The Ascot Racecourse website was celebrated in the 2018 Racecourse Association (RCA) Showcase Awards, as Ascot won the Mobile First Performance Award in the Digital & Social Media Excellence category. Ascot collaborated with e3creative to design, develop, optimise and strategically release their revamped brand website. The new website was launched in April 2018 during the peak sales period of Royal Ascot and performed exceptionally well on all platforms, especially mobile.
With digital becoming increasingly mobile-led, it was essential to create a website that presents the Ascot brand in a visually impactful way. Massive lifestyle images were used throughout to relay the ambience and flare of attending Ascot races and events. Due to the sheer size and amount of images, the team optimised the code and files extensively for speed and performance, ensuring it is fully responsive and performs flawlessly across all devices. In taking a robust mobile-first approach, the UX and CRO teams worked closely with Ascot to audit and condense their online information from thousands to hundreds of pages and structured the sitemap to tailor to audience personas. Crucial information was brought to the forefront and user-journeys became personalised with a ‘Plan Your Day’ section, arranging content for specific customers to discover and enjoy.
In the design, Ascot moved away from a top-heavy ‘mega-nav’ to a mobile friendly ‘hamburger’ menu with an expandable secondary bottom navigation for users to search for racedays. The website modules were designed for mobile users and include more prominent call to actions. Extensive user testing was carried out with focus-groups with equal weight given to mobile and desktop usage prior to launch.
In addition to winning this competitive industry award, the new Ascot website has proven positive results in captivating a larger audience with the average session duration on mobile increased by 26% year-on-year and transactions on mobile has increased 54% year-on-year.