Horse & Country TV


Horse & Country TV is an international multi-screen network about equestrianism and country lifestyle. The digital offering (consisting of linear TV channel, live events and an extensive video back catalogue) was delivered to subscribers across web, mobile and smart TV platforms via an eCommerce B2C SaaS OTT platform.

Using written editorials powered using WordPress, potential customers are driven into a content marketing funnel from paid-for social advertising to subscription purchase.


Refined the dunning process (total number, periodicity and messaging) to reduce eCommerce involuntary churn by over 50%.

Consolidated 15 websites instances into a single integrated WordPress multisite theme (for single global updates and performance improvements)

Release manager for a large number of app platforms:

  • iOS mobile
  • Android mobile
  • Web
  • Amazon FireTV
  • Amazon Prime Video
  • Android TV
  • Apple TV
  • Roku

Launched across six territories (UK, US, Sweden, Germany, Netherlands, and APAC) in multiple languages and currencies.

Increased subscription signup conversions by testing multiple mobile-first landing pages on the UnBounce platform.

Search Engine Optimisation (SEO)

Ranking in search engine results were dramatically improved in a number of ways:

  • Creation of structured data (also known as “rich snippets”) which allowed the display of news, tv programs and individual video results to appear in more enticing ways
  • Global SSL certificates increased consumer confidence
  • Easy to understand in-page “traffic light” SEO evaluation system for editorial team
  • Better page rendering performance (including TTFB) which raised Google PageSpeed scores

eCommerce attribution

Example affiliate journey (including signposting)
  • End-to-end affiliate tracking program (which allowed full monitoring of conversions, from digital display advertising through to purchase)
  • Implemented country-specific Facebook tracking pixels (to allow the creation of “lookalike” audiences for retargeting)
  • Consolidated individual Facebook pages to a simplified geographic “Facebook Global Pages” structure
  • Google AdWords attribution modelling for evaluation of paid-for keyword ad placements

New features

  • Daily/weekly TV guide (automatically updated every hour)
  • Countdown timers for time-based events and premieres (to increase FOMO)
  • 404 error page with multiple endpoints (so no dead-end customer journeys)
  • Simple, universal navigation for the hybrid web OTT and WordPress applications
  • Hundreds of 302 redirections (to avoid 404 errors from legacy links)
  • Improved content discovery (i.e. genre-based browsing)
  • Homepage geolocation (to prevent subscriptions being purchased from the wrong country)
  • OpenX ad distribution server (for automated deployment and rotation)
  • Multi-lingual subscription drivers (including a second paragraph mobile-only unit)
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Internal digital display advertising

Other enhancements

  • Improved client service by creating easily¬†understood technical documentation¬†(including User Personas & User Stories)
  • Enhanced internal communications with digital infrastructure (e.g. Slack, Zapier, Trello) and created detailed step-by-step Product Support Guides to facilitate backlog prioritisation and stakeholder buy-in
  • Google Analytics and Hotjar integrations (including open graph metadata for Facebook and Twitter)
  • Hundreds of 302 redirections (to avoid 404 errors from previous site migrations and other outdated links)
  • Technical documentation for RFP and evaluation criteria for vendor selection process
  • Single, unified domain name strategy
  • Responsive (mobile-first) email marketing templates in MailChimp – including weekly RSS news emails – and automated transactional email processing in Mandrill
User interaction heatmap

Date: 4th October 2017

Project url:

Category: Code, Product