The challenge
Grand Prix Racewear has been one of the most recognised brands in the motorsport world for the last 30 years. They approached Modo25 to help improve the online experience for their customers, with a focus on paid search & increase the conversion rate on the website through an a/b testing roadmap.
196%
Increase in paid search revenues YoY
The Solution
The team got to work, restructuring the Google Ads account, with a focus on first-party data, smart bidding and a consolidation of campaigns to help to achieve a ROAS that was aligned with GP Racewear’s objectives.
Longer term, the team focused on improving ROAS across the website, with consistent testing of shopping and Pmax campaigns helping to improve revenues by 196% year on year. The team also faced challenges with consent mode. Here, the team ensured that we were fully compliant and pivoted from GA4 imported conversions to the native Google Ads tag. This maximised the modelled conversion data & improved signal quality, supporting stronger campaign performance. All of the above work, helped generated a paid search ROAS of increase 26% year on year.
97%
Uplift in mobile conversion rate since starting a/b testing program
With an increase in traffic to the website the CRO campaign became ever more crucial to to the business. Firstly, a detailed audit of the website took place with a focus on how the customer currently flowed through the GP Racewear website.
Based on the findings of the quantitative and qualitative review of the website, core issues were identified as areas for improvement. These were then prioritised based on the ASK BOSCO / Modo25 CRO database which is factored into a PIE analysis (Potential, Impact, Ease). To give GP Racewear a list of website to run a/b tests for the next 12 months.
Experiment focus areas included:
- Desktop & Mobile Navigation/s: A focus on enabling customers to browse more effectively across the website, helping aid conversions.
- Product Pages: Working with the paid team at Modo25, to support customers coming through Google Shopping campaigns – to give the right information to users.
- Checkout: Helping customers to purchase the products in their basket easier than before we alternate payment methods.
Our partnership with Modo25 has been a fruitful one, with a healthy increase in our conversion rate on ROAS on paid media channels giving the business better margins to expand our reach this year. I’m looking forward to building our relationship in 2026 & beyond.
Guy Burgess, Managing Director | Grand Prix Racewear
The Results
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