NFL.com Analysis

The National Football League’s official website is very well constructed and does an excellent job of both generating traffic and creating conversions. Attracting people to NFL.com is the easy part. The first logical place someone would go to check football scores or news would be the official site of the league itself. As a result of this NFL.com sees a lot of free unpaid search traffic. If you simply search for football the first site, you see is NFL.com. The NFL also promotes its site by showing advertisements during games. They market their site as the best website for NFL scores because it’s the official site of the league. The NFL also creates traffic by promoting their websites fantasy football feature. This way they can attract more fans to their site who are looking to play fantasy football as well as other free NFL games. This website also has a lot of free content on it. Such as videos or articles about the league and its players. This is where the website gets creative. While there are plenty of short videos available the website promotes much more content that requires a subscription to watch. As I said before generating traffic is the easy part, creating conversions requires more work. The NFL offers content that is exclusive to their website, and since they own the rights to all football games it is easy to do so. They allow customers to watch full game replays as well in-depth documentaries and behind the scenes shows. The NFL offers a free trial for this package to help entice fans to consider paying for this online content. NFL.com currently charges $50 for what is called the “Game Day Package” and the content included in it has continued to grow over the years. The NFL website does more than just try and sell an online package though. They also promote NFL jerseys and gear throughout their website. The website is able to track which teams someone is consistently looking at to determine which team they root for on Sundays. This is another way to increase conversions because now they are showing a line of products customized to their consumer. This helps them bring the consumer to a new webpage titles NFLshop.com which sells everything from jerseys to cornhole games. The website is very easy to use and allows consumers based on their favorite team or player, it is also categorized by the type of product such as tailgating equipment or footwear. There is also a search bar if someone is looking for a specific product. The official website of the NFL ultimately has a great strategy in creating conversions and revenue. They bring traffic in by offering free content such as scores and short clips, and then turn that traffic into conversions by selling their “Game Day Package” as well as NFL teams’ apparel and gear. By doing this NFL.com is able to create conversions and maximize revenue as well as create new and returning customers.