Win Report: How reassuring sports fans increased conversions by 29%
Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.
FanTokens.com is the official partner of elite teams like Juventus, AC Milan, FC Barcelona, and Arsenal, and sells tokens for fans to trade. The tokens give fans voting rights and numerous rewards, while also being tradable assets.
The site caters to two distinct audiences: experienced traders, and sports fans who are generally new to the digital asset market.
Research: A lack of understanding
When experienced traders landed on FanTokens.com, they quickly felt at home. The site spoke their language: prices, charts, market caps, leaderboards. They already understood the mechanics—and the potential upside—so navigating the platform felt familiar.
Sports fans arrived differently.
Many had discovered Fan Tokens through their teams’ official socials. They were excited by the promised benefits, but struggled to understand what Fan Tokens were and why the site should be trusted. Responses to our research included:
“What are Fan Tokens?”
“Is this licensed or not?”
“I don’t understand how it works.”
In fact, when our research team analyzed survey responses from non-converters, a lack of knowledge was the single biggest reason they had abandoned the site.
Before thinking about price movements or market opportunities, they first needed reassurance that they understood the rules of the game.
The original page (or control)
The original homepage led with market data and token listings, but provided little explanation of what Fan Tokens were, or why the site was the official place to track them.
The tested page (or variation)
For our variation, we focused on resolving uncertainty at the very top of the page.
Our changes included:
- Clearly positioning FanTokens.com as the official Fan Tokens™ hub, not an aggregator.
- Adding clear reassurance, for example: Trusted by 80+ global sports brands.
- Explaining in plain language what Fan Tokens are—tradable assets with unique benefits.
- Highlighting holder benefits, including trade, voting rights, VIP rewards, and access.
- Framing Fan Tokens as a sports-related asset, not just another crypto market.
Results: Conversions increased by 29%
During the test, we observed a 29% increase in conversions.
This result reinforces the simple idea that explanation is often persuasion, especially if an audience is new or uncertain.
The conversion rate increase didn’t come from adding expensive new features or profit-reducing incentives; it came from making the existing value easier for a key audience to understand. By addressing uncertainty among newcomers, we increased the number of visitors confident enough to take the next step.
Here’s what our client had to say
Gilbert Camilleri, CMO of The Chiliz Group, the company behind FanTokens.com.
“We didn't add incentives or discounts to get this result—we added understanding. Seeing a 29% increase in conversions just by speaking to our audiences in plain language has fundamentally addressed the Fan Token positioning in their first touchpoint.”
What’s next
As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of FanTokens.com and then to other clients.
If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.
We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.
Thanks to FanTokens.com for letting us share these insights (and for being such a fantastic team to work with).
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