Tottenham Personalizes the Fan Experience
Spurs Crafts Individualized Customer Journey with Dynamic Yield
Increase in conversion rate
from mobile homepage
due to mobile web personalization
Boost in revenue per session from Dynamic Yield’s social proof templates
Positive ROI after deployment due to ease of implementation
Introduction
A consistent fixture atop the Premier League table, Tottenham Hotspur is a football club in North London built on the motto “to dare is to do.” After looking at 40 vendors, Tottenham selected Dynamic Yield to bolster its eCommerce business by creating a cohesive, personalized customer journey for each visitor. With Dynamic Yield, Spurs reimagined the mobile website, optimized the conversion funnel, and crafted unique experiences around major events, such as match results and kit launch. Personalization paid off, delivering positive ROI in just one month thanks to notable increases in conversion rates and revenue per session.
“Dynamic Yield has given us a platform to continually enhance and improve our online experience. The system is pivotal to driving our online offering, allowing us to deliver the greatest possible relevance to our fans throughout the online journey. This has helped drive improved user experience and crucially we have seen increases in key performance metrics, such as revenue per user and conversion rate.”
Nick Connor, Global eCommerce Manager, Spurs
The Challenge
Tottenham uses its online store, “Spurs Shop,” to sell everything from the club’s latest kit to White Hart Lane themed Monopoly to its millions of fans around the world. As they redesigned their website and stadium, the club sought to capture visitor behavior across multiple touchpoints to target visitors with relevant content and merchandise to enrich the fan experience. In addition, Tottenham witnessed a lower add-to-basket rate among significant mobile user segments. To remedy this behavior, they needed a solution that would enable them to surgically target these site visitors with bullet-proof strategies. In particular, the eCommerce team at Tottenham required a solution that would:
- Integrate data from across sites, devices, and CRM to power one cohesive experience and give Tottenham full ownership of the data
- Allow non-technical people to easily make instant website changes
- Offer personalization, recommendations and automated optimization in one system
- Provide mobile-dedicated templates that can be targeted at underperforming segments
After evaluating about 40 vendors across the personalization and optimization category,
the club turned to Dynamic Yield.
Execution
Personalized layout of mobile website based on
user behavior
Engaging mobile visitors requires a sleek interface with an acute awareness of the unique idiosyncrasies of mobile shoppers. While many eCommerce sites simply repurpose the desktop website Tottenham used insights from Dynamic Yield to optimize its mobile website.
For Spurs, the navigation blocks below have a particularly high clickthrough rate on mobile and tablet but were stuck at the bottom of the page, identical to the desktop design. Once Dynamic Yield pointed out highlighted the performance of the blocks on mobile, Tottenham moved the blocks above the fold, driving 4X as many clicks.
Creating this mobile first experience also decreased bounce rate by 31% and increased conversion rate for mobile homepage visitors by 40%.
After the initial success, Spurs also refined these key navigational blocks to serve relevant content based upon user behaviour in order to give a tailored and relevant experience. In doing so, the Click Through Rate on these mobile blocks has gone up to 50%.
Served contextually aware recommendations based on stage of buyer journey
For first time visitors, Tottenham deployed a banner highlighting the local weather with relevant product recommendations based on the current conditions.
For example, on a rainy London morning, the widget would highlight Spurs hoodies while on the rare sunny afternoon, polos, kits, or other appropriate products were shown.
For repeat visitors, Tottenham used this real estate to showcase recommendations based on previous purchases, leveraging Dynamic Yield’s affinity algorithm to drive higher engagement and revenue per user.
Finally, the club recommended products in cart based on the current value of items in the basket, encouraging users to hit shipping thresholds to increase conversions and order values. This increased spend on items of £10 or less by 35% year-over-year, helping to achieve higher average transactions values.
Split test the mobile product page to boost engagement
To understand how users interacted with mobile product pages, Spurs targeted split tests by audience type, ultimately landing on a new design for mobile product pages that boosted revenue per session by 9%.
