How We Delivered a Boat-Selling Website for Trade A Boat (Case Study)

Australians are known for their outdoor culture, with different activities, including boating. Selling and buying boats in Australia is as common as using surfing equipment. The marine industry’s turnover in Australia reached $10.12 billion in 2023–2024 and shows strong growth potential driven by widespread demand for boats and marine equipment.

That’s why we understood how important it was to build a boat-selling marketplace when Trade A Boat turned to us with their project. As a leader in the Australian market, Trade A Boat required a team that could deliver solutions tailored to their unique needs, having progressed beyond the minimum viable product stage. Website already had engaged a significant user base and was providing Australians’ favorite magazine, named Trade A Boat, for over 40 years.

In this article, we uncover how we redesigned this online marketplace for boats in Australia. We demonstrate how our team developed a new web solution and the challenges we encountered before delivering tangible results to this versatile platform through our marketplace website development services.

Project overview and business challenges

Trade A Boat is a popular, Australia-based online marketplace. On this platform, dealers, private sellers, and buyers can sell or purchase new or used boats and marine equipment. Moreover, visitors can find news and exciting information about the world of boating in Trade A Boat Magazine.

When our client turned to us, they had an idea to refine their existing boat marketplace solution. Their main goal was to achieve better results in business.

Now, let's see what the client’s challenges were:

• Conduct redesign of the existing solution and create a new website to make the boat selling website visually engaging.
• Optimize the boat marketplace for mobile devices.
• Increase private listings submissions.
• Generate more leads for advertisers.
• Maintain third-party integrations with service providers and dealer inventory management systems.

To sum up, our main task was to improve the efficiency of the website’s systems and, as a result, attract more leads to the online boat shop. Thanks to the ideal balance of technology and UX design Codica’s experts assisted in implementing the client’s requirements.

The main idea of our project was to refresh the existing web solution to generate more leads to the site and grow our business. The Codica team quickly and efficiently created our new website, maintained third-party integrations, and made the solution mobile-friendly.

Results achieved

Our team delivered the value below through effective and results-driven work.

• Thanks to the PWA development, we launched a fast-loading web solution with extensive functionality. Following our implementation, the platform experienced a 480% increase in lead generation.
• We created a fresh and user-friendly UI and UX design for the boat selling website.
• We arranged data synchronization between the online boating marketplace and the CDS platform. Thus, the various dealers' CMS/CRM inventory management systems were connected throughout Australia.
• Eventually, we customized the function of selecting various payable packages to promote listings. In such a way, we increased sales for dealers and private sellers.

During the work on the project, Codica's experts showed great communication skills and a high level of professionalism. They performed the work with high quality, taking into account all our requirements, and delivered the solution within the agreed time frame.

Below you can watch a short overview of how the web solution we delivered works.

Now, let’s discuss how we leveraged modern technologies to redesign and optimize this website for selling boats and how we delivered a new solution that boosted our client’s business. Scroll down to discover the inside story of this solution, which is a prominent presence in the Australian market.

Platform features delivered

Created the promotional packages

We created the option to choose advertising packages for dealers and private vendors. In such a way, the client aimed to assist them in promoting their listings. Without any doubt, the right promotion strategy helps attract purchasers and increase sales. Now, sellers and dealers can get unlimited listings or updates by choosing a suitable package, and many other services.

Included third-party integrations

We provided integrations with third-party services such as the CDS platform. Thus, the online marketplace for boats can receive listings from dealers all over Australia.

Thanks to these integrations, the Trade A Boat website increased user engagement and the number of listings.

Made a clean dashboard for advertisers

We made a clean-looking dashboard that would show advertisers all the collected data on their listings. So, they can see the number of views, users’ inquiries, and sales numbers.

With the help of these statistics, advertisers can correct their marketing strategies.

Created a user-friendly search

We made the search filters more structured, and convenient. Now, users can find what they’re looking for in a shorter time.

This update helped improve user satisfaction while searching on the marketplace boats website.

Arranged a convenient product card

The product card contains all the necessary data about the product. So, users can easily access any details they might need. We enhanced the product card with information about location, product category, etc.

Also, each category on the boat sales marketplace got an icon. Such an improvement increases readability, visual acceptability, and brings better user experience.

Simplified the process of ad creation

We have divided the process of adding product listings to the website into steps. To make an ad, the seller fills in all information about the good, adds a description, then photographs of the item, etc.

