Dream Yatch
Sales & Ownership
Dream Yacht Sales is the yacht sales division of Dream Yacht Group, the world’s largest yacht management and charter company. Its offer combines the sale of new and pre-owned yachts with a range of ownership programmes that allow owners to generate charter income whilst not on board.
With a fleet of over 60 models across 7 premium brands, including Lagoon, Bali, Fountaine Pajot and Jeanneau, and a presence in destinations worldwide, Dream Yacht Sales serves a discerning buyer profile facing one of the most complex and high-value purchasing decisions in the lifestyle sector.
Goals
The Dream Yacht Sales website attracts a highly diverse traffic mix: from first-time buyers exploring entry-level options to experienced owners seeking a specific model or investment programme. With an extensive catalogue and multiple entry points: new yachts, pre-owned vessels and ownership programmes, the objective was to identify the different user profiles and reduce friction across their respective decision-making and contact processes.
Idea
The process began with a mapping of the main customer journeys according to buyer type and their stage in the decision process. From there, the most significant friction points were identified within the content architecture and conversion flows, with particular attention to how the breadth of the catalogue could hinder, rather than facilitate, progress towards contact.
Implementation
Within our analysis and strategy service area, we carried out a full digital audit of the website to assess usability, content hierarchy and the effectiveness of contact touchpoints. The outcome was a set of structural recommendations aimed at improving the user experience and strengthening the qualified lead generation process.
