The aim of the new site was to create an engaging experience for the modern-day cricket fan, opening the sport and the club up to new audiences. With the evolving game appealing to a broader fan-base, and a much more diverse demographic, the club was keen to provide a platform that could cater for each of the game’s formats, whilst still in keeping with the proud 150-year heritage surrounding MCCC.
Middlesex recognised a need to keep the club at the forefront of the industry and broaden their offer to open new business and revenue opportunities. They wanted something to give them an exciting edge over competitors, allowing them to interact with fans on an immersive and inclusive digital platform.
It needed to look great and seamlessly integrate with the customer journey. Ensuring that the game never stops, even when the last over is finished.
Middlesex County Cricket Club partnered with PM to:
To gain a better understanding of the club’s fanbase and the audience it was looking to attract, we undertook extensive research with the club, its supporters and other stakeholders to establish what their priorities were and what they wanted from the new platform.
We created fan groups, giving fans the opportunity to contribute ideas and express the type of content and features they wanted to see on the new platform.
In addition, we used analytics to understand current failures, frustrations, strengths and weaknesses of the existing website, identifying areas to improve on.
There’s logic behind everything we do. So, if it doesn’t make a meaningful difference to our clients, it doesn’t happen. Using an existing framework we’d developed and delivered to several professional sports clubs we created a bespoke web solution tailored specifically to the exact requirements of Middlesex Cricket and its fanbase.
Once launched, our development team monitored the performance of the site, ensuring it was built to last and kept up to date with all the fast-paced action. Built around Middlesex’s fans, the website offers a memorable experience, tailored to their online journey.
Our bespoke platform to delivers a more fluid, engaging, and immersive online experience for fans.
The new site features a match centre and live match scorecard, with ball-by-ball updates, stats, graphs, wagon wheels, and action replays of all the action as the games unfold, along with a new live streaming service with audio commentary. In addition, the platform also generates additional revenue and commercial opportunities for the club, for a better ROI.
The site needed to be user friendly and simple to navigate.
Designed with users in mind we paid careful consideration to their journey and experience, ensuring that the content they’re most interested in is found first.
With integrated live streaming fans can watch from anywhere in the world, so they never miss a moment or a wicket again, and the club have the opportunity to engage with fans across the globe.
Fuelled by data and logic, our digital marketing team identified key terms for SEO to ensure all web pages were optimised for search, stopping content getting lost within the website and helping fans find what they were looking for, when they wanted it.
Middlesex Country Cricket Club were bowled over by the impact their new platform and streaming service made to the club. So far, the website has been a massive success, with a new user increase of 45%.
In addition to bringing new fans to the website, it’s also increased engagement and interaction, with page views going up by 77% and sessions by 51%. The average session duration has also gone up by 13%, bringing additional revenue to the club.
Leading the way for other cricket and sports clubs, we’re excited to see what else is to come thanks to the new platform.
From their initial understanding of our business, to the research they thoroughly conducted through consultation with members of the club, and to the delivery of a new-look website that meets all of the requirements we set out, we’ve been extremely pleased with the work conducted by Purpose.
We’re confident that our digital presence now reflects the values of Middlesex Cricket as a club, appeals more to the modern day cricket fan, and offers a much improved user experience for our supporters.
Our thanks go to Purpose for their ongoing support and we would have no hesitation in recommending them in the future.”
Steven Fletcher – PR, Media & Marketing Manager