GPE iPhone 2 GPE iPhone 1

Grand Prix Events

A 111% increase in eCommerce conversion rate for a leading ticket retailer.

Grand Prix Events is an established online retailer that sells tickets in the luxury sports sector. Building on their wealth of experience in eCommerce, they recognised the need to develop a new website that would increase their revenue. They needed to develop their organic keyword positions in search engines and improve their online conversion rate.

Lead time:
12 months
Events / Tickets
Target Type:
B2C and B2B
Wealthy Consumers / Hospitality
Website Goal:
Sell Tickets
eCommerce Web Design, Digital Marketing, Brand
UK Digital Growth Awards - eCommerce Site Of The Year Nomination
  • Custom Design
  • SVG Interactive Maps
  • WooCommerce
  • WordPress
  • Varnish Cache
  • Global CDN Management
  • IP Location Detection
  • Multi-currency
  • Xero Integration
  • Content Migration
  • Ongoing support
  • 1x Marketing Strategist
  • 1x Digital Marketing Specialist
  • 2x Website Designers
  • 1x Brand Designer
  • 2x Front-End Programmers
  • 2x Back-End Programmers
  • 1x Project Manager
  • 2x Quality Assurance Testers

Post-launch website results

We focused on streamlining the user journey and implemented designs that reassured visitors through the conversion funnel. This resulted in significant improvements to engagement, eCommerce conversion rate and revenue.

+ 1 22 %
Increase in revenue as tracked by Google Analytics 6 months following launch.
+ 1 111 %
Increase in eCommerce conversion rate of visitors to paying customers as tracked in Google Analytics 6 months following launch.
- 1 16 %
Reduction in bounce rate as tracked by Google Analytics 6 months following launch.
mobile screenshot of the grand prix events homepage f1 tickets megamenu on a phone event information article for the Bahrain grand prix

Our approach

Our new design focused on high quality imagery that illustrated the excitement of attending a Grand Prix. Custom circuit maps help users understand where a seat is located, and image galleries on the product pages show users the view from each seat.


desktop view of the grand prix events homepage

Location detection

Depending on where you are in the world the website can automatically detect your location and supply the ticket prices in your localised currency.

The grand prix events megamenu

Xero integration

To streamline operations the website is seamlessly connected to Xero, the accountancy software. This enables orders and invoices to be raised automatically, cutting down on back-office admin work.

screen shot of the ticket page for the Australian grand prix


The website takes sales in 4 currencies, with each Grand Prix having its own base currency in the back-end.

Club Corner (Block 1 &2) ticket page for the British Grand Prix

Conversion rate focus

The website has been designed to massively increase the online conversion rate. We saw large increases in visitor to purchasing rates following launch.

Search engine optimisation

A key consideration for the launch of the new Grand Prix Events website was SEO. Increasing search visibility in Google and improving rankings for key search terms is the first step in increasing online conversions, so we undertook a detailed SEO review of the website; optimising urls, on page content and meta titles and descriptions as well as implementing a comprehensive 301 strategy before launch.

A break down of design elements of the Grand Prix Events website

Our SEO research showed us that users were most likely to search for race specific keywords such as ‘British Grand Prix tickets’ or ‘Tickets to the Australian GP’ so we knew it was likely that users would land directly on a specific Grand Prix page, rather than the Homepage. With this in mind, each race has its own section of the website, containing useful information about attending the event and a variety of different ticket and package options. A secondary navigation allows users to navigate easily through each of the pages relevant to the race they’re interested in.

A f1 driver in their car
mobile view of the International Pits Straight (Block 1-3) product page

Developing the brand

Our brief was to develop a subtle evolution of the brand that would still be instantly recognisable by Grand Prix Events’ existing client base. We focused on refining what was already there, making the form and shape of their device more unique and distinct.

Find out more

Grand Prix Events full sized logo

Brand Guidelines

Daniel Bois, Grand Prix Events

“Plug & Play understood our vision of creating an industry leading online platform to promote sports hospitality and event ticket sales. From start to finish they were always on hand to support us throughout. Deadlines and the proposed budget were met. I would highly recommend working with the Plug & Play team of experts.”

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