Wellcraft is best known best for its deep-V hulls that debuted in the 1970s and the iconic Scarab offshore boats of the 1980s. But loyal owners know it is a brand they have trusted for over 60 years.
We had the opportunity to work with Wellcraft and re-imagine the way they communicated their legendary brand with customers. Along with targeted marketing and CRM integration, this included the development of a new build-a-boat configurator that allowed would-be Wellcraft owners to design and build the boat of their dreams.
In the first ten days after the launch of the new site, traffic doubled and the all important 'leads-to-dealers’ metric was up triple-digits. Even better, with the build-a-boat feature, the dealers were receiving information about what boats, colors, engines, packages and options the customer wanted (and still want!) to purchase.
In addition to lead generation, the Wellcraft site has seen increases in raw traffic — a double digit increase in average session time and steady gains in page views per session.
Overall, the integrated strategy that we developed with the Wellcraft team is garnering big results and engaging a customer base that is all too happy to rediscover the quality and craftsmanship of Wellcraft.
200% Increase in Leads to Dealers
Bounce Rate Cut in Half
Double-Digit Growth in Site Traffic
The core of the experience design was to provide customers with the ability to easily choose and customize the boat of their dreams, then share their wish list with Wellcraft's global network of dealers.
The core of the digital strategy was an analytics engine that would allow the marketing team to gain critical insights into consumer behavior. For the first time, the Wellcraft team would be able to see what every visitor looks at -- from boat models, to colors, to engines, to packages. This info could then be sent to local dealerships. This data has been, and will continue to be, folded into business decisions going forward, leading to better products and messages based on empirical data drawn from site visitors.
The launch of wellcraft.com was a bit of a coming-out party. With an entirely new set of boats for 2016, including nine boats that focused on winning the fishing market, Wellcraft knew this was their moment. Thanks to the strategy we put together, boaters are now seeing impactful, relevant brand and product messaging that is integrated in to every part of their experience.