A Compass for Smooth Sailing Product Detail Pages
MarineMax
The Challenge
MarineMax, the world's largest retailer of recreational boats and yachts, offers expert guidance, service, and fun throughout the boat-buying journey. Key to this is creating a product detail page (PDP) that simplifies decisions at every buying stage. Known for attracting diverse buyers, from lake-bound wakeboarders to Miami yacht owners, MarineMax needed to refresh its digital commerce experience to drive better PDP engagement.
Verndale identified MarineMax's challenges: a subpar mobile experience, content misaligned with the buyer's journey, and too many calls to action (CTAs). A digital shift was needed to simplify the purchase process and provide early-stage buyers with the support they needed.
The Solution
We spent some time in our customers' boat shoes, conducting a Customer Needs Assessment to understand how customers shop for boats. The main insight? The PDP delivered the right information in the wrong way for a digital audience. This analysis led to design and UX improvements, prioritizing critical information for bottom-of-the-funnel (BOTF) conversions. Our audience research emphasized the need for consolidated info and clear CTAs. We also integrated promotional tools like a boat financing calculator for transparent pricing.
We corrected site design inconsistencies by aligning the PDP with the broader design system for a coherent visual experience. Navigation was simplified to ensure easy access to relevant CTAs and next steps.
To support ongoing optimization, we implemented smart product recommendations using machine learning, A/B testing for CTAs, content optimization for search, and improved internal linking strategies. Sitecore's Forms and XP Personalization tools allowed for dynamic, personalized content, while Sitecore Managed Cloud provided scalability to handle complex scenarios.
The Outcome
We delivered a seamless user experience for boat buyers on the web and mobile. Early results showed a 104% increase in PDP engagement despite declining sales in the broader market. Key improvements included streamlined pricing displays, transparent forms, and clear financing options, with sticky navigation ensuring a smooth journey throughout the page. Notably, PDP views surged by 83%, and views per session grew by 88%, indicating visitors were now exploring over three product pages per session, compared to fewer than two the previous year.
Increase in PDP Engagement
Surge in Page Views
Growth in Views Per Session
How We Got It Done
Solutions
Technologies
Algolia
Success Stories
Aspen Snowmass
Sitecore
Panera Bread
Sitecore
Get in Touch
Allen Schweitzer
Chief Revenue Officer