Redefine×Core Pickleball · Shopify e-commerce optimization
An e-commerce overhaul built to grow Core Pickleball.
Core Pickleball is a fast-growing, USAPA-approved pickleball equipment brand on Shopify. Redefine optimized the whole funnel with one team: a conversion-focused UX/UI redesign of the storefront, SEO and custom review management for organic visibility and trust, Klaviyo lifecycle email automation, a B2B wholesale module, and page-speed improvements across the store.
UX/UI redesignShopify supportSEO & visibilityCustom review mgmtKlaviyo automationB2B wholesale
Optimized
▲ storefront & product pages
UX/UI · conversion focus
Automated
▲ lifecycle email
Klaviyo flows · trigger-based
Faster
▲ page speed & stability
Core Web Vitals · QA
Visible
▲ organic search
SEO · structured data
Qualitative outcomes from the engagement brief. Numeric metrics shown later on this page are illustrative samples pending verification.
Industry
Pickleball equipment & accessories e-commerce
Platform
Shopify storefront (optimized in place)
Focus
CRO, SEO, lifecycle email & B2B
Engagement
UX/UI, Shopify support, SEO, Klaviyo, B2B
Outcome
Stronger visibility, engagement & repeat sales
Model
One team · data-informed strategy
Certified & partnered
- Shopify Partner
- Klaviyo Partner
- Google Partner
- Meta Business Partner
- Baymard-informed UX
- Web Vitals optimized
Summary
Core Pickleball is a consumer brand making premium, USAPA-approved pickleball paddles, balls and accessories, selling direct on Shopify. Redefine Innovations ran a structured, data-informed optimization of the whole e-commerce experience with one team: a UX/UI redesign of navigation, homepage and product pages; product categorization to organize the catalogue into clear collections; content and imagery upgrades to sharpen brand presentation; SEO across product and content pages for organic visibility; custom review management to collect and surface reviews and deepen trust; a B2B wholesale module for bulk and team orders, plus page-speed improvements for fast, stable pages; and trigger-based Klaviyo email automation with custom-designed email templates to recover carts, nurture new leads and re-engage past buyers. The aim throughout: stronger visibility, a better experience, and higher conversions and retention.
ClientCore Pickleball · pickleball equipment & accessories (Shopify)
PartnerRedefine Innovations · one team, data-informed e-commerce strategy
StorefrontUX/UI redesign · navigation, homepage, product pages, content & imagery
VisibilitySEO across product & content pages, plus customer reviews for trust
EmailKlaviyo · trigger-based & automated lifecycle campaigns
B2BWholesale module for bulk & team orders
PerformancePage-speed improvements & QA for fast, stable pages
DisciplinesUX/UI, Shopify, SEO, lifecycle marketing, CRO
Note: the engagement scope and qualitative outcomes above are documented from the project brief. All percentages, dollar figures and testimonials elsewhere on this page are illustrative samples placed as structure, replace each with verified data before publishing.
The challenge
Core Pickleball had a strong product and a growing audience, but the Shopify store wasn't yet pulling its full weight. Navigation, homepage structure and product-page engagement needed work to support discovery and conversion as the catalog and traffic grew.
Meanwhile, the channels that compound, owned email and repeat purchase, were underused. Automated Klaviyo campaigns were not doing much selling between promotions, and there was no path for wholesale or bulk B2B buyers, a channel a growing gear brand can tap.
Visibility was the third gap: organic search and on-site reviews both needed strengthening to build trust with new shoppers and earn traffic that didn't have to be bought. The brief: one team to optimize the storefront, the demand engine and the retention loop together, on insight rather than guesswork.
Storefront
Navigation, homepage and product pages needed conversion and engagement work to support growth.
Email
Automated campaigns were underutilized, leaving recoverable revenue on the table between promotions.
B2B
No wholesale path existed for teams, clubs and bulk buyers.
Visibility
SEO and on-site reviews both needed strengthening to lift organic trust and conversions.
~70% of buyers
For a considered sporting-goods purchase, a large share of shoppers research, add to cart, then leave, and most stores recover only a fraction without automated follow-up. Quantifying that gap is what reframes optimization from a cost into recovered revenue. (Illustrative figure · verify against store analytics.)
The approach
Two tracks, one growth loop.
Experience and demand ran together: the storefront was rebuilt to convert and rank, while the email and lifecycle engine behind it was set up to turn each purchase into the next one.
Track 01 · Storefront & discovery
Make the store convert and rank
A UX/UI redesign of navigation, homepage and product pages, paired with stronger content, imagery, SEO and reviews, so shoppers find the right paddle and trust the buy.
- Homepage & navigation redesigned for browsing and product discovery
- Content & imagery elevated to sharpen brand presentation
- SEO across product & content pages, plus reviews for trust
Delivered: UX/UI redesign · content & imagery · SEO · reviews
Track 02 · Lifecycle, B2B & performance
Turn one purchase into many
Trigger-based Klaviyo flows that sell between campaigns, a B2B wholesale module to open a new buyer channel, and page-speed work to keep the store fast.
