Goodwood Estate | Digital Experience Platform

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.

Project Highlights

Platform Review & Optimisation

Enhanced Content Editing Experience

Omnichannel Content Delivery

Personalisation Powered by CRM

The Solution

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.

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.

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.

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.

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.

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.
Simon Gardiner, Head of Digital Product

Outcomes

Since the launch of the new website, Goodwood Estate has experienced remarkable results that highlight the success of their digital transformation. The most significant outcome has been a 35% increase in total revenue, demonstrating the substantial business impact that a modern, personalised digital experience can have. This growth in revenue directly validates the value of the changes made to the platform.

In addition to revenue growth, sitewide conversion rates increased by 54%. This improvement is largely attributed to the website’s faster performance, enhanced user journeys, and personalised content delivery made possible by the Optimizely Digital Experience Platform (DXP). These optimisations allowed Goodwood to engage their visitors more effectively, resulting in higher conversion rates across the board.

Performance improvements have also been notable. By reducing the site’s Time to First Byte (TTFB) by 60%, users now experience significantly faster load times, which has reduced bounce rates and improved engagement. Faster load times have not only led to a better user experience but also contributed to higher conversion rates by shortening the time it takes for users to move from landing on the site to completing an action, such as purchasing or signing up.

35%

Increase in Revenue

54%

Increase in Sitewide Conversions

60%

Performance Improvement