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WMU Esports Arena Website Recommendations
- 1. WMU Esports Arena Website Recommendations Jake Britt Ashley Mahler Jeffrey Huang Na’Kiyya Spurlock Olivia Jones Cameron Strand Becca Briones
- 2. • Attract students • Bring awareness • Increase website traffic and retention • Fill arena seats • Differentiate WMU • Increase social media followers and engagement Objectives 2
- 3. • Optimize website for all E-Sport/College gaming related searches as well as any games that are offered • Possibly optimize searches for individual games. • Rearrange the site to make it a quick and easy place to find information about the program as well as future events. • Offer additional suggestions on how to fill arena seats and get students interested. Strategy 3
- 4. • 57% of gamers are under 35 years old • 60% of gamers are male • 36.7% of gamers are graduated from college and 52% are graduated from high school or currently enrolled in college MarketResearch 4
- 5. • Lawrence Technological University (LTU) • No website • Partnered with Esports Michigan to give scholarships to high school participants • Not updated since 2017 • Davenport University • Not having a team until fall of 2019 • Esports website is not developed mixed in with other sports at Davenport • Just a slideshow of head coach and one gaming setup • Aquinas college- also adding esports in 2019-2020 • Not having a team until fall 2019 • Only offering 3 games ( League of Legends, Overwatch and Rocket League) • No website at all CompetitiveAnalysis 5
- 8. • 16-25 year old adults • Value gaming • Need a place where they can game/watch and support others • Have school spirit and enjoy supporting peers • Like to participate in school events • Want to meet others with similar interests in gaming • Have Twitch accounts • Follow other gamers/gaming organizations on social media Target Audience 8
- 9. Daniel • 19 years old • Sophomore at WMU • Avid gamer - Fortnite, League of Legends, PlayerUnknown’s Battlegrounds, Call of Duty: Black Ops 4 • Follows famous Twitch streamers - Ninja and DrDisrespect • Living in the dorms with his roommate Nathan • Looking for more things to do around WMU that align with his hobbies • Has enough free time to jon RSOs, intramural leagues, etc Target Personas IMAGE SOURCE - https://local.theonion.com/man-wasting-his- life-playing-video-games-when-there-who-1833387233 9
- 10. Joshua • 17 years old • Senior in high school • Loves gaming with friends and watching videos on Twitch • Has participated in a few gaming competitions • Needs to find a college within his desired major - Computer Info Systems - and close to his hometown of Holland, Michigan • Wants to go to a college that has clubs or organizations that involve his gaming hobbies Target Personas IMAGE SOURCE: https://www.empoweringparents.com/article/ does-my-child-have-a-video-game-addiction- how-to-set-limits-around-video-game-use/ 10
- 11. Usability TestTakeaways Where can I find available games? Why is the logo so large? 11
- 12. Usability TestTakeaways Too many words Look like native ads Random/clunky whitespace 12
- 13. • Optimize for recruiting players and community engagement • For recruiting players, focusing on keywords that would involve college Esports and tournaments • Higher volume for tournaments • Game specific pages • For community engagement, focusing on keywords that would involve team building and nearby entertainment SearchEngine Optimization 13
- 14. Data Organization: • Our strategy is compare desktop and mobile users • Time Frame (last 3 months) • Start of a new semester and year for incoming traffic to the site • January 1st - April 14th 2019 Analytics 14
- 15. • 75% of the users are male • 25% are female • 33.9% are 18-24 years of age • 38% of users are 25-34 years of age Analytics- Demographics 15
- 16. Point to note: mostly new users are visiting the site via organic search Analytics- Users 16
- 17. • The top 5 pages with the most views are the home page, FAQs, Sponsorships, Events, and the Directory. • Key takeaway: try to incorporate FAQs and the Directory/Contact Info into the home page Analytics–DesktopPageviews 17
- 18. Our mobile users are looking for events that are happening such as the Super Smash Bros tournament and camps Analytics–MobilePageviews 18
- 19. • Don’t be afraid to market out of state • Ashburn VA, has second most users that visit the site • Chicago at 3rd with 88 users Analytics–Locations- Desktop 19
- 20. Analytics–Locations- Mobile Key takeaway: optimize mobile experience for in-state users 20
- 21. • Use MailChimp • Personalize messages • Email subject lines that are personalized with a recipient’s first name can increase open rates by 16% higher open rates. • Segment your database to target your audience. • Off Campus, On Campus • 3rd person shooters, 1st person shooters, Platform games • Make emails mobile friendly • Make CTA big and obvious • A/B testing • Try different subject lines Email Marketing IMAGE SOURCE: https://mailchimp.com/design/ 21
- 22. • Add a section to homepage/individual page with Games available for play • Adjustment of the use of the color scheme • Mailing List Popup when first landing on Homepage or a link on the page with a CTA “Join our mailing list for updates!” • Add a Teams page • Showcase teams and their achievements • Ability to sign up for teams • “Directory” changed to “Contact Us” • Reword and reposition the introductory paragraph • Reposition events • Remove Twitch live stream video from the side as well as Twitter feed and replace with icons Changes inDesignElements 22
- 25. • Low bounce rate target: 26 - 40% • Increased audience at the arena • Increased participation in tournaments/leagues • Increased conversion rate for email list sign-up • Increased size of the email list • Increased website traffic • Increased social media following Goalsand Measurements 25
- 26. • Sign up for Bronco Bash during the first week of school collect emails and give out Esport shirts, candy, chapsticks, lanyard, etc. • Sign up for involvement zone in June during orientation to provide awareness to incoming freshman. • Partner with eSports Michigan to build awareness give scholarships to winners of tournaments Final Recommendations 26
- 27. Thank you!