Scoring success with 130% conversion rate boost

The challenge

Leeds United came to IDHL with a tight deadline to rebuild the eCommerce section of their website, ready for the upcoming season’s kit launch. A project that placed collaboration at the forefront, we worked alongside Fantastic Media to implement their site design.

Our approach

Streamlining platform options

After benchmarking eCommerce approaches used by major Premier League clubs and leading fashion retailers, we narrowed platform options to Shopify or Adobe Commerce. Given Leeds’ need for high‑volume scalability and rich merchandising control, Adobe Commerce (Magento Commerce Cloud) was selected as the most robust fit.

Customisable design

Working to such a tight launch deadline, we leveraged our boilerplate theme to efficiently build the site’s foundations. Further flexibility was then added to the layout, with Page Builder used extensively to enable the whole site to be built out of components. This approach allows Leeds to feature different banners, video components, related products, and cross-sell opportunities with ease to tailor their eCommerce site content.

Built for future seasons

The kit builder supports changing fonts, patches, placements, and pricing during international trading, enabled through a complex integration with Global-e. This also allows for multiple languages, currencies, duties, and taxes – resulting in smoother worldwife checkout and increased spending. We also integrated with Medoc (stores/EPOS) and Mosaic (fulfilment), ensuring two‑way communication for accurate finance and stock updates.

To serve different customer types, a ticketing system feed updates season‑ticket‑holder data daily, enabling Leeds to personalise pricing, access, and early‑release purchasing for priority groups.

The results

Hitting the go-live deadline ready for kit launch, the new Leeds United eCommerce store kicked off with great success, seeing more training kits sold in 48 hours than in the entirety of 2020.