Tracking to $1M+

Incremental Monthly Revenue

+35.20%

Conversion Rate

+28.15%

Revenue Per Visitor

Tennis Express

maximilian.com

Partners

Klaviyo®
Shopify Plus®

Industry

Apparel

Services

CRO

Partners

Klaviyo®
Shopify Plus®
Challenge Strategy Results

How Fixing Product Discovery Unlocked $1M+ in Monthly Revenue for Tennis Express

  • Increased conversion rate by +35.20% through navigation restructuring

  • Lifted revenue per visitor by +28.15%

  • October theme test delivered +22.77% Add to Cart

  • Improved checkout completion and reduced abandonment

  • Identified discovery — not PDP — as the primary conversion constraint
About img
Challenge Strategy Results

01

Challenge

Challenge Strategy Results

Challenge

The challenge wasn’t low intent.

It was navigation friction.

Tennis Express didn’t have a product problem. Users who found products converted well. The issue was upstream — discovery.

Shoppers were landing on the site but struggling to efficiently navigate to the right products. That friction limited conversion before PDP optimizations could even matter.

For large SKU catalogs, conversion doesn’t live on the product page.

It lives in discovery.

Without fixing navigation, PDP tests would only create marginal gains.

The real question became:

Where does conversion actually break?

case study details img

02

Strategy

Challenge Strategy Results

Strategy

Rebuilding Navigation to Remove Discovery Friction

We pushed for a full navigation test early — focusing on simplifying pathways, improving product categorization clarity, and reducing cognitive load.

The hypothesis was simple:

If users can find products faster, conversion will scale disproportionately.

This wasn’t cosmetic. It was structural.

The result validated the thesis.

Optimizing the PDP as a Conversion Enabler

Once discovery improved, we layered in PDP enhancements to remove friction at the moment of intent.

Key changes included:

  • Sticky Add to Cart (primary lift driver)

  • Trust signal reinforcement

  • Clearer delivery messaging

  • Streamlined theme updates


The October theme test showed:

+22.77% Add to Cart


+9.23% Conversion

Rate
 Reduced checkout abandonment

Sticky ATC became a permanent feature.

PDP optimizations amplified demand — but only after discovery was fixed.

Protecting Revenue While Testing Promotions

We also tested promotional adjustments to move AOV and RPV.

What we learned:

Promotions can lift revenue — but if they disrupt product flow or overwhelm navigation clarity, they dilute gains.

CRO at scale requires sequencing:

Discovery first.


Intent capture second.


Promotional lift third.

case study details img

03

Results

Challenge Strategy Results

Results

Primary Navigation Test Impact

  • +35.20% Conversion Rate

  • +28.15% Revenue per Visitor

  • Tracking to $1M+ in incremental monthly revenue

This confirms discovery was the primary constraint.

October Theme & PDP Test Impact

  • +22.77% Add to Cart

  • +9.23% Conversion Rate

  • Reduced checkout abandonment

  • Sticky ATC now permanently implemented

Strategic Insight

Users who find products convert well.

The bottleneck wasn’t persuasion.

It was access

Once discovery friction was removed, revenue scaled immediately.

The Takeaway

For large catalog brands, conversion doesn’t start on the PDP.

It starts in navigation.

Tennis Express didn’t need heavier discounts or more aggressive urgency. It needed structural clarity.

By fixing product discovery first — and layering PDP optimizations second — conversion lifted at scale.

The biggest CRO wins aren’t cosmetic.

They’re architectural.

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