Silverstone
Silverstone's new website launched in September 2009. It epitomises the proactive and innovative values of the brand and provides a strong platform for on-going digital activity. Motorsport fans are met with a seamless user experience and rich, engaging content to support their passion, including impactful imagery, lots of video and a real-time newsfeed.
The launch of the new site resulted in:
- 136% increase in driving experience digital revenue YoY
- Annualised return on Investment of 211% on Driving Experience sales alone.
- Overall £4.5M additional digital revenue
- Visits increased by 62% YoY
- Organic traffic increased by 43%
- Website conversion rate increased by 71%
Together with the Silverstone marketing and commercial teams, we have set clear objectives to measure the performance of the site over the next 12 months. These include brand recognition, conversion rates, measurement of quality returning visitors through SEO and PPC and on-site metrics such as bounce rates and time on site. Affiliate marketing will also be a key revenue generator and the new site will aim to provide an industry leading EPC (earnings per click) benchmark for Silverstone's valuable affiliate partners.
A robust, flexible and well-supported CMS, EPiServer CMS5, allows the marketing team to update the site easily, ensuring up-to-date content on a daily basis and reducing site maintenance costs.
We are really excited about Silverstone's digital future. Thanks to the Silverstone team for the opportunity, you have been a pleasure to work with.
"Silverstone enjoyed working with the team at Yucca and found their dedication and experience a great asset. This has given us a great platform to build upon as the business grows and we look forward to developing the site further in 2010."
Katie Tyler, Head of Communications
"[The] website has a crisp, stylish design which captures the excitement of motorsport...the site does an effective job of keeping you there...it performs strongly and delivers on all fronts."
New Media Age ‘Site Of The Week’, February 2010
Take a look at the site: www.silverstone.co.uk
