The Prompt
Understanding the Need
for Innovation
Understanding Unique Challenges
Secondary research
In the second phase, we shifted focus to direct engagement with drivers, engineers, and fans. By gathering insights from over 30 survey responses and conducting field studies at the Indianapolis Motor Speedway.
Literature reviews
Literature reviews revealed that digital engagement and sponsorship in motorsports are shaped by evolving fan expectations, the growing importance of real-time data, and the need for tailored B2B and B2C experiences.
70% ↑
Over 70% organizations cite B2B sponsorships are essential for stability.
International Journal of Sports Marketing and Sponsorship
26% ↑
Sponsorship deals rose 26%, mainly American companies.
International Journal of Creative Research Thoughts
61% ↑
61% of F1 fans engage daily with digital content.
How Formula One racing embraced digital and social media to engage fans
Clear navigation, CTAs boost B2B lead conversion.
B2B Website Usability for Converting Users into Leads and Customers
Competitive Benchmarking & Opportunity Discovery
To uncover the most effective SEO keywords and maximize conversion funnels on the busiest pages of leading motorsport websites, and we identified Mercedes AMG F1 strategically performed better. We conducted a competitor analysis using SEMrush to gain insights. This targeted approach helps us stay competitive and drive significant traffic to our platforms.
Insights revealed major keyword gaps, traffic sources, and user flow bottlenecks, directly informing the content and SEO strategy for CODE19 Racing.
Key Opportunities Identified
How might we provide users with real-time information about races, technical data, and their surroundings so they feel more secure and engaged ?
How might we design persona-driven user flows and content that cater to the unique needs of fans (B2C), sponsors/partners (B2B), engineers, and drivers for improved engagement and satisfaction ?
How can we develop a bold, motorsports-inspired visual identity to enhance brand recognition and emotional connection across all digital touchpoints ?
How can we better structure content to provide users with value, such as live insights, behind-the-scenes content, or social engagement?
We mapped out three distinct user flows explicitly tailored for each group: one dedicated to showcasing opportunities for B2B and B2C users and fans. We utilized a card sorting method to arrange the paths intuitively, ensuring that all users could effortlessly locate the information they needed.
The website's information architecture was established based on user flows. This involved defining content structure, organization, and labeling to ensure intuitive navigation and optimal user experience. The approach prioritized a flat hierarchy to reduce the number of clicks needed to access key information.
Mapped SEMrush findings to actionable insights and crafted content around priority SEO keywords. Focused on streamlining navigation, clarifying technical stats for sponsors, and enhancing engagement features for fans, all built to address gaps among diverse user groups
Once the information architecture was finalized, we developed a sitemap. This visual representation of the website's structure mapped out all pages and their relationships, providing a blueprint for content placement and navigation design. The sitemap served as a critical tool for ensuring comprehensive coverage of all content areas and a logical flow between sections.
Implementation & Outcome
Immediately following the December launch of the redesigned CODE19.AI website, overall new visitor sessions spiked dramatically peaking at over 1.5K sessions in December alone, with sustained interest in subsequent months. This indicates that our launch campaign and SEO-driven architecture successfully attracted and retained user attention.
Direct and organic search traffic consistently delivered the highest engagement, as measured by session duration (direct: 3.6 minutes, organic: 96 seconds) and page views per session (2.92 and 2.02, respectively). These metrics show that core motor-racing audiences found the revamped content and features relevant and compelling.
[Impact]
350K ↑
// Investment
Increased seed funding from $150K to $500K by elevating digital brand presence and credibility.
1,500+ ↑
// Engagement
Surpassed 1,500 new monthly sessions, driven by improved SEO and optimized direct engagement channels.
3.6 min ↑
-36% % ↓
// Bounce Rate
Bounce rates improved significantly for organic traffic (down to 58.5%)
Analysis
Limitations & key takeaways