Using Content and Commerce to put the UK at the heart of motorsport

Following on from our initial successes with responsive email for Ginetta, conversations turned to how we could improve the overall Ginetta experience online.

Through initial conversations with the client we identified that the brand’s existing web presence was sub-optimal, being made up of two properties – a .com website with a bespoke CMS that was built by the internal team, and a Shopify store hosted on a separate domain.

What did RetroFuzz find?

We did two pieces of work in order to clearly understand the context within which we were working. Firstly, we conducted desk interviews with the internal Ginetta team to uncover further detail around how they used the CMS. This led us to identify several critical areas for improvement within the CMS, particularly around how to integrate multiple content editors, uploading race results and also building a system within which Ginetta drivers could complete their own profiles online.

Secondly, we sent a survey to Ginetta’s mailing list subscribers containing broad questions around why and how often they visit the site, alongside some key demographic data.

This piece of work helped us confirm that the client was correct in their assertion about customers being confused by the overall information architecture and multi-platform nature of the existing website. We also verified this finding by analysing the Google Analytics behavioural data and found that only around 13% of traffic from the .com website was finding its way through to the Shopify store, representing a huge missed revenue opportunity for the brand.

What was the outcome?

Following the launch of the new website, Ginetta are on track to achieve a 413% increase in transactions, a 346% improvement in conversion rate and 603% increase in revenues within 12 months of the new website launching. We’ve also received glowing reports from Ginetta’s internal administrative team praising the ease-of-use of the Craft Commerce platform and noting, in particular, the amount of time they are saving on website updates.

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