Leading karting brand powers European expansion with new sites
THE CHALLENGE
TeamSport are the UK’s leading and number one indoor karting company, providing indoor karting experiences throughout the UK and Europe including electric led tracks, whilst driving to expand their business into multiple and much larger tracks.
The client’s complex product offering meant we needed to create a plan that would support continued growth for their tracks in the UK while also future-proofing further country expansions with a focus on optimising and improving the customer booking journey.
Our objective was to first create the UK website, which would then form the base for two new sites for Germany and the Netherlands, while also making UX and UI improvements to the European sites’ booking systems in a bid to increase conversions.
THE IMPACT
Our proposal involved replatforming and migrating TeamSport from a Umbraco legacy system to Prismic, a scalable platform that would support business growth while simplifying team operations. This project occurred in two phases over the course of a year.
Phase 1: Replatforming from Umbraco to Prismic
Enhanced web vital scores
Refreshed site navigation and booking journey design
Integrated with a ticketing system to enable live pricing and availability
Improved content management through component-based pages, enabling the client to self-serve.
Phase 2: Site Optimisations
Introduced a new site navigator for country selection
Added a booking widget for a smoother user experience
Implemented sub-navigation functionality for better site organisation
Leveraged Prismic's regionalisation to manage content across three distinct sites (UK, Netherlands, Germany)
Restructured location pages to reflect varied offerings across Europe
“TeamSport has worked with LAB for many years, relying on them as a consistently professional and knowledgeable partner. During our most recent company expansion, LAB played a pivotal role in seamlessly integrating our rapidly growing European locations with our well-established UK business. By unifying these regions under a single codebase, we have significantly enhanced our scalability, improved our user experience, and boosted overall productivity. We highly recommend LAB to anyone seeking an enterprise-level web developer. We value our ongoing partnership with Lab as we continue to grow and evolve together.”
Tom Francis , Ecommerce Manager - TeamSport
The Results
By working in collaboration with Reflect Digital on the migration, we were able to drive significant results for the client, since the migration including:
Germany
CLICKS INCREASED BY 183% YOY
IMPRESSIONS INCREASED BY 130% YOY
AVG. POSITION HAS IMPROVED BY 4 PLACES YOY
CVR HAS IMPROVED BY 305% YOY
The Netherlands
CLICKS INCREASED BY 391% YOY
IMPRESSIONS HAVE INCREASED BY 1289% YOY
AVG. POSITION HAS IMPROVED BY 2 PLACES YOY
UK’s existing site
CLICKS HAVE INCREASED 16.69% YOY
IMPRESSIONS HAVE INCREASED 6.56% YOY
ORGANIC REVENUE HAS INCREASED BY 40.94% YOY
SITEWIDE ORGANIC VISIBILITY HAS INCREASED BY 42% SINCE THE NEW SITE LAUNCH, DESPITE NUMEROUS GOOGLE UPDATES
