Silverstone
A Digital Platform That Moves as Fast as the Track
We’ve helped Silverstone transform its digital experience — from UX and brand application to Drupal development and data-driven ticketing innovation for F1 and beyond.
Silverstone is a world-renowned racing circuit and the spiritual home of British motorsport. But it’s also a year-round entertainment destination with a growing portfolio of experiences, venues and audiences. With demand at an all-time high, the brand needed a digital experience that could keep up with the pace, complexity and prestige of the venue it represents.
Complex Needs, Elegant Outcomes
Silverstone came to Everything Connected with a bold objective: create a digital platform as exciting, high-performing, and scalable as the venue itself. But beneath the surface lay deep complexity. From ticketing journeys and product bundles to partner content, hospitality packages and real-time data capture, the team needed a partner that could balance brand, business logic and user experience. With the 2025 F1 ticket launch approaching, we were tasked with rethinking the product and pricing journey — one of the site’s most strategically critical areas.
UX, Application Design and Scalable Architecture
Working as an extension of the Silverstone team, we undertook detailed business analysis to map requirements across departments, translating these into a robust application design and a reimagined pricing experience. Through user testing and prototyping, we validated early ideas and refined the structure. We introduced dynamic filtering, modular layouts, and a simplified content hierarchy to reduce cognitive load and support faster decision-making. Behind the scenes, we optimised editorial workflows, improved data tracking, and ensured the platform’s Drupal + React stack could scale with peak demand.
The Results: Faster Journeys, Higher Conversions
The new pricing pages launched ahead of the 2025 F1 ticket release and delivered a measurable impact. Bounce rates dropped to 9.56%, well below industry averages. Ticket conversion rates rose by 26.5% on launch days. And users were getting to what they needed faster — with session duration falling from 2:55 to 2:00 minutes. Beyond the numbers, the site now reflects the energy and polish of Silverstone’s physical experience. It’s ready to support growth across business units, from track days to Escapade hospitality.
With the help of Everything Connected, we put thousands of hours into the site to improve our digital experience and bring the joy of motorsport and Silverstone entertainment to life. Our site not only delivers on the excitement of Silverstone — it also lives up to the high demands of F1 and will act as a future platform for the growth of our business units.
