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The Jockey Club

A Digital Experience Platform rich in features and functionality that delivers on The Jockey Club’s strategy of engaging fans and attracting new audiences.
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The Jockey Club were looking for a partner to help them leverage their investment in the Optimizely DXP product with the goal of introducing new features, increasing onsite conversion, and improving the online customer journey throughout the purchase funnel.   

Getting Appointed

We were appointed to the account by The Jockey Club following a competitive pitch. Our first task was to complete the handover of all intellectual property from the previous supplier so that our development team got up to speed quickly. Following this initial project, we embarked on several subsequent significant pieces of work for The Jockey Club.

Working with Dotcraft over the past 18 months has been a great partnership. Working in an agile way has meant a number of significant web projects have been launched, quickly, collaboratively and successfully. We have seen significant improvements in our websites user experience, technical performance and key digital KPI’s of conversion and revenue.

Sarah Haynes, Digital Product Owner

Recent Highlights


Delivering a new e-commerce ticketing platform integration

Group 436

Implementing a powerful and intuitive global site search

Group 437

Building a versatile library of UI components and features

Group 438

Re-architecting the website navigation structure improving SEO performance

Part of 360 brand refresh

As part of their growth strategy and commitment to modernising the brand, The Jockey Club recently undertook a comprehensive brand identity refresh. We recently rolled out the new visual elements across both the core web platform and 15 racecourse sites.

The Jockey Club Homepage Mobile
The Jockey Club Racecourse Mobile
The Jockey Club Festival Hub Mobile

Our Process

We partner closely with the digital team at The Jockey Club - working within a collaborative, agile framework that allows us to deliver and iterate on features quickly.

The work covers the full development lifecycle, from helping to define requirements that will deliver real business value to then taking these into UX design and technical development.

As part of our service, we work closely with The Jockey Club’s roster of 3rd party suppliers. For the ticketing platform development - the first Optimizely integration of the Future Ticketing product - we worked with Future Ticketing’s team to ensure we delivered a robust technical solution, the results of which speak for themselves.


Our efforts have had a significantly positive impact on The Jockey Club's online presence
and commercial performance. Since implementing our changes:


Website traffic increase


Conversion rates



We continue to work closely with The Jockey Club’s CRO team to optimise site performance as part of an ongoing, dedicated work stream.