BookF1 - High-performing eCommerce website | Plug and Play

BookF1 is a high performing eCommerce website with enviable Google positions. This is a classic example of where the business is the website, and the imperative to ensuring its success couldn’t be higher.


When we first engaged with Book F1 their website was over 10 years old, and it really showed. Not only was the website not responsive to mobile and tablet devices, but the design was so dated that the user journey felt clumsy.

Our job was to create a new and attractive eCommerce website that would improve purchase conversion rates, while maintaining and building on their natural SEO positions in Google.


eCommerce websites, SEO and managing risk

When working on eCommerce websites we never forget that the website is the business. Over the last 12 years, we have continually developed our methodologies and best practices to reduce and manage project risk.

Working with Book F1 was about ensuring that we built on their organic SEO positions, while at the same time making material changes to how the website is built. We had to employ all of our strategies to track, measure and test our SEO recommendations, build the best possible front-end code, and ultimately design an eCommerce website that would improve their SEO positions and their conversion rate at the same time.



  • 1x SEO specialist
  • 1x UI Designer
  • 1x UI Developer
  • 1x Illustrator
  • 1x Project Manager

Services provided

  • UX design
  • UI design
  • Front-end development
  • SEO consultancy
  • Digital marketing consultancy
  • SVG Illustration

Website features

  • eCommerce
  • Custom back-end
  • Responsive design
  • Interactive SVG maps

In-page shopping baskets

As part of our drive for Conversion Rate Optimisation (CRO) we designed an in-page shopping basket that we had seen great performance increases with on another project, City of London Gin Distillery. We took this proven concept and built on it to make the mobile experience even more streamlined, making the purchasing process easier to drive purchases.

Interactive SVG Maps

One of the key issues with the old BookF1 website was enabling the end user to see the part of the circuit they wanted to purchase tickets for, and the different levels and prices of tickets in a single place.

To overcome this we designed interactive SVG maps for each circuit. In this way you can roll-over the ticket type and it highlights the map, or you can click on the map to navigate to the ticket type.

Social proof

Over the years Book F1 had done a great job of collecting reviews about each of the locations and ticket types for each of the racing circuits. We were able to take this information and build it into the ticket selection process to provide reassurance and social proof to the end user, dramatically improving the likelihood of sale conversion.


“Plug & Play are fantastic; the team are relaxed and friendly yet organised and professional. The website they designed for us was both innovative and visually stunning.” 


ui-ux Designed for User Experience (UX)
Website refresh
Art direction
UX design
SEO Search Engine Optimisation (SEO)
e-commerce Complete E-commerce 
Transition navigation
One-page effect