Go RVing has introduced its all-new website, the latest update for the organization in a year marked by changes for the Go RVing team. The launch comes on the heels of a brand-new partnership with a new creative agency and a new advertising campaign it calls “Go on a Real Vacation.”
According to Go RVing, the site was designed with an emphasis on the path-to-purchase mindset consumers experience from discovery, consideration and action and the navigation of the site mirrors this mindset and behavior flow. There are also several touch points to pull consumers further down into the funnel and push them into dealerships. In addition to this, the team also reexamined the purpose and value of its industry-only section of the website to provide more value to industry stakeholders.
The organization highlighted these six features of the new site:
- CONTENT JOURNEYS
In addition to more engaging content, the visual design of the site is laid out to mirror aspects of the travel and camping experiences. An interactive compass on the homepage moves with navigation and stories are told and laid out to look like journey points on a map. RV activity and benefits are categorized more clearly on the new site, pushing users to the type of information that they are most interested in seeing. And all of the video stories and blog articles have been tagged to align with targeted interest categories such as the first-timers tool kit, winter sports, affordability, the great outdoors, trip planning, expert advice, how-to’s and more.
- FIND MY RV QUIZ
One feature designed to be very interactive is the “find my RV” quiz to help people get a sense of the type of RV that meets their needs. The quiz asks for the user to select the kinds of amenities they would want to have, if they are towing or driving, how many people they are traveling with, and the level of comfort desired.
- COMPARE RVs
When new to RVing, it can be difficult for shoppers to navigate the differences between RV types. This tool is designed to make that easier for the consumer.
- TESTIMONIALS
The website has increased the number of testimonials across the site from RVers in their own words about the benefits and joy that RVing has brough into their life. The organization said that it always strives to be “authentic and give RVers the platform to amplify their own experiences.”
- LOOK INSIDE
The Go RVing team said it was surprised a few years ago to learn that many people had no idea what an RV looked like on the inside. Some people hadn’t been inside of one since they were a child, others had simply never seen the inside of one. This knowledge was one of the driving forces behind the launch of the new “look inside” section.
- RV AND PRODUCT SEARCH
Once new RVers have settled on the type of unit that they want to buy, they may not know where to begin when it comes to searching for the manufacturers of a particular type. Consumers can now search by a particular type of RV, such as travel trailer, and be served a list of all the manufacturers who make that RV from the RV Industry Association’s member database Consumers can also search for supplier and aftermarket products to make post-purchase upgrades and enhancements.
Questions relating to the new website can be directed to Sarah Neely at sneely@rvia.org.
