Mizuno Golf
Multinational Wordpress website in three languages with over 1m unique users each year.
Key Results
1.7 million global annual users
5 minute average engagement time
120,000 store finder interactions (EMEA)
The Challenge
Mizuno operates in a highly competitive premium consumer goods market, where brand perception and performance are equally critical. Large-scale change could negatively impact search visibility and user experience if not handled precisely.
The project introduced major complexity:
- Launching a multi-lingual website across multiple regions
- Migrating domain, structure and content simultaneously
- Maintaining and improving product SEO visibility during transition
- Balancing brand storytelling with clear product journeys
- Serving a global audience with different expectations and behaviours
We needed a local partner who would work closely with us to get a responsive site off the ground and be sensitive to the very specific needs of the Mizuno Golf brand. Red Balloon managed all that and have evolved the site beyond our expectations.
The Approach
Designing a Premium Experience for a Global Audience
We created a premium consumer goods website experience that reflects Mizuno’s heritage, craftsmanship and performance. The site had to appealed to both loyal brand advocates and new customers discovering Mizuno globally.
The focus was on:
- Emotional brand storytelling
- Clear product navigation and selection
- Seamless user journeys across devices
Custom WordPress Build for Flexibility & Scale
We developed a custom WordPress platform to support a scalable system that would evolve over time:
- Multi-region content management
- Scalable product and content structures
- Ongoing updates across languages and markets
- Global store finders and event booking system
Engagement-Led UX
We focused heavily on improving how users explore product ranges, understand technical features, find local retailers and use the website whilst in a fitting or at a store.
We designed for:
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Longer engagement times
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Immersive content experiences
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Clear yet premium navigation
Golf is an emotional, sensory-driven sport, and the website needed to reflect that, helping users connect with the brand, not just browse products.
That said, The store finder functionality is a key conversion driver, bridging digital experience with retailer-led sales, Mizuno's most important channel.
Global Search Optimisation Strategy
Search Engine challenges with the website's global launch included a change in website domain, website structure and content - three big changes from an SEO perspective.
Introducing the website to new markets gets we ensured a smooth transition, providing a substantial uplift in organic rankings, traffic, and a reduction in bounce rate overall.
Key Takeaways
This project highlights what it takes to deliver a global, premium digital platform, and most importantly - when a strong brand, technology and strategy align, a website can become a global growth platform:
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Global websites require technical precision and strategic planning, especially where multiple languages are in play
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Brand storytelling and product performance must work together
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SEO migrations can drive growth when executed correctly
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Engagement is just as important as traffic in premium markets
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