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.
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.
%402x.svg){kind=icon}
%402x.svg){kind=icon}
KEY RESULT
The new subscription process generated peaks of up to 50% conversion.