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