Driving Dealer Leads with a New Website and Custom Boat Configurator

Wellcraft is a prestigious American boat manufacturer best known best for its deep-v hulls, which debuted in the 1970s. Looking to build on 60 years of brand loyalty in the boating industry, Wellcraft approached us with an opportunity to elevate their website experience and improve the way they communicated their legendary boat brand to consumers.


We developed and launched their site on a custom website management platform that boasted a boat configurator, something no other competitor offered. This custom product configurator allowed consumers to build a personalized product complete with pricing and package information. In addition to improving the technical functionality, we modernized the brand and applied new visual designs throughout the site to elevate the user experience. This visual transformation allowed consumers to navigate the site more easily and find the information they needed to inform their purchase.

Services

Custom Software Solutions
Experience Design
Digital Marketing

Technology

Custom Boat Configurator
Product Information Manager (PIM)

The Ask

Wellcraft set out to elevate their entire web experience with the ultimate goal of increasing the amount of dealer leads received through the site. They sought our help to better engage consumers who were visiting their site and to help drive more qualified traffic to their site.

The Answer

We launched the Wellcraft site on a custom content management system that would support the boat configurator tool we developed. We implemented new features and design elements that would engage users and increase build-a-boat conversions.

The Result

The new site achieved Wellcraft’s goal and surpassed expectations, resulting in a significant increase of site-driven dealer leads. Consumers demonstrated stronger engagement with the new site, backed by an increase in average session time and steady gains in page views per session.

Increasing Conversions with a Custom Boat Configurator

We gave consumers the ability to bring their dream boat to life by helping them envision color combinations and allowing them to see how specific package options and promotions affected pricing. The custom boat configurator has an integrated product comparison tool that allows customers to compare features and pricing between multiple boats they may be considering.

Creating an Immersive Shopping Experience

The 360° Boat Tour allows consumers to visualize their boat from every angle, creating an immersive shopping experience.

Digital Advertising Drives Dealer Leads

We leveraged Google Ads to retarget engaged consumers and drive new traffic to the site post-launch. These pay-per-click (PPC) campaigns increased conversions and boosted dealer leads.

Interested in our custom product configurator expertise and solutions?

Contact CQL today for information on how our team of custom website designers and developers can help improve your domain’s interactivity and help expand the customer journey.