Yamaha WaterCraft Group launched two newly redesigned websites: YamahaBoats.com and YamahaWaveRunners.com. Built by Whereoware, both sites feature a new look and feel, updated branding, enhanced user experience (UX), high resolution product imagery, and streaming video.
Since site launch, Yamaha WaveRunners saw an 84% increase in site traffic and a 157% increase in mobile traffic, and Yamaha Boats saw an 92% increase in site traffic and a 181% increase in mobile traffic. (See more screenshots of Yamaha WaveRunners and Yamaha Boats.)
The new websites are modern and clean, letting environmental and lifestyle imagery show off product details. The navigation is updated with a visual dropdown menu to help consumers compare different WaveRunners and Boats at-a-glance by model and length.
With a focus on the end consumer, Yamaha and Whereoware developed an interactive quiz on both homepages to help consumers decide on the best WaveRunner or Boat for their interests, budget, and lifestyle. They further this focus by personalizing messaging, images, and promotions throughout the website, based on user behavior.
For example, if a website visitor fits the “21-foot boat persona,” the homepage slider features a streaming video and environmental images of a 21-foot boat. As they scroll down the page, product images and text change to be more relevant to a consumer shopping for a 21-foot boat. This persona-based personalization continues throughout internal site pages.
Both sites are also personalized to display the visitor’s nearest Yamaha dealer location at the top of the page to make it easy for consumers to visit their local dealership and test drive a model.
Serving the right content to the right person (instead of showing the same static webpages to everyone all the time) helps prospective customers find the Yamaha products, videos, top technologies, and dealer locations they need to make an informed shopping decision.
In their words:
“Our products ignite a passion and a drive for amazing experiences in our customers, and we wanted our digital, mobile and web experience to exude that same energy,” said Bryan Seti, general manager of Yamaha’s Watercraft Group. “Working with Whereoware allowed us to tap into the latest technology and development platforms, along with a world class design and UX team, to bring our products to life in way that replicates the fun and excitement our customers have on the water.”
About Yamaha WaterCraft Group
Yamaha WaterCraft Group, a division of Yamaha Motor Corporation, U.S.A., is responsible for the sales, marketing and distribution of Yamaha WaveRunners and Boats in the United States. For more information, visit www.YamahaWaveRunners.com and www.YamahaBoats.com.