Tottenham has adopted a culture of experimentation and now continually improves its mobile website with a constant cycle of analysis, test planning, test implementation, and reviewing results.
Highlighted benefits of buying directly from Tottenham to increase cart additions
Having identified smartphone segments as 41% less likely to add products to their bag, Tottenham analyzed their data further and discovered these segments were:
- Largely driven by email and social channels
- Earlier in their buying journey, and
- More likely to be newer and younger than the average visitor.
Leveraged out-of-the-box templates for social proof, geo-targeting, and contextual navigation
As with all of the Spurs’ personalization deployments, testing several, different variations was a key part of the process. For the free shipping message, Tottenham found that a yellow background drives the highest revenue per session increase in the UK, while cyan performs better in most other markets.
Spurs also experimented with several variations of a social proof messaging with the template highlighted below, driving a 10% increase in revenue per session.
On mobile, Spurs leveraged an out-of-the-box navigation template (below) and set targeting rules based on the stage of buyer journey to improve retention, generating a 15.3% increase in revenue per session. Following these successes, Spurs used these insights to further develop functionality to enhance the experience on their online shop.
Implemented Dynamic Yield on Media site to merge data and target effectively
As part of Tottenham’s strategy to provide fans with a personalized experience throughout every interaction with the club, Tottenham implemented Dynamic Yield across additional digital products, including their media and news site—a step that enabled Tottenham to get to know their fans even better and cater to each individual.
In doing so, Tottenham discovered numerous additional segments, each of which demonstrated a particular behavior. For instance, a large cluster of segments was characterized as very unlikely to purchase products and instead, were more interested in consuming “gossip.” In serving these segments content that relates to the exclusivity of news (as opposed to simply pushing them to complete a purchase), Tottenham sought to generate greater engagement and value for the business than direct commercial messaging:
These messages received 1294% more interaction vs. commercial messaging, meaning that Spurs were still able to generate value by data capture rather than just through direct commercial messaging.
The Key Takeaway
By personalizing experiences at every stage of the conversion funnel, Tottenham created a seamless shopping experience for club supporters across devices. To continue to set the standard in fan experiences, the Spurs now plan to craft individualized fan journeys beyond its Media and eCommerce sites. Using Dynamic Yield to capture digital, transactional, and CRM data, Tottenham aims to bridge the gap between the online and physical world to deliver the right content at the right time to fans online, in the new stadium, and around the globe.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item 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exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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data-elementor-settings="[]"><div class="elementor-inner"><div class="elementor-section-wrap"><section class="elementor-element elementor-element-3a9afafa elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="3a9afafa" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1d0d5de elementor-column elementor-col-100 elementor-top-column" data-id="1d0d5de" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-189e331a elementor-widget elementor-widget-text-editor" data-id="189e331a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-6a8c30b9 case_study_page_header padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="6a8c30b9" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-26a360ca elementor-column elementor-col-100 elementor-top-column" data-id="26a360ca" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-4444c908 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4444c908" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5b37a3ca page_header_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="5b37a3ca" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-68604af7 case_study_header_title bild elementor-widget elementor-widget-heading" data-id="68604af7" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">Tottenham Personalizes the Fan Experience</h1></div></div><div class="elementor-element elementor-element-461d2c66 case_study_header_text elementor-widget elementor-widget-text-editor" data-id="461d2c66" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Spurs Crafts Individualized Customer Journey with Dynamic Yield</div></div></div><div class="elementor-element elementor-element-3fabb334 download_the_pdf elementor-widget elementor-widget-html" data-id="3fabb334" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <a class="pulse-button" target="_blank" href="https://www.dynamicyield.com/files/case-studies/tottenham-hotspur.pdf"> Download the PDF <span class="dy-pulse"></span> </a> <span>* Email not necessary to download</span></div></div></div></div></div><div class="elementor-element elementor-element-3ed1e756 page_header_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="3ed1e756" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-47096c9b elementor-widget elementor-widget-html" data-id="47096c9b" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" src="/wp-content/uploads/2019/01/tottenham-header-image.jpg" alt="Pets Place case study header image" class="ATF" width="391" height="393"></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-11eb33d elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="11eb33d" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-6acb315 elementor-column elementor-col-100 elementor-top-column" data-id="6acb315" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-f64f7af elementor-widget elementor-widget-shortcode" data-id="f64f7af" data-element_type="widget" data-widget_type="shortcode.default"><div class="elementor-widget-container"><div class="elementor-shortcode"><div class="cs-ind-cap-wrap"><div class="cs-ind-cap-container"><div class="cs-ind-col"><div class="cs-ind-cap-heading">Industry</div><div> <a href="https://www.dynamicyield.com/ecommerce/"
