F.C. Copenhagen

F.C. Copenhagen was committed to creating a digital platform that set new limits to the digital expansion of the F.C. Copenhagen brand and for the interaction with its fans.

The key was to find a solution that would allow F.C. Copenhagen to fulfill the role of a modern football club, which serves the needs of fans, sponsors, and other stakeholders. This required a strategy for the digital user experience based on understanding what makes a good football club site to the users and what makes a great working tool for F.C. Copenhagen content editors.

Over 50% of F.C. Copenhagen’s users use the site from their mobile, and it was therefore essential that the site be designed from a mobile-first principle. 40% do not enter the site via the front page, but instead via articles on social media. All articles have the same function as the front page, and the user can get around the site in the same way as though they started on the front page. This improvement alone brought the bounce rate significantly down.

At FCK.DK the user can buy tickets, see practical information about matches - the user can inform about future matches, get live statistics during matches and dive into previous matches right back from the club’s start in 1992 - and get news about the club.

There are no dead ends. All site pages allow the user to move on to other relevant content, which has improved the conversion rate on the site.

Today, F.C. Copenhagen uses its new platform to bring the club even closer to its fans, measuring the impact of its digital efforts to further enhance the digital user experience with F.C. Copenhagen. The flexibility of the platform means that, for example, F.C. Copenhagen is not locked in fixed ways to publish content, but has different options that they can test.