RaceTrac Website
Overview
RaceTrac Petroleum is a convenience store chain, located in the Southeastern United States, that owns and operates over 500 stores. The previous website was outdated, difficult to navigate, contained very little information, and was not optimized in compliance with digital ADA regulations.
Role
Lead Front-end Developer utilizing HTML, SCSS, JavaScript, and JQuery
The Goal
The goal of the project was to:
- Rearchitect the site to allow for content configuration through Kentico CMS
- Develop a stable backend and frontend architecture
- Rebuild the frontend to allow for improved SEO, accessibility, and redesign of racetrac.com
The Process
We collaborated with our internal network operations team and Marketing teams, a UX vendor and SEO vendor throughout the lifetime of the project. I participated in multiple feedback sessions with our UX vendor that led to better UX and accessibility, resulting in a more well-rounded product.
The website was redeveloped from scratch to allow the site to be configurable and allow the Marketing team more flexibility in their user experience. This included features like day parting, updating links/buttons, configurable contact forms, creation of promo or one-off campaign web pages, hosting files or images used for newsletters or recruiting collateral, integrations with career vendor sites, RaceTrac's loyalty system, etc.
The website was previously very minimalistic and only contained an estimated ten pages of content. The new website features over 60 pages including a near-complete web version of our native mobile app.
The Outcome
The month after go-live we experienced great SEO improvements including:
- 10% overall increase in organic traffic to the site
- 7,127% increase in the number of clicks from organic search (24,500 over the month)
- 4,532% improvement in impressions received through organic search (630,000 over the past month)
- We continue to see a trend of increased organic search visibility and traffic to our sight since go live in January 2020
In addition to these improved metrics, our accessibility went from failing to passing. These metrics continue to grow since go-live and are expected to hold that growth rate as we continuously improve and optimize racetrac.com.
Resume