title="Athletics & Outdoors"
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due to mobile web personalization</div></div></div></div></div></div><div class="elementor-element elementor-element-2860b602 bild_statistic elementor-column elementor-col-33 elementor-inner-column" data-id="2860b602" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5834da24 statistic_bar_number elementor-widget elementor-widget-text-editor" data-id="5834da24" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">10%</div></div></div><div class="elementor-element elementor-element-620ca2ba statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="620ca2ba" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><strong>Boost in revenue per session</strong> from Dynamic Yield’s social proof templates</div></div></div></div></div></div><div class="elementor-element elementor-element-2536a2ae bild_statistic elementor-column elementor-col-33 elementor-inner-column" data-id="2536a2ae" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-d8a701e statistic_bar_number elementor-widget elementor-widget-text-editor" data-id="d8a701e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">30 Days</div></div></div><div class="elementor-element elementor-element-16bbeab statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="16bbeab" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><strong>Positive ROI after deployment</strong> due to ease of implementation</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-7a1d737 case_study_introduction_section padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="7a1d737" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-01982f4 elementor-column elementor-col-50 elementor-top-column" data-id="01982f4" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-0f50cef elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="0f50cef" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-03180c0 elementor-column elementor-col-100 elementor-inner-column" data-id="03180c0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-ca9e74b introduction_section_title elementor-widget elementor-widget-heading" data-id="ca9e74b" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Introduction</h2></div></div><div class="elementor-element elementor-element-744aa9e introduction_section_desc elementor-widget elementor-widget-text-editor" data-id="744aa9e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>A consistent fixture atop the Premier League table, <a href="https://shop.tottenhamhotspur.com/" target="_blank" rel="noopener">Tottenham Hotspur</a> is a football club in North London built on the motto “to dare is to do.” After looking at 40 vendors, Tottenham selected Dynamic Yield to bolster its eCommerce business by creating a cohesive, personalized customer journey for each visitor. With Dynamic Yield, Spurs reimagined the mobile website, optimized the conversion funnel, and crafted unique experiences around major events, such as match results and kit launch. Personalization paid off, delivering positive ROI in just one month thanks to notable increases in conversion rates and revenue per session.</p></div></div></div></div></div></div></div></div></section></div></div></div><div class="elementor-element elementor-element-5c4f9a1 elementor-column elementor-col-50 elementor-top-column" data-id="5c4f9a1" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-97a3293 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="97a3293" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-8cf2a68 cs_video_container elementor-column elementor-col-100 elementor-inner-column" data-id="8cf2a68" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-fec5611 product_video tottenham elementor-widget elementor-widget-html" data-id="fec5611" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"><div class="video_wrap"><div class="video_bg"> <span class="wistia_embed wistia_async_p7cp9pi06m popover=true popoverContent=link"><div id="wistia_47.thumb_container" class="wistia_click_to_play"> <a href="#" class="testimonial-play-video video__play__button"> <img decoding="async" src="/wp-content/uploads/2018/10/play-icon.png" alt="Play Video" class="video_play_button"><div class="video_title"> <button class="arrow_animation"> Watch Video </button></div> </a></div> </span></div></div> <script type="text/javascript" src="//fast.wistia.com/assets/external/E-v1.js"></script> </div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-4c76a933 padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="4c76a933" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-3d3388e elementor-column elementor-col-100 elementor-top-column" data-id="3d3388e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-2d693a8 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="2d693a8" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-713f0569 