Name: Simon Gardiner, Head of Digital Product
Author: Simon Gardiner, Head of Digital Product

At a glance

Client: Goodwood
Industry / Sector: Hospitality & Events
Timeline: June 2024–June 2025
Platform / Tech: Optimizely
Key result: +35% Revenue

The challenge

Goodwood Estate’s original website, built on Optimizely 11, played a crucial role in supporting their digital strategy over the years. However, as digital trends advanced and user expectations grew, it was time to evolve the platform to meet the estate's expanding needs. With increasing content complexity and the need for enhanced omnichannel capabilities, Goodwood embarked on a digital transformation to modernise the platform and ensure it remained future-ready and responsive to user demands.

Our Approach

1.
Review & Define

Dotcraft began with a comprehensive review of the existing Optimizely platform, identifying areas for optimisation. The upgrade to Optimizely DXP improved scalability, performance, and personalisation, ensuring the platform could support Goodwood’s growing digital needs and future ambitions.
2.
Easy image editing and integration

To empower Goodwood’s content team, Dotcraft implemented its Media Management extension, enabling easy image editing and integration with platforms such as Vimeo, Brightcove, and YouTube. This simplified the management of video content and enhanced the team’s workflow efficiency.
3.
Discoverability & personalisation

Dotcraft introduced a sophisticated tagging and metadata system to boost content discoverability and support personalisation. This helped deliver more relevant and engaging content to visitors, improving the overall user experience.
4.
Headless architecture

The platform’s headless architecture was leveraged to ensure seamless omnichannel content delivery, allowing Goodwood to distribute content consistently across the website, mobile app, and third-party platforms, ensuring a unified digital experience.
5.
Content Migration

Finally, with over 15,000 content items to migrate, Dotcraft used a custom migration framework to ensure a smooth transition to the new platform. Along the way, content was optimised for SEO and performance, improving discoverability and ensuring that the site operated at peak efficiency.

Solution Highlights

E-commerce ticketing

Delivering a new e-commerce ticketing platform integration
Site search

Implementing a powerful and intuitive global site search
UI Library

Building a versatile library of UI components and features
SEO performance

Re-architecting the website navigation structure improving SEO performance

Results & Impact

35%

Increase in revenue
54%

Increase in sitewide conversions
60%

Performance improvment

A note from Goodwood

Our agency partner, Dotcraft, has been with us since the beginning. Dotcraft is an amazing agency with incredibly passionate people who have done outstanding work for us over the years. Their expertise and dedication have been invaluable in ensuring we are comfortable and successful using Optimizely.