Developing a closer bond with its audience to support the club's commercial goals Digital Development
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.
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.
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.
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.
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.
To encourage return visits to the site, it now includes league table integration, photo galleries, and team player performance profiles. Integration with the redesigned site shop also encourages the purchase of a wider range of merchandise through a simplified buying process, cleaner layout and improved assets.
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.
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.