Dunfermline Athletic Football Club Case Study

DAFC Website & Online Shop

We were approached by Dunfermline Athletic Football Club (DAFC), to help them build an e-commerce platform that could handle online purchases and high traffic while supporting their growth objectives.

Services Used

  • Responsive WordPress Design
  • |
  • Secure Checkout Process
  • |
  • Effective eCommerce Plugins
  • |
  • High Performance and Load Speed
  • |
  • SEO Optimised
  • |
  • Scalability and Security Measures
DAFC Website Case Study

DAFC, despite having a strong offline presence, had been struggling with its online platform. Their existing website was not equipped to handle the high volume of traffic it was receiving, resulting in slow load times and frequent crashes. This was affecting their customer experience and, by extension, their sales. They needed a robust, scalable, and user-friendly e-commerce solution that could meet their current needs and support future growth.

We began by conducting an in-depth analysis of DAFC’s business model, customers, and competitors. This allowed us to understand their unique needs and challenges, enabling us to design a customised solution that would set them apart in the digital landscape.

Our team of expert developers then got to work, leveraging the latest technologies and best practices to build a highly scalable and reliable e-commerce platform. We focused on creating an intuitive user interface, ensuring that the site was easy to navigate, visually appealing, and optimised for conversions.

We then placed a focus on both the User Experience (UX) and User Interface (UI) testing, as these form a crucial element to the success of an e-commerce site. Our team are aware that poor UX/UI can frustrate users, leading to cart abandonment and lost sales.

Key Features

Fixtures and Results

This feature allows supporters to find match dates, locations, and kickoff times with ease, as well as access in-depth reports on past game outcomes and performance analyses. It serves as the go-to destination for fans planning to attend or stream upcoming games and those wanting to relive the action of completed matches.

Online Customised Shirt Printing

The user-friendly interface ensures a smooth personalisation process, from selecting shirt sizes to adding bespoke touches, guaranteeing that every fan can feel like a part of the team. After customisation, fans can easily purchase and have their personalised gear delivered to their doorstep, ready for the next match day.

News and Updates:

From behind-the-scenes insights to transfers and official statements, this feature keeps supporters fully informed with rich, engaging content. Whether it’s pre-match build-up or post-match reactions, our timely updates ensure you never miss out on any key developments involving the club.

First Team Squad Page:

Explore the heart and soul of DAFC with an expansive first team squad page that provides comprehensive information about each player. Fans can delve into detailed profiles that showcase the players history and sponsorhips.

The Launch

The result was a modern, up-to-date e-commerce platform that not only met but exceeded DAFC’s expectations. The new website was capable of handling high-traffic loads without any performance issues, ensuring a smooth and enjoyable shopping experience for their customers.

Moreover, we implemented advanced analytics tools to provide DAFC with valuable insights into user behaviour, helping them make data-driven decisions and continuously improve their online store.

The Results (The Final Score)
Since the launch of the new website, DAFC has seen a significant increase in online sales. The site’s improved performance and user-friendly design have led to higher customer satisfaction and repeat purchases.

Furthermore, the scalability of the platform has allowed DAFC to seamlessly handle its growing traffic and expand its online presence, providing it with a solid foundation for future growth.

Key Success Metrics

Conversion Rate:

DAFC's ecommerce site has witnessed a significant increase in its conversion rate, indicating that the strategies and site optimisations are effectively encouraging visitors to complete purchases.

Average Order Value (AOV):

There has been a consistent upward trend in DAFC's average order value, reflecting the success of upselling and cross-selling tactics that have led customers to spend more per transaction.

Cart Abandonment Rate:

A marked reduction in the cart abandonment rate has been achieved by DAFC, thanks to streamlined checkout processes, improved site navigation, all contributing to an enhanced rate of checkout completions.

Get In Touch


Now that you have found one of our easter eggs, your next task is to find your perfect marketing team. Use the form below to get started!