case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="713f0569" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-2b21d903 elementor-widget elementor-widget-html" data-id="2b21d903" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img decoding="async" src="/wp-content/uploads/2017/09/tinygif.gif" data-src="/wp-content/uploads/2019/01/tottenham-logo-white.png" alt="Pets Place logo" class="b-lazy" width="172" height="57"></div></div><div class="elementor-element elementor-element-432ae073 client_quote_text elementor-widget elementor-widget-text-editor" data-id="432ae073" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">“Dynamic Yield has given us a platform to continually enhance and improve our online experience. The system is pivotal to driving our online offering, allowing us to deliver the greatest possible relevance to our fans throughout the online journey. This has helped drive improved user experience and crucially we have seen increases in key performance metrics, such as revenue per user and conversion rate.”</div></div></div><div class="elementor-element elementor-element-3dca7bd5 client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="3dca7bd5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Nick Connor, Global eCommerce Manager, Spurs</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-2ace76ea case_study_challenge padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="2ace76ea" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-2d380793 elementor-column elementor-col-100 elementor-top-column" data-id="2d380793" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-342612a3 challenge_mobile_wrap_reverse elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="342612a3" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-42a51fe4 case_study_challenge_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="42a51fe4" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-49e00043 elementor-widget elementor-widget-text-editor" data-id="49e00043" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><img decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 588px) 100vw, 588px" alt="The Challenge section thumbnail" width="588" height="716" data-src="/wp-content/uploads/2019/01/tottenham-challenge-image.jpg" /></p></div></div></div></div></div></div><div class="elementor-element elementor-element-2d31509e case_study_challenge_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="2d31509e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-10bb723b challenge_title elementor-widget elementor-widget-heading" data-id="10bb723b" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Challenge</h2></div></div><div class="elementor-element elementor-element-7083610d challenge_list elementor-drop-cap-yes elementor-drop-cap-view-default elementor-widget elementor-widget-text-editor" data-id="7083610d" data-element_type="widget" data-settings="{"drop_cap":"yes"}" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Tottenham uses its online store, “Spurs Shop,” to sell everything from the club’s latest kit to White Hart Lane themed Monopoly to its millions of fans around the world. As they redesigned their website and stadium, the club sought to capture visitor behavior across multiple touchpoints to target visitors with relevant content and merchandise to enrich the fan experience. In addition, Tottenham witnessed a lower add-to-basket rate among significant mobile user segments. To remedy this behavior, they needed a solution that would enable them to surgically target these site visitors with bullet-proof strategies. In particular, the eCommerce team at Tottenham required a solution that would:<ul><li>Integrate data from across sites, devices, and CRM to power one cohesive experience and give Tottenham full ownership of the data</li><li>Allow non-technical people to easily make instant website changes</li><li>Offer personalization, recommendations and automated optimization in one system</li><li>Provide mobile-dedicated templates that can be targeted at underperforming segments</li></ul> After evaluating about <strong>40 vendors</strong> across the personalization and optimization category,
the club turned to Dynamic Yield.</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-3ff28d0c case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="3ff28d0c" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-165dd4b3 elementor-column elementor-col-100 elementor-top-column" data-id="165dd4b3" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-c5aecc8 execution_title elementor-widget elementor-widget-heading" data-id="c5aecc8" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Execution</h2></div></div><section class="elementor-element elementor-element-58552023 elementor-section-content-middle case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="58552023" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-19e55ce6 elementor-column elementor-col-100 elementor-inner-column" data-id="19e55ce6" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-f44aa4d execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="f44aa4d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Personalized layout of mobile website based on
user behavior</div></div></div><div class="elementor-element elementor-element-532f2cec execution_text elementor-widget elementor-widget-text-editor" data-id="532f2cec" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Engaging mobile visitors requires a sleek interface with an acute awareness of the unique idiosyncrasies of mobile shoppers. While many eCommerce sites simply repurpose the desktop website Tottenham used insights from Dynamic Yield to optimize its mobile website.
