Turtle Beach
A consumer journey built to win
Journey and conversion strategy for Turtle Beach, maker of the Recon 70, the best selling wireless gaming headset on the market.
- Role
- Digital experience strategy & optimization
- Industry
- Gaming hardware, Consumer electronics
- Disciplines
- Marketing, Design
Challenge
Turtle Beach held the throne in gaming audio: the Recon 70 was the market's best selling wireless gaming headset. The digital experience had to earn the same wow factor as the product, and the team needed to know which product stories, content, and proof points shoppers actually cared about.
Approach
We ran rapid opportunity testing across the website, built research backed personas and customer segments, and mapped the navigational happy paths that show how each type of gamer decides. From there we developed the content strategy and hierarchy for every segment, rational proof and emotive pull in the right order, and built custom landing pages to carry it.
Results
A personalized journey architecture for every segment of gamer, validated by consumer surveys and live testing, with conversion rate optimization running as a continuous workflow across the site.
Impact
The number one headset got a digital experience worthy of it: every kind of gamer lands on a path built for how they decide, and the brand keeps testing and learning as the lineup grows.
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