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.
Alongside the SEO the core motivation was to drive up conversion rates.
With such a successful and dominant offering in Google, BookF1 were naturally reticent about undertaking such an overhaul of their interface. The challenge here was very much about ensuring that these organic positions were only improved, while at the same time materially changing the design and front-end code.
Alongside the SEO the core motivation was to drive up conversion rates. This part of the challenge required us to look at how people felt about their purchase, eliminating emotion-based decision making barriers to purchase.