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That's the Ticket: NBA Team Revamps Online UX

Thursday, August 7, 2014   (0 Comments)
Direct Marketing News (07/09/14) Schiff, Allison

The Portland Trail Blazers say they have deployed a more user-friendly and profitable online ticket buying experience as a response to an aging fan base. "My concern was that we weren't drawing younger fans to the game," says Dewayne Hankins, the team's vice president of digital and marketing. He also found the online user experience had pitfalls, including visitors having to contend with numerous clicks to make their purchase, while also being bombarded with inappropriate, untargeted offers. Hankins says a turning point was the Blazers entering the second round of the 2014 playoffs for the first time in 14 years, creating potential for record ticket sales. "For us, it was a seismic shift that changed the main product we were selling," he says. "Before, we were mostly interested in selling season tickets; now, it's about having an easier point-of-entry for fans to buy single tickets, and that's where our marketing has shifted." The team enlisted Sq1 to retool its ticket-buying process by designing the Event Ticket Accelerator (ETA). ETA gives visitors a more streamlined way to buy tickets online by displaying a landing page that lets potential buyers browse games by opponent, month, or day. Real-time dynamic pricing is presented and automatically updated based on market conditions. ETA yielded a 950 percent return on paid search efforts and a 630 percent return on direct conversions.

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