Custom Boat Configurator Drives Lead Generation for Wellcraft Dealers

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


We developed and launched their site on a custom platform that boasted a first in the industry boat configurator, allowing 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 online experience with the ultimate goal of increasing the amount of dealer leads they were receiving 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 platform that would support the boat configurator tool we developed. We implemented other features and design elements that would engage users and increase build-a-boat conversion.

The Result

The new site achieved their goal and surpassed expectations, resulting in a significant increase of dealer leads submitted post-launch. 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 ultimately increased conversions and boosted dealer leads.