A Shorter Funnel with a 3X Conversion Boost
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.
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.
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.