Lausanne FC
DEVELOPING A CLOSER BOND with Lausanne FC's AUDIENCE TO SUPPORT THE CLUB'S commercial goals
The brief
FC Lausanne-Sport (also referred to as LS) is a football club based in Lausanne in Switzerland
Founded in 1896, it plays in the Swiss Challenge League, the second highest league in the country, and hosts games at the Stade olympique de la Pontaise. The team has won seven league titles and the Swiss Cup nine times.
Ahead of the new season, Lausanne-Sport FC, one of Switzerland’s most established football clubs playing in the Swiss Challenge League, wanted to build a closer bond with its audience and drive interest in the team and its performances on the field. The commercial challenge was centred on increasing ticket sales and driving increased revenue from sales of team clothing and other club merchandise.
Understand
The website needed to become the go-to destination for the club’s fans
It needed to offer fans and the wider group of stakeholders and commentators everything they need to stay informed with the latest news and results, as well as get to know the club, the players, and its ambitious plans for the future.
The MTM Agency proposed a site-wide overhaul. After analysing traffic and user journeys of the existing Lausanne Sport website, The MTM Agency proposed a site-wide overhaul. We justified our recommendations by demonstrating how we planned to dramatically improve the user experience and to provide the functionality to showcase and share engaging content.
Create
We wanted to increase new visitor numbers and return visits, but we also wanted to support the larger goal of a building closer and more emotionally drive with our audience.
The site update included the introduction of specific sections of the site for each of the players, detailing performance statistics, match reports and accessible libraries of images and videos.
The MTM Agency provided a cost-effective reskin design of the current website theme. Applying the new branding and bespoke design to their existing WordPress site, we overlaid the preexisting theme and modernised the overall look and feel, as well as creating new functionality and improved user journeys, with greater emphasis on calls to action and signposting to revenue-generating areas of the site.
Understanding how we could maximise the value of the club’s social media activity was another project deliverable so we ensured social media was considered at every stage, pulling in Lausanne’s content from across its channels, creating social campaign landing pages within the site and providing the simple tools that enable visitors to share on their own networks and engage with the club’s media team.
MTM Strategy Team
The MTM Agency
Deliver
We wanted to increase new visitor numbers and return visits, but we also wanted to support the larger goal of a building closer and more emotionally drive with our audience.
Results
83%
Improvement in server-side performance
68%
Reduction in page load time
15%
Increase in page views
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