Preparing the LTA’s governing body website for peak-season fan engagement

The Lawn Tennis Association (LTA), the national governing body for tennis in Great Britain, wanted to optimise its website experience ahead of the busy summer tennis season, which sees a significant surge in traffic leading up to events such as Wimbledon.

As the LTA’s Optimizely partner, we worked collaboratively to design and deliver a roadmap of high-impact improvements tailored to meet the needs of seasonal audiences.

The LTA had already gathered valuable Google Analytics data revealing high-traffic patterns and clear seasonal shifts in user behaviour. Building on this and other audience insight data, we recommended a strategic adaptation of the homepage during the summer period to better align with visitor intent, helping fans quickly find information about major UK tennis events.

We also proposed leveraging Optimizely’s personalisation features to dynamically tailor content and event promotions based on audience location and browsing history, supporting deeper engagement and more relevant experiences.

Recognising that tennis fans wanted greater access to information on players and tournaments, we worked with the LTA to scope a dedicated fan hub featuring detailed player profiles, integrated event listings and streamlined ticketing journeys. The hub was designed to build anticipation ahead of the UK summer events season and drive stronger engagement with fans throughout the campaign period.

We also supported the LTA to map out an API strategy to automatically pull player profile data from trusted tennis sources, ensuring content stays up to date while significantly reducing editorial workload.

As the LTA’s Optimizely partner, we designed new templates and functionality within their existing Optimizely CMS to deliver on many of our recommendations. We also provided training and guidance to internal teams on setting up rule-based personalisation and maintaining these enhancements for future campaigns.

Alongside the technical delivery, our work helped the LTA better understand the importance of adapting their governing body website to meet the needs of tennis fans and prospective event attendees in the build-up to the UK summer tennis events.

By introducing more flexible templates, clearer audience pathways and the foundations for personalisation, the LTA is now better positioned to evolve the website experience each year and build upon these improvements for future summer campaigns.