Industry
Sports
Client
Leicester City Football Club
Increasing Matchday Screen Time by 4.94%
Overview
Problem
The previous matchday experience required fans to navigate to an external page to find relevant information surrounding the game. Reviewing analytics across this page showed that fans weren't engaging with the page or viewing all of the information shown, leaving information unseen.
Solution
Through the use of YinzCam's segmentation and targeting features, I crafted a matchday experience, taking over our home page for home and away matchdays putting information directly in supporters hands. This resulted in a 4.94% increase in screen time across the app on matchdays and a 451.74% increase in CTA click-through rates.
Creating a Matchday Bespoke to You
Throughout this project I was responsible for the design, prototyping and implementation of our matchday page within the YinzCam CMS. I worked with our brand and content director, content manager and digital platform specialist to ensure the user journey was aligned with fan interest and functionality worked as intended.
Key Details
Segmentation and Automation
In order to create a single page which surfaces content for fans at home and the stadium I utilised segmentation data and automation to surface tailored content to our fans through our CMS. I now take ownership of preparing upcoming home and away matchday takeovers in our CMS, setting segmentation data and targeting content to appear at set times throughout the game.
User Journey
When crafting the user journey for our matchday takeover I reviewed our analytical data to understand which areas of the app fans used consistently, comparing unique views, sessions and dwell time. This led to the creation of a user journey that matched fan interest.
Adding to our Offering
Previously we utilised a targeted page to provide information to visitors on a matchday. Creating a matchday specific takeover provided an additional digital experience to our offering, expanding what we offer fans on a matchday.
