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Official Soccer Schools

Award LogoImproved user experience and streamlined customer journey for Official Soccer Schools by the EFL Trust.  The site allows over 30 professional football clubs to facilitate academy courses, after school clubs and summer camps.

  • Strategy


  • Design

    UX, Mobile

  • Client

    EFL Trust

Open Project
01 // Project Overview

Award winning Magento 2 website for the EFL Trust

The EFL Trust was founded in 2008 and is the charitable arm of the English Football League (EFL).  Their work sees them engage with over 880,00 people each year and invest £59 million into local communities each year.

Through their Official Soccer Schools website, EFL Trust offers a platform for over 30 professional football clubs to accept online bookings for after-school clubs, academy training, walking football as well as a wide-ranging number of other courses and activities.

02 // Outcomes

Increase in conversion and sales

The existing Official Soccer Schools website was successful with a high volume of orders being processed through the website, largely down to social media marketing and website referrals from each of the CCO’s that utilise the site.

However, the purchase process was not easy to navigate and one of the key things that EFL Trust asked us to do was look at making booking onto a session much easier. We accomplished this by implementing a wizard-style process for checking out on the site, and ensuring the mobile user experience was simple and easy to follow.

The early results are impressive, with significant increases in conversion rates and sales.


Mobile View

04 // Statistics

Award winning growth


Website Orders

Orders from new and returning customers both increased with page views reducing

0 %

Conversion rate

Website conversion rate rose to over 12%

0 %

Increase in revenue

Like for like sales shot up as a result of the new user experience.

05 // The verdict


It has been a pleasure working with Darren and his team at Courageous. The process from developing the brief to the build was fluid, and their ability to take an idea and make it a reality is brilliant.

As a charity, it is integral that we get value for money and this is certainly what you get with this team.

Their expertise and guidance on migrating our Official Soccer Schools site to a new platform, refining the customer journey whilst giving the entire site a face lift has been great.

We’re already seeing a positive difference in the analytics with our conversion rates increasing through a much improved user journey, and we look forward to continuing working with Courageous.



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