For Spurs, the navigation blocks below have a particularly high clickthrough rate on mobile and tablet but were stuck at the bottom of the page, identical to the desktop design. Once Dynamic Yield pointed out highlighted the performance of the blocks on mobile, Tottenham moved the blocks above the fold, driving <strong>4X as many clicks</strong>.
Creating this mobile first experience also decreased bounce rate by 31% and increased conversion rate for mobile homepage visitors by 40%.</div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-45b38bb case_study_execution_row_1 bild_padding_top custom-align-items-center elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="45b38bb" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-964c586 elementor-column elementor-col-50 elementor-inner-column" data-id="964c586" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-a3c58b7 elementor-widget elementor-widget-text-editor" data-id="a3c58b7" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 325px) 100vw, 325px" alt="Personalized layout of mobile website based on user behavior" width="325" height="302" data-src="/wp-content/uploads/2019/01/tottenham-execution-image-1.jpg" /></div></div></div></div></div></div><div class="elementor-element elementor-element-6ec86b7 elementor-column elementor-col-50 elementor-inner-column" data-id="6ec86b7" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1fdab2a execution_text elementor-widget elementor-widget-text-editor" data-id="1fdab2a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>After the initial success, Spurs also refined these key navigational blocks to serve relevant content based upon user behaviour in order to give a tailored and relevant experience. In doing so, the Click Through Rate on these mobile blocks has gone up to 50%.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-5cc8c11 case_study_execution_row_1 bild_padding_top elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5cc8c11" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-4ff3f8a execution_row_1_left_text_wrap elementor-column elementor-col-100 elementor-inner-column" data-id="4ff3f8a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-36337a8 execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="36337a8" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Served contextually aware recommendations based on stage of buyer journey</div></div></div><div class="elementor-element elementor-element-0e16b45 execution_text bild_column elementor-widget elementor-widget-text-editor" data-id="0e16b45" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">For first time visitors, Tottenham deployed a banner highlighting the local weather with relevant product recommendations based on the current conditions.</div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-f405714 case_study_execution_row_1 custom-align-items-center elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="f405714" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-24516d9 elementor-column elementor-col-50 elementor-inner-column" data-id="24516d9" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-a5a6fe9 elementor-widget elementor-widget-text-editor" data-id="a5a6fe9" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 260px) 100vw, 260px" alt="Served contextually aware recommendations based on stage of buyer journey" width="260" height="464" data-src="/wp-content/uploads/2019/01/tottenham-execution-image-2.1.jpg" /></div></div></div></div></div></div><div class="elementor-element elementor-element-cdfec43 elementor-column elementor-col-50 elementor-inner-column" data-id="cdfec43" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-9c72ebe execution_text bild_column elementor-widget elementor-widget-text-editor" data-id="9c72ebe" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">For example, on a rainy London morning, the widget would highlight Spurs hoodies while on the rare sunny afternoon, polos, kits, or other appropriate products were shown.</div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-223eb3a case_study_execution_row_1 custom-align-items-center elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="223eb3a" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-f632df3 execution_text elementor-column elementor-col-50 elementor-inner-column" data-id="f632df3" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-f4bafbf elementor-widget elementor-widget-text-editor" data-id="f4bafbf" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">For repeat visitors, Tottenham used this real estate to showcase recommendations based on previous purchases, leveraging Dynamic Yield’s affinity algorithm to drive higher engagement and revenue per user.