The Motor Racing Academy: Shaping the Future of Sim Racing
Suellio Almeida transitioned from sim racing to professional racing in just five years. Inspired by his journey, he founded the Motor Racing Academy to help aspiring sim racers pursue careers in motorsports. Through the academy, he aims to mentor and equip the next generation of racers to follow in his footsteps.
Introduction
I was responsible for spearheading user research projects in order to understand the reasons behind low conversions. Since the beginning of 2024, sales of Suellio’s Motor Racing Checklist had dropped and the primary goal of Suellio turned into the fact of encouraging more students to make use of his Checklist. I was helping in determining the problem and finding out the ways how it could be improved.
Problem
Using performance tracking tools like Hotjar and Google Analytics, we identified that site engagement was significantly low, with users barely interacting with or exploring the content. Scrolling patterns showed minimal engagement, and primary CTAs accounted for just 20% of total clicks, despite the limited number of clickable elements. Additionally, Kajabi’s site builder lacked the design flexibility we needed, prompting us to adopt robust NoCode practices to streamline and enhance our design approach.
Solution
Content refinement emerged as the top priority, emphasizing the generation of high-quality user-generated content (UGC) to enhance brand credibility. Revising the layout structure was essential to optimize the site's real estate for improved user engagement. This strategy aimed to elevate both the user experience and overall brand trust. Additionally, we planned to transfer the site to Framer, allowing for seamless iterations and adjustments as needed.
Result
By leveraging the strengths of both Kajabi and Framer, we seamlessly integrated these elements into a cohesive user experience. Kajabi provided a robust platform for course management and delivery, while Framer enabled us to create visually appealing and highly customizable layouts. This powerful combination allowed us to enhance user engagement, ensuring that both brand and course content effectively communicated their value to the audience.
6000+
Members on Discord Channel
35%
Increase in user satisfaction
23.24%
Increase in Revenue
Process
CRO Analysis: We needed to compile a compelling Conversion Rate Optimization (CRO) report that highlighted the site’s performance and provided actionable insights for improvement. Utilizing tools like Google Analytics and Hotjar significantly enhanced our analysis by offering in-depth data on user behavior, engagement metrics, and conversion rates. Google Analytics allowed us to track visitor traffic patterns, identify high-traffic pages, and assess user demographics, while Hotjar provided valuable insights into user interactions through heatmaps and session recordings.
User Surveys: To validate our CRO findings, we drafted a user survey ( view here ) that generated 150 responses. Our main objectives were to:
Understand User Profiles: Gain clarity on user profiles, including demographics and motivations.
Assess Learning Medium Effectiveness: Evaluate how well the current medium meets user needs.
Identify Additional Content and Features: Discover any additional content or features users want, aligning our offerings with their expectations. This feedback will help us refine our strategies and ensure our platform meets users' evolving needs.d ensure that our platform continues to meet the evolving needs of our users.
Contextual Inquiry: We utilized a qualitative approach through contextual inquiry, engaging in candid conversations with users from various backgrounds. This method enabled us to deeply explore their motivations for learning, uncovering the specific factors that drive their interest and engagement with our content. By observing users in their natural environments and discussing their experiences, we gathered valuable insights into their needs, challenges, and aspirations. This rich, firsthand feedback enhanced our understanding of the user journey, allowing us to tailor our offerings more effectively to support their learning goals.
Framer Implementation: In collaboration with talented UI designers Kyle and Lavin, we developed a flexible asset library within Framer that aligned perfectly with the brand guidelines. This library not only streamlined the design process but also ensured consistency across all visual elements, making it easier to implement design updates and maintain brand integrity throughout the website.
Final Result
Improving the first impression: The Hero Space above the fold was lacking the compelling content necessary to create a strong first impression. By incorporating video content that clearly explains what racers can expect from the course, we aimed to facilitate the decision-making process for potential users. Additionally, showcasing impact metrics alongside the video—such as the number of students enrolled and YouTube subscribers—helps establish a strong proof of concept. This combination not only enhances user engagement but also builds credibility and trust in their offerings, encouraging more visitors to enroll.
"Transitioning to Framer has been a game-changer for our website. It provided the design flexibility we needed to create a seamless and engaging user experience. With Framer, my team would easily implement iterations and enhancements that align with my vision, ensuring that our content truly resonates with aspiring racers."
Suellio Almeida
Founder | Motor Racing Academy
Clarifying the learning objectives: When the website was first developed, the learning goals were not clearly stated which made users confused. However with the reorded version of the layout, we have managed to outline a more articulate learning pathway. This is an improvement that does not only DEEPEN the understanding of the users but also HELP them navigate through the education and it becomes easy for them to understand what they are going to achieve.
User-Generated Content: The Discord audience was fundamental in encouraging positive buzz for the academy. Mobilizing the university students and the fans by providing a medium where they could communicate and share experiences went a long way in instilling our message in them. This community support in turn improved the image of the academy and attracted new individuals who were looking to be a part of an active learning community.
Mobile Responsiveness: Google Analytics provided compelling proof that most user traffic was being diverted from YouTube to the website. With Framer's ability to create seamless responsive design capabilities, we were able to
Conclusion
Currently, the product is being tested across select states, with early results showing promising potential. However, the true impact—measured in lives saved, incidents reduced, costs minimized, and systemic issues resolved—will take years to fully realize. As the data continues to roll in and we fine-tune the solution, this product has the power to transform public safety on a national scale. It’s not just about short-term results; it's about creating a long-lasting infrastructure for safer, smarter communities.
