Case Study Harlem Globetrotters Increase Ticket Referrals

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Case Study Harlem Globetrotters Increase Ticket Referrals
GETSMARTCONTENT
1.888.583.1953
[email protected]
Harlem Globetrotters
Increase Ticket Referrals
THE CHALLENGE
The Harlem Globetrotters, who have traveled around
the world playing for 87 consecutive years, utilize their
website to promote the Globetrotter brand and refer
visitors to the correct ticketing site to purchase tickets
for the Globetrotter games played in over 122 countries.
To increase ticket referrals, the Globetrotters needed
a method to connect visitors interested in purchasing
tickets to the appropriate offsite ticketing agents.
This minimized the need to search through lengthy
game schedules.
THE SOLUTION
The Harlem Globetrotters utilized Get Smart Content to implement a dynamic content
strategy targeting the main hero display banner of the Globetrotter homepage. Using
the visitor’s geolocation and vicinity to the nearest game venue, the Harlem Globetrotters
personalized homepage messaging according to the visitor’s city, state or country.
Visitors who saw geotargeted content returned a
2X
improvement in conversion rates
vs. people who did not see a targeted message.
The Globetrotters also improved content relevancy by targeting calls to action
by the search terms that brought the visitors to harlemglobetrotters.com.
SCHEDULE, TOUR, SHOW
SEARCH
1. Visitors searching for Globetrotter schedules, tour or
show were served content guiding them to view the full
season game line up.
STORE, JERSEYS, GEAR, MERCHANDISE SEARCH
2. Visitors searching for store, jerseys, gear or merchandise
Globetrotters store.
ROSTER, PHOTOS, FAN PHOTOS
SEARCH
3. Visitors who searched roster, photos or fan photos were
asked to visit the Globetrotter Nation for all the latest on
the team.
THE RESULTS
Using Smart Content, Harlem Globetrotters were able to provide visitors with content most
relevant to their interests; better serving visitor’s needs and improving overall site engagement.
In just 10 days, visitors who were served Smart Content on The Harlem Globetrotter’s homepage
were 55.6% more likely to click through on the hero image and 117% more likely to visit
the partner vendor page to purchase tickets than visitors who saw default content.