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Volume 20 No. 45
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NFL boosts conversion rate with launch of mobile site for shop

The NFL, in partnership with Fanatics, launched a mobile version of its online shop in early August. During the first two-week period that the mobile site was live, the NFL saw a 35 percent increase in purchase conversions by smartphone users as compared with the two weeks prior.

“This tells us that the site is more shoppable,” said Josh Feinstein, the NFL’s director of consumer products. “The goal is to optimize the site to try to convert as many people as we can while they’re there. Before the switch [to the mobile site], customers were accessing the full site from their phones, which was not the greatest shopping experience.”

Now when smartphone consumers access, the site will detect the phones and automatically transfer the consumers to the mobile site. The new site works only with smartphones; tablets still go to the traditional site.

The new mobile shop features a grid layout with clickable team logos. Graphic size and visibility keeps mobile in mind. Users can easily navigate into their team’s section to find merchandise categories and narrow down their selection. Filters allow fans to shop by player, choose their price range or look for customizable products.

Smartphone traffic to has seen a rapid increase since 2011, when only 15 percent of visitors came from those devices, generating less than 2 percent of the site’s overall revenue. Those numbers have since skyrocketed, with smartphones accounting for more than 42 percent of traffic to the shop and 13 percent of the revenue in 2013 (see chart.)

With the upgrade to the mobile site, purchase conversions are expected to increase due to ease of navigation and layout.

“Our ultimate goal is to give fans a better and easier shopping experience,” Feinstein said. “When you go to the mobile store now, it’s very easy to find your team and the category you want.”

The new mobile site should answer the call of smartphone shoppers, making their experience simpler and faster. The NFL will conduct a customer survey in the coming weeks to make sure their fans agree.

Amie Sheridan is a writer in Philadelphia.