The Jockey Club leverages Optimizely and docraft to optimize checkout, personalize experiences, and improve customer engagement through experimentation.
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The Jockey Club uses two-week sprint cycles and tools like Jira to manage projects, working closely with agency dotcraft to prioritize and release updates efficiently.
Analytics and testing are central to decision-making, with a focus on monitoring performance, conversion rates, and refining testing plans for continuous improvement.
With 365 days of events, the team ensures seamless website and app performance to drive ticket sales and maintain user experience.
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The Jockey Club consolidated 26 websites into one centralized CMS, streamlining operations and improving customer experience.
Every project focuses on solving customer problems, from native checkouts to site rebrands, ensuring a seamless journey.
Working closely with agency dotcraft, the team delivers impactful projects, blending long hours with rewarding results.
What I love with product is you're always putting the customer first. Everything you're doing is looking at what is a problem for the customer, how do we solve it?
Sarah Haynes - Head of Digital Product, The Jockey Club
Key Points:
The Jockey Club previously managed 26 separate websites, leading to inconsistent branding, resource inefficiencies, and a lack of unified analytics.
They consolidated all websites into one "mothership" platform, enabling cross-selling opportunities and a seamless customer experience.
Launched 14 new apps to complement the website, ensuring a consistent and enhanced experience from pre-race planning to on-course engagement.
We call it the big mothership website... it gave you a chance to cross-sell. If someone wanted to go racing, you’re not pushing them down one way—now they have different options.
Sarah Haynes - The Jockey Club
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Experimentation helps us test in real time, so when we launch new experiences, we have confidence they’ll succeed.
Sarah Haynes - The Jockey Club
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We’re not just launching projects—we’re continuously testing, optimizing, and improving with every release.
Sarah Haynes – The Jockey Club
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The Jockey Club team has laid a strong foundation by optimizing the checkout experience and now plans to take Personalization to the next level. By integrating a third-party tool that syncs customer data with Optimizely’s experimentation platform, they can deliver more tailored experiences based on user behavior and preferences.
Sarah's key advice for digital optimization success: