WeAreDerby.com is the official online ticketing and supporters website for Derby County Football Club who play in the Sky Bet Championship.
Originally launched over four years ago as a ticketing website, other features had been bolted on and the overall appearance had began to suffer. A new website was commissioned in order to place greater emphasis on the online ticket purchase options, allow seat selection and improve the speed and efficiency of buying tickets on-line rather than through a physical ticket office.
The project aim was to improve the overall look and feel of the website and simplify navigation through the website from the fans arrival on the home page right the way through to paying for their tickets.
Purpose Media Approach
The Purpose Media approach has always been to focus on delivering more sales on line and we knew that the analysis tools we use to track browser behaviour would help us to deliver these project objectives.
We reviewed the data and provided page layouts and designs that were based on statistical evidence of how would customers prefer to browse through the new site.
Once these were approved we were able to build the new e-commerce website. The project also involved integrating this front end of the website with their new ticketing software in a way that was completely seamless, such that the fan did not realise the transition to a different operating system and could also easily navigate backwards.
The proportion of online sales for Derby’s opening game of the 2014/15 Sky Bet Championship season against Rotherham United increased from an average of 11% to 41%, and 37% chose to print tickets at home.
The proportion of online ticket sales for the next game against Fulham rose to 49% with 43% of purchasers choosing to print their tickets at home which has presented further operational efficiencies and cost savings.
“I thought I had some fairly fixed views on what I wanted and how I thought our website visitors would want to navigate through the web content, but these were based on conjecture and guess work. Using their analytical software, Purpose Media were able to actually show us how visitors behaved as they browsed through the old website and we have been able to use this information to build the new website design and layout. The increase in sales proves their methodology has delivered the desired result.”
Brandon Furse, Head of Ticketing, Analytics and Technology, Derby County Football Club