It’s no secret that most of the European clubs are paying very close attention to their digital presence and so does Shakhtar Donetsk, with investments on the UX and aesthetics, e-commerce, social media and engagement.
Now let’s be more specific and check below the numbers related to Shakhtar’s performance on its website, which has undergone a major transformation in its navigation, with a cleaner design, keeping the focus on content, while being very friendly-user at the same time.
We observe that Shakhtar has an average of 400k visits per month (360k min – 520k max), average visit duration of 2:57, 3.5 pages per visit on average and not bad nor good bounce rate of 44.26%.
Concerning the countries of these analytics now, we observe that the vast majority is of course from Ukraine (77.87%), with significant numbers also in other countries such as Russia (4.31%), Turkey (3.70%), Germany (2.88%) and USA (1.78%), reaching almost 250 countries in total.
This traffic reaches Shakhtar’s website mostly via typing its domain name (direct) by 59.31%, which means that it is a well established brand in the mind of its fans, but also via search (26.59%), which means that Shakhtar’s SEO techniques are working effectively. What Shakhtar needs to reinforce is its social media presence.
Now let’s break the search part down a little bit. If we analyze more this 26.59%, we observe that 92.72% are organic results and only 7.28% are paid, which is not very clear strategically since the keywords are almost identical in both organic and paid results.
In addition, if we break the social media part down a little bit (9.93%), we notice that VK is the main network with 53.63% and Facebook is second with 18.42%. To some might appear weird Facebook to be in the second place, but in Russia and Ukraine VK is the most preferred network.
Concerning the website content now, apart from the results of the homepage and the store, which show that the club is doing a good job, the users appear to be very interested in videos (number one type of content for engagement)
Furthermore, the users that are visiting the club’s website are also interested in the following categories, with number one being news and media, number 3 business and industry updates and number 4 again news and media!
Overall, Shakhtar Donetsk is performing well on its digital presence and it is clear that it is focusing a lot within its borders. Due to living in a globalized world, a strategy for further expansion is needed and with the stature of Shakhtar’s brand and team, success is a given.