</div></div></div></div></div></div><div class="elementor-element elementor-element-f868a85 elementor-column elementor-col-50 elementor-inner-column" data-id="f868a85" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-e8cdf5c elementor-widget elementor-widget-text-editor" data-id="e8cdf5c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 412px) 100vw, 412px" alt="Served contextually aware recommendations based on stage of buyer journey" width="412" height="277" data-src="/wp-content/uploads/2019/01/tottenham-execution-image-2.2.jpg" /></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-61dbfb8 case_study_execution_row_1 custom-align-items-center elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="61dbfb8" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-9cfda22 elementor-column elementor-col-50 elementor-inner-column" data-id="9cfda22" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-ff18195 elementor-widget elementor-widget-text-editor" data-id="ff18195" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 417px) 100vw, 417px" alt="Served contextually aware recommendations based on stage of buyer journey" width="417" height="175" data-src="/wp-content/uploads/2019/01/tottenham-execution-image-2.3.jpg" /></div></div></div></div></div></div><div class="elementor-element elementor-element-ac21dea execution_text elementor-column elementor-col-50 elementor-inner-column" data-id="ac21dea" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-75aa86b elementor-widget elementor-widget-text-editor" data-id="75aa86b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Finally, the club recommended products in cart based on the current value of items in the basket, encouraging users to hit shipping thresholds to increase conversions and order values. This increased spend on items of £10 or less by 35% year-over-year, helping to achieve higher average transactions values.</div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-96370ff case_study_execution_row_1 bild_padding_top elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="96370ff" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-4ad974c execution_row_1_left_text_wrap elementor-column elementor-col-100 elementor-inner-column" data-id="4ad974c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1b1cb4e execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="1b1cb4e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Split test the mobile product page to boost engagement</div></div></div><div class="elementor-element elementor-element-d374d26 execution_text bild_column elementor-widget elementor-widget-text-editor" data-id="d374d26" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">To understand how users interacted with mobile product pages, Spurs targeted split tests by audience type, ultimately landing on a new design for mobile product pages that <strong>boosted revenue per session by 9%</strong>. <br> <br> Tottenham has adopted a culture of experimentation and now continually improves its mobile website with a constant cycle of analysis, test planning, test implementation, and reviewing results.</div></div></div><div class="elementor-element elementor-element-c336675 elementor-widget elementor-widget-text-editor" data-id="c336675" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 530px) 100vw, 530px" alt="Split test the mobile product page to boost engagement" width="530" height="732" data-src="/wp-content/uploads/2019/01/tottenham-execution-image-3.jpg" /></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-3843a01 case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="3843a01" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-a9e0f63 elementor-column elementor-col-100 elementor-inner-column" data-id="a9e0f63" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-cd45076 execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="cd45076" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Highlighted benefits of buying directly from Tottenham to increase cart additions</div></div></div><div class="elementor-element elementor-element-d913d6b execution_text elementor-widget elementor-widget-text-editor" data-id="d913d6b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Having identified smartphone segments as 41% less likely to add products to their bag, Tottenham analyzed their data further and discovered these segments were: <br> <br><ul><li>Largely driven by email and social channels</li><li>Earlier in their buying journey, and</li><li>More likely to be newer and younger than the average visitor.</li></ul></div></div></div><div class="elementor-element elementor-element-b257a1c elementor-widget elementor-widget-text-editor" data-id="b257a1c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 642px) 100vw, 642px" alt="Highlighted benefits of buying directly from Tottenham to increase cart additions" width="642" height="354" data-src="/wp-content/uploads/2019/01/tottenham-execution-image-4.jpg" /></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-257a8d9 case_study_execution_row_1 bild_padding_top elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="257a8d9" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-f6051f4 elementor-column elementor-col-100 elementor-inner-column" data-id="f6051f4" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-2bd5333 execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="2bd5333" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Leveraged out-of-the-box templates for social proof, geo-targeting, and contextual navigation</div></div></div><div class="elementor-element elementor-element-14abff3 execution_text elementor-widget elementor-widget-text-editor" data-id="14abff3" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">As with all of the Spurs’ personalization deployments, testing several, different variations was a key part of the process. For the free shipping message, Tottenham found that a yellow background drives the highest revenue per session increase in the UK, while cyan performs better in most other markets. <br><br> Spurs also experimented with several variations of a social proof messaging with the template highlighted below, driving a <strong>10% increase in revenue per session</strong>.