As Australia’s #1 supported club, the Sydney Swans needed to be able to easily engage with over 1 million fans.

Their new website delivers a high level of engagement and interactivity unseen elsewhere in the AFL. It generated an immediate improvement in visitor interaction, with bounce rate decreasing by 36% and more than doubling the time spent interacting with content.


The project needed to encourage renewing and signing up for memberships on the website, replacing the call centre as the first (and preferably only) port of call for fans finding information. Achieving this required a better user experience. To remove customer blockages and pain points in the purchase process, we wanted to make what the membership packages included clearer plus create a more streamlined ticketing experience. Our end result goal was to make buying memberships and tickets online an enjoyable event that’s faster and easier than picking up the phone.

Strategy & UX

The user flow formed the backbone for our digital strategy. In simple terms, we set out to reduce the number of clicks needed to make an informed purchase – and we wanted the site to reflect the members’ experience on the field. Using interactive and highly visual elements, we would create an engaging and fun space that would hold the attention of their fans.

Proposed features included dynamic filters to allow visitors to drill down to their preferred membership package, and a page to accommodate all renewals, including the customers who previously signed up through the call centre. We also decided to embed the FAQs into the membership area, giving visitors immediate access to help and allowing them to seamlessly complete purchases.


With fullscreen video, parallax effects, captain’s letter, social media sharing, interactive seating maps for both venues and an online sales assistant (chat), the creative delivers the high level of engagement and interactivity usually reserved for overseas sporting teams and unseen in other AFL websites.

The build used the latest web techniques to ensure search engine optimisation, browser compatibility and to be responsive on all devices. We heavily customised the WordPress CMS for more customised content, to deliver higher quality design values without compromising page loading speed and to improve usability and functionality for the client. The site was also thoroughly tested in-house using our own Device Lab.


The new website saw an immediate improvement in visitor interaction. Compared with figures from the final three months of the old site, the bounce rate decreased by 36%, and more specifically, for mobile traffic it decreased by 34%. The average length of time visitors spent on the site also more than doubled, rising from 1 minute and 47 seconds to 4 minutes and 30 seconds.


Explore the Sydney Swans website and see the improvements in action.
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