PAC-12: EVENTS TEMPLATE REDESIGN

Challenge:

Deciding what to add to event pages--when, to maximize viewership and fan engagement. Key to this was identifying most important content before, during, after events.

Solution:

We discovered two things. Fans hitting event pages near the start time were looking for how to watch. Fans most often set alerts at the team level.

Outcome:

The new event pages saw engagement level and viewership increase more than 15% after launch. Team emails/alerts increased 20%.

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What content and tools mattered to fans, when?

If an event was being televised on Pac-12 Networks the traffic to that event page peaked in the first 10-20 minutes of the event starting. We discovered much of that came from people trying to find out how to watch the game. And tv viewership, whether through a tv set or app, was our most important business metric. 

So we created a flow to help people determine if they could watch Pac-12 Networks and have a route to get Pac-12 Networks immediately See: Pac-12 How to Watch.

We also prioritized setting alerts for teams or games or getting email notifications. Many users didn't want that for higher level categories such as for all football games or teams. But the event and team levels were where fans signed up for alerts etc. most often. 

We optimized the before, during and after states based on what was most valuable to fans (and our business) at those points. E.g. "How to Watch" was critical for before and during an event but not after. During an event the scores and stats were more important than signing up for team alerts. 

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Maximizing the value of "Olympic" sports

 

Many people assume that because college football and men's basketball tend to have the highest general viewership that those event pages would have the highest traffic.  

But that's ignoring who else has content related to those events. ESPN and many other sports sites have college football scores, stats, and highlights. Pac-12 fans have many options for UCLA football info. 

That's not as true for the so-called Olympic sports like women's gymnastics, softball, wrestling, volleyball. Because there is less content out there, and Pac-12 has a disproportionately large amount of it for our teams-- these events drew more traffic and engagement than some football games. This was also true on social media.