- Trigger-based & automated Klaviyo lifecycle campaigns
- B2B wholesale module for bulk & team orders
- Page-speed improvements & performance QA
Delivered: Klaviyo automation · B2B wholesale · page-speed QA
Design & UX · the storefront
A storefront built to convert.
UX research turned into a cleaner navigation, a structured homepage and stronger product pages, mobile-first, and designed to sell paddles, not just display them. (Brand colours and type follow Core Pickleball’s guidelines; one supporting tone is derived. Palette and layout shown are representative of the redesign direction.)
Design direction · brand identity
CORE.
Pickleball · By players, for players
C
O
R
Palette (brand guidelines · supporting tone derived)
Lime Green#CCED54
Dark Charcoal#202020
Light Gray#F7F7F7
White#FFFFFF
Lime Deep · derived#AED636
Type & hierarchy
Find the paddle
that fits your game.
that fits your game.
AaAaAaMicrogramma D / Rubik
A bold, athletic type system in Microgramma D and Rubik, in lime green on dark charcoal, so spec-driven product pages stay scannable and confident.
coreathletics.com
CORE.
Premium, USAPA-approved gear. Play One More Game.
Shop PaddlesFlagship
CORE PRO 4G
$179.00
★★★★★ 4.9
Best seller
Reaction Pro
$99.00
★★★★★ 4.8
Starter
CORE Elevate
$49.99
★★★★★ 4.7
Navigation
Cluttered → clear, shoppable
Homepage
Flat → structured for discovery
Product pages
Static → spec-rich & reviewed
Imagery
Mixed → consistent brand system
Before & after
The storefront redesign, side by side.
The same catalog, reimagined: from a cluttered, hard-to-shop store to a clean, mobile-first experience built to sell paddles. (Screenshots are placeholders — drop in the real before/after exports.)
● Before · original store
● After · redesigned store
Before/after images are placeholders following the case-study asset path. Upload the real storefront exports (or update each src) before publishing.
SEO & trust
Easier to find, easier to trust.
SEO best practices were applied across product and content pages, and customer reviews were built into the store, so Core Pickleball earns organic traffic and converts the shoppers it earns. (Search preview is illustrative.)
Ccoreathletics.com › collections › paddles
Pickleball Paddles — USAPA-Approved Carbon Fiber | CORE
Shop premium pickleball paddles for every level, from the beginner-friendly Elevate to the tournament-ready PRO 4G. Built by players, 30-day returns, free shipping.
★★★★★Rated by playersProduct schemaBreadcrumbsFAQ
Rich-result preview is a representative mockup; star ratings shown are illustrative and should reflect real, collected reviews before going live.
What we optimized
- On-page SEO on product & content pages: titles, meta, headings, alt text.
- Structured data for products, breadcrumbs and FAQs to win rich results.
- Core Web Vitals & performance testing for fast, stable pages.
- Custom review management — reviews collected, moderated and surfaced on product pages.
- Content pages built to rank for buying-intent queries.
- Mobile-first templates, the majority of pickleball shoppers browse on phones.
★★★★★
“Massive sweet spot and the control I wanted. Easiest paddle decision I've made.”
Sample reviewVerified buyer
★★★★★
“Shipped fast, plays like paddles twice the price. The whole store felt easy.”
Sample reviewVerified buyer
★★★★★
“Bought the starter bundle for the family. Came back two weeks later for more.”
Sample reviewVerified buyer
Sample reviews shown for layout; replace with real, collected customer reviews before publishing.
Email & lifecycle automation · Klaviyo
Automations that turn one game into many.
Trigger-based flows now sell between campaigns: recovering abandoned carts, welcoming new players, turning first-time buyers into repeat customers, and re-activating lapsed ones, automatically. (Flow contents and impact figures are illustrative samples to verify.)
Abandoned-cart flow · example
Started checkout · didn't buyTrigger
Wait 1 hour
✉ Still on the fence?
Reminder with the exact cart + paddle imagery
⎇ Conditional split · placed order? yes → exit · no → continue
Wait 23 hours
✉ Find your perfect fit
Paddle-finder help + 30-day return reassurance
Wait 2 days
✉ Selling fast · last chance
Urgency + reviews + free-shipping nudge
For a considered purchase like a paddle, most revenue is won (or lost) at the research-and-compare stage. The flows meet players exactly there: a paddle-finder nudge to resolve doubt, post-purchase cross-sells for balls, bags and grips, and replenishment prompts when it's time for fresh gear, so a meaningful share of revenue is earned automatically from the existing audience, not bought again through ads.
Welcome series 6%
Trigger · new subscriber
Introduces the brand and drives a confident first purchase with a soft offer.
Abandoned cart 11%
Trigger · started checkout
Recovers near-misses with reminders and paddle-finder help.
Browse abandonment 4%
Trigger · viewed product
Re-engages shoppers comparing paddles and skill levels.
Post-purchase 5%
Trigger · order placed
Sets delivery expectations, cross-sells balls & bags, requests reviews.
Replenishment 4%
Trigger · time since order
Prompts fresh balls and gear from happy repeat players.
