The Question:
Since building their website in 2010 Haydock Park had an increasing amount of mobile traffic to their site, in early 2012 mobile traffic regularly made up a third of all traffic to the site. This increased dramatically the day before and day of a raceday, with visitors searching for specific content related to the venue and races. Could we create a solution that created a better customer experience when looking specific content on the site?
The Answer:
We recommended creating a mobile specific site for Haydock Park that shared CMS with the desktop site so there was no need to content manage two sites. Using analytics we identified the key pages that were regularly being accessed from a mobile and created a new mobile layout that made these key pages and features more accessible. We also explored additional features to ensure Haydock Park can engage with the mobile user.
The Result:
The mobile site was live in time for one of Haydock Park’s big meetings of the year, the Betfair Chase. During its first three months, compared to the previous three months, the bounce rate decreased by 9 per cent, page views increased by over 10 percent and mobile traffic has increased by nearly 12 percent with 26,000 visitors alone using the mobile site. The mobile site landing page carries Haydock Park’s twitter feed encouraging users to interact using social media and mobile specific promotional spotlights enable Haydock to promote specific offers to customers at the course.
“We are delighted with the result of the new mobile site. After listening to what our customers were saying to us, we then consulted with Access who came up with a solution for us.
“We are already receiving a lot of very positive feedback from our customers, who tell us that they now have the information that they want appearing more prominently, which is improving their experience of using the website.”
Diane Glover, Marketing Executive at Haydock Park
