The “dispute” between European teams for the prominence in the strategy of digital marketing and online sales is fierce and constant, this is no different in Croatia with Dinamo Zagreb. We can clearly observe the club’s special attention in the constant development of its website, e-commerce and social media improvements, delivering the best experience for its users.
For years, the club has been standing out of the crowd with the best experience through the design and navigation of its website platform, through this strategy it has been able to stand out as the best digital marketing positioning, becoming one of the biggest digital references in Eastern Europe.
E-business planning and strategy has become crucial to club revenues worldwide, product sales in the online environment now account for more than 30% in many categories, in sports or out of it. 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 eRetail channel.
We will evaluate below the figures related to the performance of Dinamo Zagreb on its website, which has a great differentiation in its navigation, with a cleaner design, keeping the focus on content and fast news, the new UX delivers a hierarchy to the measurement of the behavior of the fan.
We can analyze that the number of visits has been growing in the last six months, with accesses of 148 thousand visits in September 2018, average navigation time of 02:12, good number of pages per visits of 3.64, average performance of Bounce Rate of 47%.
When we look at the countries that most access the Dinamo website, it is clear that Croatia (74%) is the one with the greatest access, followed by Bosnia (3.11%), Germany (2.99%), Turkey 12%), Servia (1.70%).
We can see that the website is well established with its strategies of content, SEO, Social Media and Media. In the above graphic we have a balance of accesses Directs, Search and Social.
With the conversion results in Search, we have a 100% organic versus 0% Paid Media conversion, very focused on words directly related to the club brand, it is evident that there is no investment to bring traffic to the page.
When we talked about the accesses converted by Social Media, we noticed that Facebook is the main platform of the club with 93% of users conversion.
Evaluating the E-commerce of Dynamo Zagreb
Dinamo Zagreb e-commerce, has its design focused on brand experience, uses the club’s identity, with side navigation menu, following the same navigation of the website.
Usability and navigation starting with categories, with less focus on sku, presents several types of categories of products. The platform owns the team. It has no benefit of free shipping or promotions. Works in languages: Croatian and English. As a basic element of a successful website, it is responsive and mobile.
The access number is below 5000 users per month, which makes it impossible for the analysis tool to bring in the navigation numbers. We only present the position of the website globally and within Croatia.
Overall, note that there is a great opportunity in the online sales strategy for Dinamo Zagreb, taking into consideration that there are a considerable number of users brought organically to your website, which can be intensively purchased in your own store. You want to understand better about some digital metrics, here’s a video with basic tips.