Engineered an advanced admin panel

To ensure that all processes are performed efficiently behind the scenes, our team designed a comprehensive admin panel. Thus, website admins can orchestrate and manage the platform's flows, from managing sellers and listings to analytics, marketing tools, and payment transaction control. It is a handy tool to keep processes aligned with the marketplace’s policies and to understand user needs better.

Product discovery sessions

Project discovery phase for Trade A Boat

The product discovery phase is the initial stage of marketplace website development. This stage helps analyze the client's business challenges and suggest the most suitable ways to solve them.

At Codica, we always start with the product discovery phase and don't move on to the development stage until we get answers to the basic questions:

• Who is the end-user of the product?
• What are users’ problems and pain points?
• What is the value proposition of the product?
• How can the product meet the needs of users?

This is exactly how we worked on the Trade a Boat project.

At first, we got to know the client of the Trade A Boat project and their goals. The main one was to implement a new web solution to make it successful and viable.

Then, we discussed the customer's existing business processes and the concept of a future marketplace for boats. Our team provided research on the target audience of our client's business and conducted competitive market analysis.

Also, we had a meeting to formulate solutions to business problems. After determining the scope of work, we set deadlines and priorities in the working process. Furthermore, our team distributed the appointments of specialists involved in the custom marketplace development process.

The discovery process is a crucial step. The quality of this stage determines further marketplace development. A properly conducted discovery phase assists to work out possible risks and reduce the level of problems in the future.

Prototype development

One of the results of product discovery discussions between the client and the team is the development of prototypes. These are layouts of your solution’s features. Prototypes provide an overview of how your solution will function. They are designed as schematic layouts and, at the same time, provide a valuable outline of the user flow, pages, buttons, and other parts of your solution.

The prototypes for Trade A Boat delivered a clear presentation of the new features, look, and feel of the redesigned and optimized PWA. For example, the prototypes below show the home page and the new organization of product listings.

Tech stack we used for website development

We used the core tech stack of Ruby on Rails, React, PostgreSQL, and AWS when working on this online marketplace for boats. Below we will briefly clarify why we chose such a tech stack.

Ruby on Rails: At Codica, everyone is a fan of this framework, and for a very good reason. The speed of developing projects with RoR is 30-40 percent higher in relation to any other framework. Ruby on Rails can be used to solve various problems, such as to create an online marketplace.

For example, RoR can assist in developing an MVP (Minimum Viable Product) for a startup. In this case, the speed of creation and a simplified, secure framework is paramount. Thus, Ruby on Rails will help you quickly create a product with basic features set and test it to get a more functional product based on it in the future.

React: We chose React to quickly create a complex enterprise application. It enables the development of a top-quality interactive user interface. Notably, React apps are also easier to scale compared with Vue apps.

PostgreSQL: We use PostgreSQL because it is a perfect tool for integrating with other tools. It handles data integrity and complex operations with ease.

AWS: Amazon Storage Service is the object storage designed to store and retrieve any amount of data from anywhere on the network. It is a storage service that features the highest reliability, performance, and unlimited scalability at a very low cost. Furthermore, AWS allows developers to focus on innovation without worrying about storing the data.

Also, for building a reliable and fast web solution, we used such additional integrations:

• Stripe
• CDS
• HemaX
• GitLab
• Sentry
• HubSpot

Codica’s development process

The peculiarity of this project is that we did not start from scratch. The client’s request was to improve the existing platform, which was already far from MVP. The fully-fledged solution needed redesign and optimization to handle current processes on the platform and make it more enjoyable for users. Thus, redesign and optimization made the backbone of our technical involvement in the project.

Infrastructure setup and DevOps

DevOps engineers support any project at Codica. They provide initial infrastructure setup, accompany development, and support the project if the client needs it.

These preparations and development organization are necessary to ensure that the whole process is optimized, transparent, controlled, and cost-effective. Proven methods and top-notch tools are what help our team not only optimize development but also ensure it is tailored to your unique requirements.

Website redesign

Undoubtedly, one indicator of successful design is customer satisfaction with the product or service. Of course, people will leave a web page if they do not find the information they need or consider the design annoying.

So, what are the signs that you need to create a new web solution or redesign an existing one?

• The website is not displayed correctly on different devices;
• Most website visitors do not transform into leads;
• The resource is poorly promoted in search engines;
• Website navigation is confusing, and software modules are difficult to maintain;
• The platform has not been updated for a considerable time and is obsolete.

