How Premium Boat Manufacturer MasterCraft Optimized Their Website For High-Consideration Shoppers
Learn how performance boat manufacturer MasterCraft built a library of user insights and implemented website improvements for a 33:1 return on investment with The Good’s Digital Experience Optimization Program™.
The Overview
MasterCraft Boat Company is a world-renowned innovator, designer, and manufacturer of premium-performance sport boats. Often custom-built, MasterCraft boats are a popular option for luxury boat buyers.
The Problem
Buying a boat is a high-consideration purchase. Even more so when it is custom-made and can take six+ months to build and deliver.
The opposite of an impulse buy, the high price tag and long lead time means users visit a website many times before making a decision. While this alone isn’t a problem, it can cause challenges when the website isn’t optimized with that particular customer journey in mind.
This was the reality that MasterCraft was in when they engaged with The Good. Disproportionately impacted by an economic downturn due to the luxury nature of their product, they had several open slots in their production line and needed to better understand why users weren’t converting. Then, they wanted to optimize their site to better meet the needs of those users.
The Process & Solution
The Good approached the problem by taking a deep dive look at Mastercraft’s website with our Digital Experience Optimization Audit™. In our user research and data analysis, we discovered that MasterCraft’s site had several barriers to this high-consideration conversion.
One major opportunity was the online boat builder tool. In need of significant improvements, users were deterred by the fact that the quality of the digital experience did not reflect the premium quality and price of the boats.
In addition, the website was not optimized for mobile, creating additional barriers for consumers. A younger demographic of shoppers, largely doing research for their parents, was getting frustrated by the current mobile shopping experience.
As a result of the audit and a subsequent ongoing Digital Experience Optimization Program™, The Good identified and executed these key areas for improvement.
The process included rigorous user testing, experimentation, design iterations, and iterative site updates, all validated by MasterCraft’s unique user base.
The Results
As a result of their engagement with The Good, MasterCraft saw a 33:1 return on investment.
MasterCraft credits the improved online shopping experience with filling all the openings in their production line, selling out current-year models, and booking out reservations for the following year.
How They Got There
The results we unlocked for MasterCraft are the result of a custom Digital Experience Optimization Program™..