3X Traffic Surge, 150% Longer Average Session Duration, and a 95% Reduction in Bounce Rate for Cricket Victoria Website Redesign and Digital Marketing

ZOFELA devised a digital transformation strategy which was geared to make Cricket Victoria stand out amongst the other state based cricketing bodies. We unified the look, feel and content of the website to make it focused on increasing brand awareness, trust and familiarity.

Cricket Victoria has diversified cricket programmes and training resources – to make it clear to players and fans on how these classes will help them improve their skills and achieve a better performance in playing cricket professionally. Information was presented in multimedia formats, from articles to PDFs to videos.

Cricket Victoria selected ZOFELA for the following reasons:

• Focus on usability allows even casual users to easily manage Web site without complicated coding.
• Multi-site management provides support and content sharing across many sites across a single management platform.
• Sport and entertainment credentials – WordPress is used by a number of high-profile sports teams across the world
• To overcome low levels of initial familiarity, the idea was to create an energetic and cohesive program across all Web sites, leveraging opportunities afforded by digital media to reach the youth-oriented target market.
• Following a stringent Information Architecture process that clearly defined the overall structure, content and hierarchy for site, ZOFELA worked closely with Cricket Victoria on the visuals for the sites, customizing each design according to the appropriate team/league branding.
• With fan engagement as a key objective, the KFC T20 Big Bash League site includes features such as a live countdown, hype videos to generate anticipation for the start of the competition, online membership and rich media content, encouraging fans to pick their teams.
• Extensive social integration such as the Facebook Like Ladder and Fan Voice page create a sense of tribalism as fans are urged to join in and declare their allegiances, making them part of this exciting milestone in Australian sporting history.

ZOFELA was able to tap into local and global resources that provided them with both feedback and advice on best practice implementation of the solution. What resulted were visually distinctive websites that are all part of one cohesive platform.