Ace Karts are a well-established business that have been in operation since 1994. They are Melbourne’s premiere outdoor go karting centre, braced with a 700 metre long circuit of fast flowing corners, allowing customers to drive to the limits of both kart and personal ability. The professionalism and expertise at Ace Karts provides a tailored, safe, adrenalin and fun filled experience giving customers the ultimate competitive thrill of real life racing.
Although the client's revenue had remained stable over the years, the business had reached a plateau in growth and were looking to implement a new digital strategy that would increase volume of leads, profitability, revenue and 'bums on seats' per month. My objective was to work with the development team in redesigning their website and online booking process to increase conversions, and also reinforce the value proposition of their new high-end karts, outdoor track and core brand messaging.
Redesigning the booking process
In order to align the needs of the user with the client's business objectives, it was critical that we redeveloped and optimised the existing booking process. After a period of analysis and testing, we discovered that many users were either picking up the phone or dropping out of the conversion funnel as the booking system was convoluted and disjointed. Our solution was to break out the process into three simplified areas – booking, checkout and confirmation.
Though there is always room for improvement, we set a solid foundation for the client to build upon. Since launch, there has been a 40 per cent reduction in shopping cart abandonment and a 33 per cent increase in total sales. The next steps for optimising the website will involve further testing, analysis and iteration. The website was also nominated as a national finalist in the 2016 Australian Web Awards.