Another Trophy for Arsenal Football Club (and KPS!)

Another Trophy for Arsenal Football Club (and KPS!)


We’ve been working with Arsenal for the last 3 years, and have transformed the site (and resulting KPIs), redesigning the user experience and and allowing the business to scale up fast, with a new platform, increased product lines, and features such as tools for customizing football kits and fan-favourite memorabilia.

Improvements have been seen across the board – for instance significant improvements in page load speed, conversion rate improvements over 20%, to name but a few.

Commenting on this fantastic work by the Arsenal & KPS teams, Judge Davina Lines said: “This was a complex and well presented project. Noticeably a lot of hard and excellent work has gone into the website that has considered the full user journey on and beyond the site.”

Since the launch of the new site in 2017, the teams have continued to innovate, integrating stadium tours into the main site, adding new payment methods, optimising the checkout process and implementing a continuous improvement programme.

Commenting on the win, Barnaby Moffat, Commercial Director at KPS stated: “We’re thrilled to see Arsenal and KPS’s hard work to revolutionise the site – and business – performance – has been recognised at these prestigious awards. We’ve been working together for over 3 years, launching the new site in 2017. Since then, we have run a continuous programme of improvements, reviewing customer journeys, adding new features to improve the site, and the end result is a great experience for the site visitor, and a boost to the Arsenal Team’s KPIs.”

Jonathan Yardley, Head of E-Commerce at Arsenal added “This is such fantastic news for everyone. The teams have worked so hard behind the scenes to bring our fans the best online experience we can.”

About Arsenal Direct / Arsenal FC

Arsenal FC boasts over 783 million fans worldwide and a social following of over 82 million. Its official online store, Arsenal Direct, is the go-to resource for authentic football kits, personalised clothing and products, and memorabilia.