Centralis helps Football Fanatics boost website performance
The Client
TeamFanShop is a leading private label e-commerce outsourcing provider for team and league licensed merchandise, powering the official online stores for some of the biggest names in sports and sports media. The company’s flagship online store, FootballFanatics.com, offers more than 10,000 professional and college sports team apparel, collectibles and memorabilia.
The Challenge
TeamFanShop wanted to increase revenue on FootballFanatics.com by maximizing conversions, increasing average order size and building a loyal customer base for repeat purchases. To determine if customers could quickly and efficiently find items on the site, they engaged Centralis to conduct usability testing on FootballFanatics.com.
Our Work
Centralis conducted usability testing on the Football Fanatics site to ensure that sports fans and their families could easily browse the merchandise available for their team, learn about available items and purchase them quickly and efficiently. Testing revealed that participants thought the site contained only a fraction of the actual products available; they misunderstood that “featured items” represented entire departments of items instead of a single sale item. Participants also had difficulty finding and browsing products because there were too many primary navigation options with unclear labels.
During the post-testing workshop, we worked with our client to re-architect the site’s primary navigation structure and modify the display of featured department items. TeamFanShop team members left the workshop with concrete strategies for how to combat the problems uncovered by usability testing.
The Outcome
Insights gleaned from the study were used to enhance the design of the Football Fanatics website and to guide design improvements for a range of other TeamFanShop online properties. Since the success of our initial test, TeamFanShop has sought Centralis’ help on a series of additional initiatives.