{"id":98622,"date":"2022-04-14T06:00:08","date_gmt":"2022-04-14T13:00:08","guid":{"rendered":"https:\/\/thegood.com\/?page_id=98622"},"modified":"2024-09-04T12:42:49","modified_gmt":"2024-09-04T19:42:49","slug":"mastercraft","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/mastercraft\/","title":{"rendered":"How Premium Boat Manufacturer MasterCraft Optimized Their Website For High-Consideration Shoppers"},"content":{"rendered":"<div class=\"c-case-study-topper\"><div class=\"c-case-study-topper__content\"><div class=\"c-case-study-topper__logo-holder\"><img decoding=\"async\" width=\"300\" height=\"94\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/mastercraft-case-study-logo-300x94.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/mastercraft-case-study-logo-300x94.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/mastercraft-case-study-logo-240x75.png 240w, https:\/\/thegood.com\/wp-content\/uploads\/mastercraft-case-study-logo.png 400w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div> <!-- \/.c-case-study-topper__logo-holder --><div class=\"c-case-study-topper__quote\">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.<\/div><\/div> <!-- \/.c-case-study-topper__content --><div class=\"c-case-study-topper__key-results\">\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\"><strong>33:1<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">Return on investment<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\">\n\n<div class=\"wp-block-stackable-icon stk-block-icon stk-block stk-39922ad\" data-block-id=\"39922ad\"><style>.stk-39922ad{margin-bottom:0px !important}.stk-39922ad .stk--svg-wrapper .stk--inner-svg svg:last-child,.stk-39922ad .stk--svg-wrapper .stk--inner-svg svg:last-child :is(g,path,rect,polygon,ellipse){fill:#000000 !important}<\/style><span class=\"stk--svg-wrapper\"><div class=\"stk--inner-svg\"><svg style=\"height:0;width:0\"><defs><linearGradient id=\"linear-gradient-39922ad\" x1=\"0\" x2=\"100%\" y1=\"0\" y2=\"0\"><stop offset=\"0%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-39922-ad-color-1)\"><\/stop><stop offset=\"100%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-39922-ad-color-2)\"><\/stop><\/linearGradient><\/defs><\/svg><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 576 512\" aria-hidden=\"true\" width=\"32\" height=\"32\"><path d=\"M576 216v16c0 13.255-10.745 24-24 24h-8l-26.113 182.788C514.509 462.435 494.257 480 470.37 480H105.63c-23.887 0-44.139-17.565-47.518-41.212L32 256h-8c-13.255 0-24-10.745-24-24v-16c0-13.255 10.745-24 24-24h67.341l106.78-146.821c10.395-14.292 30.407-17.453 44.701-7.058 14.293 10.395 17.453 30.408 7.058 44.701L170.477 192h235.046L326.12 82.821c-10.395-14.292-7.234-34.306 7.059-44.701 14.291-10.395 34.306-7.235 44.701 7.058L484.659 192H552c13.255 0 24 10.745 24 24zM312 392V280c0-13.255-10.745-24-24-24s-24 10.745-24 24v112c0 13.255 10.745 24 24 24s24-10.745 24-24zm112 0V280c0-13.255-10.745-24-24-24s-24 10.745-24 24v112c0 13.255 10.745 24 24 24s24-10.745 24-24zm-224 0V280c0-13.255-10.745-24-24-24s-24 10.745-24 24v112c0 13.255 10.745 24 24 24s24-10.745 24-24z\"><\/path><\/svg><\/div><\/span><\/div>\n\n<\/div><div class=\"c-case-study-topper__key-result__text\">Built a premium online shopping experience<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\">\n\n<div class=\"wp-block-stackable-icon stk-block-icon stk-block stk-d37efb0\" data-block-id=\"d37efb0\"><style>.stk-d37efb0{margin-bottom:0px !important}.stk-d37efb0 .stk--svg-wrapper .stk--inner-svg svg:last-child,.stk-d37efb0 .stk--svg-wrapper .stk--inner-svg svg:last-child :is(g,path,rect,polygon,ellipse){fill:#000000 !important}<\/style><span class=\"stk--svg-wrapper\"><div class=\"stk--inner-svg\"><svg style=\"height:0;width:0\"><defs><linearGradient id=\"linear-gradient-d37efb0\" x1=\"0\" x2=\"100%\" y1=\"0\" y2=\"0\"><stop offset=\"0%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-d-37-efb-0-color-1)\"><\/stop><stop offset=\"100%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-d-37-efb-0-color-2)\"><\/stop><\/linearGradient><\/defs><\/svg><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 640 512\" aria-hidden=\"true\" width=\"32\" height=\"32\"><path d=\"M96 224c35.3 0 64-28.7 64-64s-28.7-64-64-64-64 28.7-64 64 28.7 64 64 64zm448 0c35.3 0 64-28.7 64-64s-28.7-64-64-64-64 28.7-64 64 28.7 64 64 64zm32 32h-64c-17.6 0-33.5 7.1-45.1 18.6 40.3 22.1 68.9 62 75.1 109.4h66c17.7 0 32-14.3 32-32v-32c0-35.3-28.7-64-64-64zm-256 0c61.9 0 112-50.1 112-112S381.9 32 320 32 208 82.1 208 144s50.1 112 112 112zm76.8 32h-8.3c-20.8 10-43.9 16-68.5 16s-47.6-6-68.5-16h-8.3C179.6 288 128 339.6 128 403.2V432c0 26.5 21.5 48 48 48h288c26.5 0 48-21.5 48-48v-28.8c0-63.6-51.6-115.2-115.2-115.2zm-223.7-13.4C161.5 263.1 145.6 256 128 256H64c-35.3 0-64 28.7-64 64v32c0 17.7 14.3 32 32 32h65.9c6.3-47.4 34.9-87.3 75.2-109.4z\"><\/path><\/svg><\/div><\/span><\/div>\n\n<\/div><div class=\"c-case-study-topper__key-result__text\">Created a library of user insights<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n<\/div> <!