Win-back 2%
Trigger · lapsed customer
Re-activates dormant subscribers with a targeted, timely offer.
32%
▲ of revenue
earned from automated flows
+46%
▲ repeat purchase
first-time → returning
+110%
▲ list growth
larger reachable audience
9.1×
▲ revenue / recipient
flows vs one-off campaigns
A few of the emails
Designed and built in Klaviyo on the Core Pickleball brand system: welcome, recovery and seasonal campaigns. (Representative designs.)
Core Pickleball
Welcome: here's 10% off your first paddle
Welcome: here's 10% off your first paddle
Core Pickleball
Still on the fence?
Still on the fence?
Core Pickleball
New in: tournament-ready PRO 4G
New in: tournament-ready PRO 4G
Store features & operations
Built to sell, scale and support.
Beyond the redesign, we shipped the operational features a growing gear brand needs: organized product categories for easier browsing, a wholesale path for bulk buyers, custom-designed email templates, custom review management for trust, shipping set up with a free-shipping offer, and faster pages. (Feature set is representative of the build.)
B2B wholesale module
New buyer channel
Bulk, team and club buyers get a wholesale path built alongside the retail store.
Product categorization
Collections & nav
Products organized into clear categories and collections so shoppers can browse and filter to the right gear faster.
Email customization
Branded templates
Klaviyo email templates customized to Core Pickleball’s brand — layout, type and styling tuned for a consistent inbox experience.
Custom review management
Collect · moderate · show
Reviews collected, moderated and surfaced on product pages as social proof.
FAQ section
On-site + rich results
A structured FAQ section answers buyer questions and feeds FAQ rich results.
Shipping management
Free shipping offer
Shipping rules configured with a free-shipping offer and clear delivery expectations.
Page-speed improvement
Core Web Vitals
Performance work and QA for faster, more stable pages, especially on mobile.
Feature set reflects the build; configure values and content to Core Pickleball’s catalogue before launch.
The results
Stronger presence, engagement and repeat sales.
The optimization improved online presence, user experience and sales performance, with automated email and on-site reviews driving retention and repeat purchases. The brief describes these outcomes qualitatively; the figures below are illustrative and for the team to confirm.
Reading these numbers
The Core Pickleball brief reports qualitative outcomes, improved presence, engagement, conversion and retention, but no published metrics. Every percentage and figure on this page is a reasoned placeholder showing the kind of result the work targets. Replace each with the real number from Shopify Analytics and Klaviyo before this case study is published.
+34%
▲ conversion rate
Post UX/UI redesign (sample)
+28%
▲ organic traffic
SEO + reviews (sample)
32%
▲ revenue from email
Klaviyo flows (sample)
+46%
▲ repeat purchase rate
Lifecycle + reviews (sample)
+22%
▲ average order value
Bundles & cross-sell (sample)
4.8★
▲ review rating
On-site social proof (sample)
Where the lift came from · before → after (illustrative · verify)
Site conversion rate
3.1% ← 2.3%
Email % of revenue
32% ← 12%
Repeat purchase rate
+46% ← baseline
Organic sessions
+28% ← baseline
Revenue trend · post-optimization (shape illustrative; confirm the curve)
Want results like these for your store?
One team optimizing your storefront, SEO, email and retention, scoped before a line of work begins.
Why it was low-risk
Optimization that stayed safe to say yes to.
Scoped before work began
Every workstream defined up front, with no open-ended billing.
No subcontractors
One named, in-house team across design, Shopify, SEO and email.
You own everything
Full Shopify theme, Klaviyo account and all configs handed over.
No disruptive re-platform
Optimized the live Shopify store in place; sales kept running.
Performance tested
QA across the store for smooth, consistent functionality.
Shopify & Klaviyo certified
Built by a certified Shopify & Klaviyo partner team.
“Setting up our B2B wholesale side opened a brand-new channel for us. Teams, clubs and bulk buyers finally have a proper path to order from us, and it sits right alongside the retail store without getting in the way.”
CP
Core Pickleball team
“Getting our products organized and set up the way we wanted made the whole store easier to shop. Everything is in the right category now, and customers can find the right gear far faster than before.”
CP
Core Pickleball team
How it ran
A phased optimization (sequence inferred · verify).
Phase 1
Discovery & UX audit
Conversion, SEO and retention gap analysis
Phase 2
Storefront redesign
Navigation, homepage, product pages, imagery
Phase 3
SEO & reviews
On-page SEO, structured data, on-site reviews
Phase 4
Lifecycle & store ops
Klaviyo flows, B2B module & page-speed QA
Outcome
Sustainable growth
Stronger visibility, engagement & retention
Start here
Running a Shopify store that could be doing more?
That's exactly the work we're built for: one accountable team optimizing your storefront, demand and retention together. Submit a brief and get a line-by-line proposal in 3 days.
No commitment. A line-by-line proposal in 3 business days, and we'll tell you straight if we're not the right fit.
★★★★★4.9 on Clutch500+ projects shipped21 yearsShopify & Klaviyo partners
Work under NDA? Verified client references available to serious prospects under mutual NDA.