</div></div></div><div class="elementor-element elementor-element-2deb503 case_study_execution_row_1 elementor-widget elementor-widget-text-editor" data-id="2deb503" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 790px) 100vw, 790px" alt="Leveraged out-of-the-box templates for social proof, geo-targeting, and contextual navigation" width="790" height="228" data-src="/wp-content/uploads/2019/01/tottenham-execution-image-5.jpg" /></div></div></div><div class="elementor-element elementor-element-9136732 execution_text elementor-widget elementor-widget-text-editor" data-id="9136732" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">On mobile, Spurs leveraged an out-of-the-box navigation template (below) and set targeting rules based on the stage of buyer journey to improve retention, generating a 15.3% increase in revenue per session. Following these successes, Spurs used these insights to further develop functionality to enhance the experience on their online shop.</div></div></div><div class="elementor-element elementor-element-dcd291f elementor-widget elementor-widget-text-editor" data-id="dcd291f" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 505px) 100vw, 505px" alt="Leveraged out-of-the-box templates for social proof, geo-targeting, and contextual navigation" width="505" height="732" data-src="/wp-content/uploads/2019/02/tottenham-execution-image-5.2.jpg" /></div></div></div><div class="elementor-element elementor-element-e3019dc execution_subtitle elementor-widget elementor-widget-text-editor" data-id="e3019dc" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Implemented Dynamic Yield on Media site to merge data and target effectively</div></div></div><div class="elementor-element elementor-element-26afe50 execution_text elementor-widget elementor-widget-text-editor" data-id="26afe50" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">As part of Tottenham’s strategy to provide fans with a personalized experience throughout every interaction with the club, Tottenham implemented Dynamic Yield across additional digital products, including their media and news site—a step that enabled Tottenham to get to know their fans even better and cater to each individual. <br><br> In doing so, Tottenham discovered numerous additional segments, each of which demonstrated a particular behavior. For instance, a large cluster of segments was characterized as very unlikely to purchase products and instead, were more interested in consuming “gossip.” In serving these segments content that relates to the exclusivity of news (as opposed to simply pushing them to complete a purchase), Tottenham sought to generate greater engagement and value for the business than direct commercial messaging:</div></div></div><div class="elementor-element elementor-element-451d1a5 elementor-widget elementor-widget-text-editor" data-id="451d1a5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><img loading="lazy" decoding="async" class="attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 575px) 100vw, 575px" alt="Implemented Dynamic Yield on Media site to merge data and target effectively" width="575" height="160" data-src="/wp-content/uploads/2019/01/tottenham-execution-image-6.jpg" /></div></div></div><div class="elementor-element elementor-element-aedc894 execution_text elementor-widget elementor-widget-text-editor" data-id="aedc894" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><strong>These messages received 1294% more interaction vs. commercial messaging</strong>, meaning that Spurs were still able to generate value by data capture rather than just through direct commercial messaging.</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-805219b case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="805219b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-2bd5e420 elementor-column elementor-col-100 elementor-top-column" data-id="2bd5e420" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-5cd62d26 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5cd62d26" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-7ed5d133 elementor-column elementor-col-100 elementor-inner-column" data-id="7ed5d133" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-34f5d0ef takeaway_title elementor-widget elementor-widget-heading" data-id="34f5d0ef" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Key Takeaway</h2></div></div><div class="elementor-element elementor-element-c69363f takeaway_text elementor-widget elementor-widget-text-editor" data-id="c69363f" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">By personalizing experiences at every stage of the conversion funnel, Tottenham created a seamless shopping experience for club supporters across devices. To continue to set the standard in fan experiences, the Spurs now plan to craft individualized fan journeys beyond its Media and eCommerce sites. 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