Columbus Crew
A Shorter Funnel with a 3X Conversion Boost
CHALLENGE
A Pioneering Team in Search of Solutions
One of Major League Soccer’s original franchises, the Columbus Crew long have been known for being forward-thinking. They were the first team in the league to build a soccer-specific stadium, and they also lead the league in striving to deliver customizable memberships that meet fans’ individual needs. The only thing standing in their way was a need for technology that could keep up.
SOLUTION
Promoting Perks, On and Off the Pitch
Just as the Crew moved into its new stadium, the team launched a campaign through TurnStyle that allowed fans to build their own custom memberships starting with as few as four matches. The more matches fans bought, the more perks they earned — including a behind-the-scenes tour of the team’s new home. With automated selling and service, TurnStyle delivered 24/7 solutions that deepened fan engagement and offered upgrades at key moments of the purchase path.
RESULTS
An Instant Increase in Conversion Rate
In just four weeks, the Crew saw amazing results: more than 6,000 tickets sold, along with 330 full season equivalents; a conversion rate of 15%, roughly three times the industry average; and accelerated revenue that reached 50% of the team’s goal in 10 days.
