best practices and recent coding advancements.  

Page designs on RockBottomGolf were refreshed and revitalized while upholding the look, feel, and overall brand integrity customers have grown to love and trust. The final result was an improved layout, updated functionality, and personalized shopping experience. 

Layout and Design

Responsive Homepage view of RockBottomGolf.com

Responsive Category Page view of RockBottomGolf.com
Category Page

Responsive Sub-Category Page view of RockBottomGolf.com
Subcategory Page

Responsive Product Page view of RockBottomGolf.com
Product Page
Responsive Cart Page view of RockBottomGolf.com
Cart Page

Site Customizations and Enhancements 

Many of the site’s custom features existed before the rebuild but were updated and expanded during this project. The new design integrations altered some of the features’ appearance, and a significant amount of the code “under the hood” was updated to improve the functionality of the customizations and make them easier to maintain in the future.

Further detailed below, site enhancement highlights include:

Custom page builder widget with a simple interface to build out quick grid layouts, allowing merchants to upload images to quickly create announcements, new product launches, or promotions.

Custom Page Builder Widget for RockBottomGolf.com

Modern mega menu design that displays prominent images for each category, providing a more visually interesting way to shop.

Mega Menu for RockBottomGolf.com

Enhanced product video thumbnails that go beyond the standard YouTube video integration in BigCommerce, providing an ultra-modern way to view products. 

Enhanced Product Video Thumbnail showing driver head

Refreshed layout for product customizations, making it easier than ever to tailor products for individual needs. Much of the custom logic for cart validation and product fees was also updated with the rebuild. Fees are added with custom products and those fees are validated and removed if the parent products are removed. 

Product Customization View of Golf Club - Simple Customization Options
Product Customization View of Golf Club - Complex Customization Options

Shipping messaging customization for product pages based on individual item availability. These visual messages come with their own custom modal content (popup on click), and images are updated based on product and product variants.

Shipping Message Customization Messages: Free Home in 2! Shipping, 90 Day Performance Guarantee, Low Price Guarantee

A clean slide-out cart design that suggests complementary or related products through an integration with Dynamic Yield. Shoppers are met with a non-intrusive way to add more items before checkout.

Slide Out Cart Design Showing Related Products Next to Cart Summary View

Custom slide-out category and search filters on mobile. Additional filtering capabilities were further enhanced by an integration with Nextopia.

Slide Out Category and Search Filters for Mobile

Custom Minimum Advertised Pricing (MAP) Logic. The MAP Logic add-on allows merchants to display pricing at defined parts of the purchase pipeline, such as after a product has been added to the cart. IntuitSolutions customized the add-on, allowing it to work with the company’s custom promotion pricing model. 

Custome MAP Pricing - "Add to Cart to See Price" Message

Checkout Customizations for RockBottomGolf.com

For Rock Bottom Golf, our team implemented custom checkout solutions expanding the functionality of the BigCommerce open-source checkout. This included changes on the checkout page to show custom messages in the shipping section as well as payment warnings and error messages

We also redeveloped the magazine subscription feature messaging to allow for the subscription choice in the checkout rather than the cart. When an order is placed with the magazine subscription box selected, a note is added in the order comments in the merchant back office.

Custom shipping and payment message - option to subscribe to magazine is pre-checked in the checkout
Magazine subscription opt-in messaging - option to subscribe to magazine is pre-checked in the checkout
Payment warning message in checkout - please insure the billing address and CVV code matches what's registered with your debit/credit card.

Other Notable Apps & Integrations

There are several technology applications for RockBottomGolf.com that require ongoing maintenance. Our team tested, adjusted, and updated several third party integrations with the following providers:

  • Listrak, a cross channel marketing platform that delivers targeted personalization 
  • Practical Data, providing a loyalty and rewards program which allows customers to earn points on purchases and leave product reviews
  • Nextopia, enabling search and merchandising enhancements for category and product filters
  • Dynamic Yield, a platform for digital audience management, personalization, and optimization
  • Affirm, a checkout integration allowing customers to buy now and pay in later installments
  • Rakuten, a cash back and rewards program provider

Feature-Rich Development: IntuitSolutions Base Theme

IntuitSolutions Base Theme Score Comparison
IntuitSolutions Base Theme

Like our other projects built on BigCommerce, RockBottomGolf.com was built using our proprietary “Base Theme.” 

Our BigCommerce experts have dedicated hundreds of development hours to further optimize the already powerful “Cornerstone” Stencil theme. These updates include:

The Results: A Scalable E-Commerce Website that Evolves with Customer Expectations

The Rock Bottom Golf team works tirelessly to provide the best experience for their customers by offering a vast selection of quality products, unbeatable customer service, and an enduring vision for improvement. Their newly designed site delivers a modern, professional and polished look while focusing on a fun shopping experience and value for the golfer.  

Our team of BigCommerce Design and Development experts looks forward to working with the Rock Bottom Golf team on future enhancements to provide new customers and loyal “Rockheads” with everything they need to stay at the top of their game. 

Are you in the market for a brand new BigCommerce store design, looking to migrate from another platform, or need to refresh your current site? We’re an Elite BigCommerce Partner Web Design Company ready to help you take your online store to the next level of growth. Send us a message or call us at 866-901-4650 to discuss how we can help your business succeed online.

Avatar for Sarah Stafford

Sarah joined IntuitSolutions in 2022 as a Marketing Manager where she focuses on content creation, social media, and digital marketing. In her free time, she loves to travel, study a new language, and explore nature around her.

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