How we increased Emirates Old Trafford’s user session time by 49% overnight

Lancashire County Cricket Club (LCCC) had a unique challenge: two separate and very different arms of the organisation – the professional sports club (LCCC) and Emirates Old Trafford, whose focus is conferencing, events and hospitality – were sharing the same website but had very different goals.

What we did

Our cricket-mad team worked closely with LCCC to identify the specific requirements of the different audiences. We took our purpose-built customer engagement bus to Emirates Old Trafford and ran requirement workshops with cricket fans, conference organisers and internal stakeholders.

As a result of the insights gained, we developed a new Umbraco website with dedicated areas for both cricket and events audiences and built in some intelligent personalisation to enhance the user experience.

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The outcome

Using this approach, if a user regularly navigates to the cricket sub-site or the events sub-site from the splashpage, they will then be defaulted to that sub-site as their homepage for future visits. Or, if a user on the cricket site interacts with specific calls to action for conferences and events (or vice-versa) then they’re profiled accordingly. Sliders, text and imagery will change to prioritise their profile and present them with content from both areas that's relevant to their interests.

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Average session time

49%

Increase

Pages per session

38%

increase

Bounce rate

10%

Decrease