digital strategy e-commerce atletico madrid
Post on 13-Apr-2017
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Converting passions into new customers
The e-commerce very design focused on product presentation, with great simplicity and directness of design and navigation.
Usability design hampered by font size, very small, simple and with a lot of text content. The platform owns the team. It works in three languages: Spanish, English and Chinese.
As a basic element of a website, it is responsive and mobile.
Average access: 57.10K | Bounce Rate 28.91%
443kMOUNTH
USERS IN DESKTOP
AND MOBILE
5 Milhõesof UVS/YR
avarege
89%
11%
1,23% AUDIENCE OF
ATLETICO IS COMING FROM
SOCIAL MEDIA
+15MMOF USERS AND
FOLLOWERS
+13M +118k +2M+9k
Improvements: give greater emphasis to the store button in this way will increase the conversion to sales.Decrease the header size to up the area of content on the store and product sales.Size of the buttons are very small source, affect the navigation within the site.
The store button is too small, no highlight. Although the website design standard, the provision of information does not operate very well the hierarchy.Clearly the focus is the presentation of content.
Site with very noble space without first viewing highlight information.Design caught with exaggeration in size sub menu (black).
QU
EN
TE
MO
RN
O
Referrals 2º Click E-commerce
Good number of buttons to conversion (even if little), and the product category just below the header.
• The store button is hidden in the menu tab.
• The noble and hottest area of the site has no direct button to store.
• In no content has called Action Button to increase conversion or content store.
• Focus is on the highlighted content. Exaggeration button without space.
• There aren’t advertising to promotion or discount, only Outlet in the final website.
• This area is designed to store content format, without direct conversion to e-commerce.
221K
13%
Conversion To Shop
Bounce RateConversion
57K
Conversion Final
443K
Website Ticket Avarege
85,00Conversion Sales
Avarege
7%
Sales FinalAvarege (mounth)
340000
4K
Conversion Final
% Bounce Rate (50%) very high, with conversion to e-commerce medium, with 13% of total access. This impacts the final outcome of sales.
% Bounce Rate (28%) very good, access number can be improved according to investment media and website conversion for e-commerce.
Website E-commerce
Key Strategy
Digital Media
Develop:• More Content Football Strategy
• Target understanding (digital social listening and behavior)
• Investment requirements (metrics, KPIs & optmization).
Develop:• Measure business potential, develop business model
& plataform.
• E-commerce project in Madrid Market.
Extend:Digital Brand metrics to increase category & Brand awareness
(penetration through digital football).
E-commerce & E-retail
Brand Equity
New fan Buyer
Partner fan, spot buyer of tickets and
products
BuyerFrequent
ConversionWebsite, StadiumAwareness
Kn
ow
led
ge
Frequencyfaithfulness andrecurrence
Clusters
Involvement
BRAND AWARENESSCreate the e-commerce that fans are the product models in e-commerce.
KEEPING LOYALReplace your old shirt a new one. The former will be donated to needy children in institutions and nursing home.
INCREASING RECURRING PURCHASEBe the first club to have scheduled and recurring purchase with DashButton.
CONVERSION GAMECreate conversion of FIFA and PES game for e-commerce. Send your best goal with Atletico Madrid team. Win a ticket official shirt and the club. Create a landing page.
INCREASING SALES VOLUMECreate more discount and promotions, such as stock-burning % discount for the first purchase, buy and win the tickets and gifts.
Automated Purchase Process
2016-02-22
Convenience experience
Consumer loyalty and purchase guaranteed
www.sportt.com.br
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