The digital transformation project of Fish TV‘s portal began in 2018 with the aim of redefining the channel’s online presence and engagement strategy. As the newly appointed Digital Specialist, I conducted an extensive evaluation of the existing portal to identify opportunities for improvement. The initial assessment revealed a lack of clarity in the portal’s objectives, resulting in underwhelming user engagement despite the channel’s strong brand recognition.
Challenges:
- Lack of clarity in the portal’s objectives.
- Underwhelming user engagement.
- Need for better understanding of user expectations.
- Difficulty in standing out in a competitive market.
Strategies Implemented:
- Benchmarking Analysis: Study of practices from other leading channels in Brazil to understand industry standards and user expectations.
- Audience Research: Data collection from over 2500 viewers to understand preferences, interests, and browsing behavior.
- Strategic SEO Planning: Identification of relevant keywords to optimize portal content and increase visibility in search engines.
- UX/UI Enhancement: Overhaul of the user interface to provide a more intuitive and enjoyable browsing experience.
- Content Segregation: Clear organization of content between the portal and the streaming service to facilitate visitor access.
- Program Promotion: Highlighting Fish TV’s flagship programs to attract and retain viewers.
- Dynamic Programming: Integration of real-time program information to offer an updated viewing experience.
Results Achieved:
- Substantial increase in monthly traffic, with views jumping from 10,000 to 65,000 within three months.
- Significant increase in engagement with news articles, with average views surpassing 1000.
- Tripling of paid subscriptions to the streaming service within the first six months.
- Improved Google rankings for fishing-related keywords, solidifying Fish TV as an authority in the industry.
- Notable reduction in bounce rate, dropping by over 80%, reflecting a better user experience and content relevance.
Conclusion:
The Fish TV digital transformation project highlights the importance of strategy, user-centered design, and meticulous execution. By prioritizing user experience, content relevance, and SEO optimization, Fish TV’s online portal has become a premier destination for fishing enthusiasts, setting a new standard of digital excellence in the industry.
