We observe that most of the European clubs are looking for the Digital transformation process, in SL Benfica this is no different, with constant investments on the website, e-commerce, social media, stadium engagement among other points of contact that bring a great experience to the user.
Last year Benfica already stood out of the crowd with the development of its E-commerce, but was far behind with its website platform. This year though things have changed and evolved a lot. Benfica was able to excel in its strategy of Digital Marketing, becoming one of the biggest digital references in Europe and in the world.
The planning and strategy of e-business has become crucial to the club’s revenue, the share of sales of products in the online environment already represent more than 30% in many of the categories. Of course, it all depends on the maturing market and e-commerce structure of the country, after all, many countries still rely heavily on the E-Retail channel.
Let’s evaluate below the numbers related to Benfica’s performance on its website, which has undergone a major transformation in its navigation, with a cleaner design, keeping the focus on content and fast news, the new UX delivers a hierarchy under the measure of the behavior of the supporter.
We can analyze that the number of visits has been growing in the last six months, with accesses of 1.3 million visits in May / 2018, average navigation time of 3:17, good number of pages per visit of 2.6, a bad Bounce Rate performance of 60%, very high, but when lined up with other KPIs it loses a little its weight and concern, after all the user is getting quite at home.
When we evaluate the countries that most access the Benfica website, it is clear that Portugal (81%), Switzerland (2.84%), France (2.57%), USA 2.26%, UK .
We can see when a website is well established with its content strategy, SEO, Social Media and Media. In the above graph we have a balance of Direct Access, Search and Social, all with almost the same participation.
With the conversion results in Search, we have a organic conversion of 95% versus 5% PaidMedia, very focused on Benfica Foundation and Benfica Store, it is evident that the focus of media investment in the website is for Awareness and not sales.
When we talked about the accesses converted by Social Media, we noticed that Facebook is the main platform of the club.
Evaluating E-commerce for Benfica
The e-commerce with design focused on brand experience, uses the identity of the club. It has a very similar navigation structure to large e-commerce retail. Usability and navigation starting with categories, with less focus on sku, presents several types of categories of products.
The platform owns the team. No free shipping benefit, only price promotions. Works in languages: Portuguese, Spanish, English. As a basic element of a website, it is responsive and mobile.
We have a number of visits to e-commerce of Benfica of 113 thousand users, represents almost 10% of the number of visits of the website (brandsite) of the club, a great conversion rate. Overall, with better performance than the website, average visit time of 02:49, with visits per page of 3.51 and Bounce Rate of 50%.
When we evaluate the countries that most convert to e-commerce Benfica, we only have different Brazil with 1.95% of access to online store.
With this search result in Paid Media, we can see that Benfica has a separate conversion and performance strategy for the Awaraness campaign.