It is not enough to create an online marketplace once and forever. Eventually, any business needs to redesign its website. Technology is developing rapidly, so any website can become obsolete. A cumbersome structure, limited functionality, an outdated design, a disconnect from branding, and slow loading speed cause users to leave the page. Therefore, they may choose the more modern competitors.

Regarding our boat marketplace project, the client also encountered a design issue with the platform's previous version. Codica’s experts conducted a high-quality redesign of the existing web solution. This helped create a new website design that increased user engagement and lead volume.

We updated the dashboard, customizations, and calls to action to make it look neat and understandable. Thus, we enhanced user involvement due to the platform's more engaging and seamless user experience. To sum it up, we delivered an intuitive and user-friendly interface to the client's request.

In terms of colors we selected turquoise hues, like Payne’s Gray and Moonstone. They appear in graphical elements, such as buttons, lists, and price titles. We complemented these colors with Alice Blue and Isabelline used for backgrounds in pages and page elements.

Website optimization

Of course, a well-optimized site is a good sales channel that constantly attracts targeted visitors interested in your product or service.

Regarding the Trade A Boat project, we advised our client on PWA implementation, which enabled us to develop a fast and mobile-friendly solution in a short timeframe. This also helped achieve the main goal: improving the SEO rankings and website conversion rates.

PWA (Progressive Web Application) is a web development technology that visibly and functionally converts a website into a web application. In the desktop browser, the PWA remains an ordinary site. And when a user opens it in a mobile browser, the progressive web app works as a combination of a website and a mobile app. Thus, progressive web application development services combine the benefits of mobile and web development.

Developing a PWA for Trade A Boat has improved user experience and improved the page load speed by several times. Now, users don't need to install or update the online boat store app. They can use PWA of the boat selling website in Australia even with a low Internet connection via mobile devices.

Also, we conducted search engine optimization (SEO) to make the online boat store more noticeable on the web. Thanks to improving the website’s Core Web Vitals indicators, we have provided more opportunities for rankings growth.

Let's take a look at the main advantages of PWA development for Trade A Boat:

• The application sends push notifications to users to simplify the process of alerting them about forthcoming events or sales. It is a good tool for customer retention and attraction;
• Developing and maintaining a progressive web app is much cheaper for our client than a mobile version;
• Thanks to the cache loading, PWA works faster than a website or mobile app, even with a slow Internet connection. So, it is an opportunity for instant interaction with visitors;
• Users don’t need to download the app from GooglePlay or the AppStore because it can be installed directly when they access the online boating store on a mobile device.
• The download file size is about 1 MB, which is much smaller than the size of the mobile version. So, a progressive web app will take less space on your device compared to mobile apps.

Quality assurance

All the functionality must work right when delivering the completed product to the client. So, when it comes to tech testing and support, our customers receive the highest quality service that they have come to anticipate from the QA testing company.

Support and maintenance

Also, we provide maintenance and support services after the marketplace website development to help our clients grow their business and scale. When our customer needs to implement additional features to their Trade A Boat project, the Codica team will be glad to help.

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Why choose Codica for website redesign

What distinguishes our company and what our clients note about us is our commitment to taking care of each project, considering the unique needs of each client.

Each company provides exceptional value to their customers. Whether building from scratch or providing improvements, such as website redesign services, our task is to deliver that value to users with modern technologies. At the same time, we preserve what needs to be kept if a company comes to us with a request for enhancements.

In the case of Trade A Boat, it is rewarding that this prominent Australian marketplace received the necessary optimization and redesign. Now it delights its customers even better than before.

Celso Prado whose responsibility was to bring a new life to the website, shares his experience of working with Codica in this concise video. We are thankful to Celso for his warm feedback. It inspires us to build, redesign, optimize, and innovate as our clients need.

Summing up

In our case study, you can find more information about this boat marketplace development.

To get the web solution of highest quality, it is necessary to take into account all the stages of a website's development: planning, analysis, target audience definition, programming, testing, and optimization.

For the technical implementation of a successful project, you need qualified specialists who are fully immersed in the work. We recommend hiring a custom marketplace development company with the corresponding expertise, portfolio, and resources to build a profitable web product.

If you already have an idea and are seeking a reliable online marketplace development company, please don't hesitate to contact us. We will discuss your task and offer the most optimal solution, along with ways to implement it.