new website for a global cricketing fan base.

Lord's Cricket Ground is widely referred to as the 'home of cricket' and is the location of the world's oldest sporting museum. We completely redeveloped the Lord's Cricket Ground and MCC global websites to drive commercial opportunities around the world.

the expertise we've applied includes:

  • Online Marketing Strategy
  • UX & Design
  • Content Management
  • Build & Development
  • CRM
  • Usability Testing
Case study Image

taking a heritage brand to the cutting edge.

We totally redeveloped the underlying CMS and UX to deliver a responsive technology experience, providing users the ability to find and use the information or services they need with ease from any device, whether from home, at the ground or abroad, as our research had identified that 25% traffic was from overseas.

To make the UX more attractive we created contemporary designs with a clear navigation and a tile based structure making it intuitive to navigate.

As the new website was to be the focal point of commercial activities so we also integrated the following systems to provide clear and usable functionality:

  • the MCC ticketing system

  • the cricket scoring system

  • the complex fixture management system

  • third party ticketing and eCommerce technologies

The new responsive design alone led to mobile engagement jumping 300% in the first 3 months, and an 18% increase in traffic.

matching global audience needs with commercial drivers.

To harness the purchasing potential of the global cricketing fan base we introduced a simplified data capture functionality and a strategic programme of eCRM to support the marketing of tickets, tours, official merchandise.

Also, the mobile site utilised a GPS driven content strategy to provide a different experience for visitors, serving relevant content based on where they were visiting from - whether that was in the ground on match day or browsing from their mobile in India.

Online bookings and enquiries for Tours have increased 33% month on month, and the streamlined e-commerce front and back-end architecture and eCRM strategy has helped deliver a 51% increase in income overall through online channels.

case study img 2

mobile

engagement up

300%

18%

increase in

web traffic

51%

increase in

online income

"Positive and MCC have created a website that successfully brings together the Club's diverse range of activities, in cricket, at Lord's and elsewhere. The designs are contemporary but maintain the feel of history and excellence which is at the heart of MCC. Responsive technology ensures that the site meets the needs of all users, on all devices, wherever they are.""

Ian Treseder, Digital Manager

fuROI

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