Conversion tournament | FC Barcelona Digital Products Enhancement Case Study. Product Growth & CRO
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FCB

Conversion tournament

In football and sports at large, one crucial lesson drawn from the pandemic was the importance of diversification. With closed stadiums and the inability to sell tickets, Football Club Barcelona recognized an opportunity to monetize not only the spectators of a match, who are constrained by geographical limitations or access to payment platforms, but also anyone worldwide who harbors a fondness for the club.
In this scenario, FC Barcelona has tasked us with enhancing the conversion rates of registration and subscription flows for its digital products. This mission encompasses two overarching goals:

  • Cultivate a distinctive digital experience with a keen focus on conversion.
  • Develop an optimal and flexible testing environment to launch experiments seamlessly throughout the flows, with management capabilities vested in the product team.

How did we address this challenge? Keep reading, and we'll walk you through it.

RESEARCH & GROWTH STRATEGY

Although the project was focused on conversion, we needed to understand the vision and the essential product experience to design improvement hypotheses aligned with the growth strategy.
To do this, we benchmarked successful subscription products, identified the "must-have experience," and pinpointed the main pains throughout the subscription process funnel.

SCIENTIFIC METHOD. In Data we trust.

Together with the Analytics team at FC Barcelona, we implemented a new Data Layer to obtain data on the number of users falling at each stage of the funnel. Data analysis revealed the most critical steps of the process. We had already identified where to start. Subsequently, we set improvement objectives for each funnel.

RESEARCH & GROWTH STRATEGY

Although the project was focused on conversion, we needed to understand the vision and the essential product experience to design improvement hypotheses aligned with the growth strategy.
To do this, we benchmarked successful subscription products, identified the "must-have experience," and pinpointed the main pains throughout the subscription process funnel.

SCIENTIFIC METHOD. In Data we trust.

Together with the Analytics team at FC Barcelona, we implemented a new Data Layer to obtain data on the number of users falling at each stage of the funnel. Data analysis revealed the most critical steps of the process. We had already identified where to start. Subsequently, we set improvement objectives for each funnel.

Sport is passion.That's why we decided to infuse the entire process with an emotional layer using images and texts reflecting the dynamism of the game. We aimed to transform the registration process into the experience of becoming the 12th player

Kraken Canvas - Fail Fast
Kraken Canvas - Fail Fast

We involved the entire digital team in growth co-creation sessions to generate improvement hypotheses for experimentation. For this purpose, we utilized one of our favorite canvases, the Crazy Kraken (inspired by the pirate metrics imaginary - AARRR!).

Less effort, higher conversion. We opted to simplify the flows to the maximum and highlight the simplicity or speed of the registration and subscription process.

Behavioural design & GROWTH EXPERIMENTS

Thanks to the integration of Growth and UX Research strategies, we designed new registration and subscription flows, taking into account cognitive biases, best usability practices, user experience, and demographic characteristics of the users.

Sport is passion.That's why we decided to infuse the entire process with an emotional layer using images and texts reflecting the dynamism of the game. We aimed to transform the registration process into the experience of becoming the 12th player
Kraken Canvas - Fail Fast
Kraken Canvas - Fail Fast
We involved the entire digital team in growth co-creation sessions to generate improvement hypotheses for experimentation. For this purpose, we utilized one of our favorite canvases, the Crazy Kraken (inspired by the pirate metrics imaginary - AARRR!).

Less effort, higher conversion. We opted to simplify the flows to the maximum and highlight the simplicity or speed of the registration and subscription process.
arrow left
arrow right
Sport is passion.That's why we decided to infuse the entire process with an emotional layer using images and texts reflecting the dynamism of the game. We aimed to transform the registration process into the experience of becoming the 12th player
Kraken Canvas - Fail Fast
Kraken Canvas - Fail Fast
We involved the entire digital team in growth co-creation sessions to generate improvement hypotheses for experimentation. For this purpose, we utilized one of our favorite canvases, the Crazy Kraken (inspired by the pirate metrics imaginary - AARRR!).

Less effort, higher conversion. We opted to simplify the flows to the maximum and highlight the simplicity or speed of the registration and subscription process.
arrow left
arrow right
Sport is passion.That's why we decided to infuse the entire process with an emotional layer using images and texts reflecting the dynamism of the game. We aimed to transform the registration process into the experience of becoming the 12th player
Kraken Canvas - Fail Fast
Kraken Canvas - Fail Fast
We involved the entire digital team in growth co-creation sessions to generate improvement hypotheses for experimentation. For this purpose, we utilized one of our favorite canvases, the Crazy Kraken (inspired by the pirate metrics imaginary - AARRR!).

Less effort, higher conversion. We opted to simplify the flows to the maximum and highlight the simplicity or speed of the registration and subscription process.
arrow left
arrow right
Sport is passion.That's why we decided to infuse the entire process with an emotional layer using images and texts reflecting the dynamism of the game. We aimed to transform the registration process into the experience of becoming the 12th player
Kraken Canvas - Fail Fast
Kraken Canvas - Fail Fast
We involved the entire digital team in growth co-creation sessions to generate improvement hypotheses for experimentation. For this purpose, we utilized one of our favorite canvases, the Crazy Kraken (inspired by the pirate metrics imaginary - AARRR!).

Less effort, higher conversion. We opted to simplify the flows to the maximum and highlight the simplicity or speed of the registration and subscription process.
arrow left
arrow right
Sport is passion.That's why we decided to infuse the entire process with an emotional layer using images and texts reflecting the dynamism of the game. We aimed to transform the registration process into the experience of becoming the 12th player
Kraken Canvas - Fail Fast
Kraken Canvas - Fail Fast
We involved the entire digital team in growth co-creation sessions to generate improvement hypotheses for experimentation. For this purpose, we utilized one of our favorite canvases, the Crazy Kraken (inspired by the pirate metrics imaginary - AARRR!).

Less effort, higher conversion. We opted to simplify the flows to the maximum and highlight the simplicity or speed of the registration and subscription process.
arrow left
arrow right
Sport is passion.That's why we decided to infuse the entire process with an emotional layer using images and texts reflecting the dynamism of the game. We aimed to transform the registration process into the experience of becoming the 12th player
Kraken Canvas - Fail Fast
Kraken Canvas - Fail Fast
We involved the entire digital team in growth co-creation sessions to generate improvement hypotheses for experimentation. For this purpose, we utilized one of our favorite canvases, the Crazy Kraken (inspired by the pirate metrics imaginary - AARRR!).

Less effort, higher conversion. We opted to simplify the flows to the maximum and highlight the simplicity or speed of the registration and subscription process.
arrow left
arrow right

KEY RESULT

The new subscription process generated peaks of up to 50% conversion.