ADV Tennis Improves Conversions and Sales with Improved Speed and Better Mobile Experience
How we helped ADV Tennis grow their sales
ADV offers high-performance tennis, pickleball, and padel gear and accessories, combining innovation, quality, and style for players of all levels.
ADV needed our help in optimizing their website and building new landing pages.
Landing Page Development
ADV Tennis hired Propellex to design and build out their landing pages based on funnel stage and campaign. We strategized and designed conversion optimized landing pages on Figma and then built them out on Replo.
Improved Mobile Navigation
With over 70% of traffic coming from mobile devices, optimizing the navigation experience was a top priority. We restructured the mobile menu using Shopify metaobjects to create a clean, two-tier layout. This allowed customers to quickly browse parent and child categories without friction. The result: improved time-on-site and a 22% increase in mobile conversion rate.
Speed Optimization
Site speed was significantly affecting bounce rates, especially on mobile. We conducted a full performance audit and implemented a range of improvements, including:
Lazy loading for media files
Replacing PNGs with lightweight WebP
Compressing oversized images
Minimizing unused JavaScript via Shopify’s theme.liquid
These changes reduced the Largest Contentful Paint (LCP) from 4.6s to 2.1s and helped the site pass all Core Web Vitals on mobile for the first time.
Liquid Page Templates
To enable easy creation of high-converting landing pages, we developed a flexible Liquid template system within Shopify. These templates were built using a combination of custom sections and dynamic blocks, allowing the ADV team to:
Launch new campaigns without relying on developers
A/B test content blocks, headlines, and layouts
Match the landing page structure with Replo designs seamlessly
This modular approach reduced turnaround time for publishing new pages by 60% and empowered the marketing team to iterate faster based on performance insights.
