Web technology enables web publishers to change, or segment, their message for different users. This capability increases Return on Investment by making the experience better by appealing to the individual user's needs and delighting the customer.
MLB.com includes links that appeal to different user experiences, or journeys:
International - Japanese, Spanish, Chinese and Korean language links
Low Bandwith - Easy to navigate page
Commerce - Ads for Father's Day presents
Statistics - Scores and information about current and past games, players and teams
Video - Highlights and live games
Commerce - Tickets, directions and weather reports
Audio - Highlights and live games
Each of these links represents a different, if possibly overlapping, agenda for each fan. Some will be going to games and need to buy tickets; others will just be looking at the latest scores and there will also be visits from people who aren't into baseball at all but are just buying a present for someone who is.
MLB.com's landing page seems to conveniently address every possible value proposition for fans. The site also makes baseball widely accessible through multiple language and low-bandwith versions as well as extensive audio and video offerings.
By making its site easily consumable by all levels of fans in most every location, MLB.com is getting the most out of its audience, by helping local, international, the casual and the ardent and perhaps even a few fans with disabilities who need a less complicated screen as on the low-bandwith version.
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