Football Team Kit

The Results

• A professional eCommerce Web design solution that not only inspires trust from new customers but becomes the fastest way to order a football team kit consisting of mixed price point items online.
• Launched with 2000 products from leading manufacturers including Nike, Umbro, Errea, Hummel, Joma and Uhlsport.
• A full football team kit order can be assembled in the Kit Bag and posted to checkout in under 60 seconds.
• Shopping Cart abandonment of less than 10% against an industry average 60%+ thanks to mwa's single page Xpress custom eCommerce checkout module for Magento.

Google Watch

• Google AdWords CTR (click through rate) up to 34% against an industry average of 1-2%.
• Google AdWords quality scores of 9+ across the board.
• Over 100 Google Top-10 page search listings within 30 days of launch and sustained improvements during month two as an advanced Google search engine optimization program rolls out.

Innovative Features

• Site navigation architecture driven from Google keyword analysis.
• Fewer layers of navigation so Users get to the products the want faster.
• Super Filters to fine tune found sets quickly.
• Compare same product types from different manufacturers with one selection.
• Kit Bag shopping basket also appears on product detail pages to save going back and forth to the basket when building a complex order.
• Lightening fast registration free one-page Xpress checkout slashes shopping cart abandonment.

Introducing Football Team Kit

Football Team Kit was formed with one goal; to bring their customers the widest range of top-branded football teamwear, clothing, apparel, training accessories and football equipment.

Every member of the team at Football Team Kit plays the game and uses the gear. They test as many items as they can and only when samples are seen to perform how they are meant to before keeping their shape in the wash do they consider them fit for sale.

The Challenge

The challenge came out of the unique way in which an order for football team kit is constructed.

A football kit consists shirts, shorts and socks.

A major manufacturer such as Nike has several styles of football shirt, all in different colours and at different price points. They also have more than one style and price point of shorts and socks - once again, all in different colours.

Only providing kits as complete sets is fine for some customers, but what about the customers who want the best shirt, with a mid-range short or sock to keep the order value down.

Then what about the customers who don't want red shirts, red shorts and red socks like Liverpool?

What about the customers who want red, white and red, like Arsenal. Or red, black and black like Manchester United?

Then of course, we have different sized players. Some small and slim and some large and stocky, so its highly unlikely ordering fourteen strips in one size is going to work.

What We Did

The project started as all our Professional Web Design projects do, with research and analysis into the industry key phrases.

This helped us map out the Website navigation in a language that was relevant to the Users, as well as helping plan the Google Search Engine Optimization.

We then built six distinct features into the product detail page to give customer's open-ended flexibility:

1. The ability to compare the same product type from a different manufacturer in one click
2. The ability to filter out unwanted options from the found set with Super Filters
3. The ability to select more that one size from the same screen without going back and forth to the shopping cart
4. The ability to select different colours of the same product without leaving the screen
5. The ability to go straight to directly related items needed to build a full football kit order
6. The ability to see an order being built in the Kit Bag on the same page, as well in the separate shopping cart

The way Football Team Kit works is unique in its industry.

We know that the majority of customers abandon other Websites and resort to telephoning customer services to order goods manually so we will be monitoring actual online sales conversions of Football Team Kit closely.

Homepage

Content Page

Go to www.footballteamkit now.