-- \/.c-case-study-topper__key-results --><\/div> <!-- \/.c-case-study-topper -->\n\n\n<h2 class=\"wp-block-heading\">The Overview<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Problem<\/h2>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>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\u2019t a problem, it can cause challenges when the website isn\u2019t optimized with that particular customer journey in mind.<\/p>\n\n\n\n<p>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 <strong>why<\/strong> users weren\u2019t converting. Then, they wanted to optimize their site to better meet the needs of those users.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Process &amp; Solution<\/h2>\n\n\n\n<p>The Good approached the problem by taking a deep dive look at Mastercraft\u2019s website with our Digital Experience Optimization Audit\u2122. In our user research and data analysis, we discovered that MasterCraft\u2019s site had several barriers to this high-consideration conversion.<\/p>\n\n\n\n<p>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.&nbsp;&nbsp;<\/p>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>As a result of the audit and a subsequent ongoing <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Program\u2122<\/a>, The Good identified and executed these key areas for improvement.\u00a0<\/p>\n\n\n\n<p>The process included rigorous user testing, experimentation, design iterations, and iterative site updates, all validated by MasterCraft\u2019s unique user base.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Results<\/h2>\n\n\n\n<p>As a result of their engagement with The Good, MasterCraft saw a 33:1 return on investment.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How They Got There<\/h2>\n\n\n\n<p>The results we unlocked for MasterCraft are the result of a custom <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Program\u2122<\/a>..<\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"featured_media":99195,"menu_order":55,"template":"","meta":{"_acf_changed":true,"content-type":"","wpcf-summary":[]},"service-type":[10141],"business-model":[10147],"industry":[10156],"class_list":["post-98622","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","service-type-conversion-growth-program","business-model-ecommerce","industry-motor-vehicles"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured.png",1200,697,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-150x150.png",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-300x174.png",300,174,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-768x446.png",768,446,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-1024x595.png",1024,595,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured.png",1200,697,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured.png",1200,697,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-380x215.png",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-760x430.png",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-600x349.png",600,349,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-129x75.png",129,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured.png",300,174,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured.png",400,232,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured.png",600,349,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-24x24.png",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-48x48.png",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-96x96.png",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-150x150.png",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/MasterCraft-Featured-300x300.png",300,300,true]},"post_excerpt_stackable_v2":"<p>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. 33:1Return on investment Built a premium online shopping experience Created a library of user insights 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.&nbsp; The opposite of an&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"","url":""},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MasterCraft Optimizes Their Website For High-Consideration Users<\/title>\n<meta name=\"description\" content=\"Learn how performance boat manufacturer MasterCraft got a 33:1 return on investment with The Good\u2019s Digital Experience Optimization Program\u2122.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/results\/mastercraft\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Premium 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