CRESTLINER

A Journey To The Water

How we can drive awareness and improve user’s experience along their boat buying journey

Over the years, SixSpeed had worked with Crestliner to make their brand as strong as their welded aluminum boats. And while their watercraft were synonymous with strength, their online presence was not. They were at risk of losing ground to competitive brands that were rapidly developing in the space. To correct that, we began by auditing crestliner.com against the industry.

AUDIT INSIGHTS

Overall, we needed to be diligent in maintaining critical touch points to keep content relevant and rewarding while driving action. A positive brand experience online was essential for building trust and loyalty between Crestliner and its audience.

COMPETITIVE LENS

Competitive Lens body copy: After evaluating other freshwater boat brands, we determined there were features and user flows within crestliner.com that could be optimized. The main weakness? The Build & Price Boat Configurator.

IDENTIFYING GAPS

When looking at time on site and bounce rates we figured out that users were hunting for information they couldn’t find. This told us what content needed to be created—and that it needed to be easier to find. We turned to analytics to determine the next steps.

Executing Based On Analysis

The new approach focused on the site copy and search engines. Every Crestliner boat is different, but the keyword plan and copy didn’t differentiate each model’s features and benefits. So we rewrote the site, taking extra time to find the right keywords for the right boats to help searchers find what they wanted—easier and faster—while enhancing existing tools to be more useful.

As we audited the site, we found that many individuals were searching for their local dealer—or eventually they ended up searching for their local dealer. To help them out, we put that information in the footer of the site and it became ever-visible and within reach.

The Challenge of Making Good Better

Historically, the Crestliner website had a good conversion rate. So, it was imperative to maintain that conversion rate while bringing even more traffic to the site. With years of industry experience, insights gathered through historical data, and a core audit we were able to leverage their existing strengths: boat builder tools, quality products, the aluminum advantage, and knowing what people are looking for—the strengths became even stronger. We added more detail to engage users while also serving the right information, the right boat and connect them to their right dealership. Next, we made the calls-to-action work harder. Instead of blanketing the website with “Learn More,” we crafted the CTAs to guide prospective buyers to the proper pages, more quickly. For example, after customizing a new boat, the old CTA was “Submit”—that CTA became “View Pricing.” It’s something we did to make sure the process was smooth and actually led to action. Overall, the call-to-action updates were a very valuable execution that made a big difference in meeting our objectives.

The Right People

With rich content and a frictionless experience, we were able to fuel consideration and drive conversions to get more of the right people to the website. In addition to attracting organic search traffic, we created paid search campaigns to extend Crestliner’s visibility. Ads and creative were developed not just to accommodate key search terms, but to cater to the intent behind the searches as well. We gave users the right information to educate, consider and convert.

Success came through a knowledge and understanding of how people search in different stages of their journey and mapping search terms accordingly. Understanding the intent behind searches and applying that information into site construction and back-end proved to be crucial in the journey.

Full Speed Ahead

With the website reconstructed, the numbers spoke. And they’re loud. Today, people control their path to purchase through exploring hundreds of categories, brands, and products every day—and they expect brands to assist them quickly wherever they are, especially online. Crestliner needed to work with a partner that knew how to help prospective buyers find solutions from the beginning of the process until their new Crestliner hit the water. Together, that’s what we did.

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