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.


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.


Average session time



Pages per session



Bounce rate