Specialist optimisation and customer experience agency User Conversion is working with Glasses Direct, part of MyOptique Group. The UK’s first and leading online prescription glasses retailer appointed the website optimisation specialists to generate an uplift in sales.
User Conversion will do this through a process of A/B testing and optimisation to determine changes to the Glasses Direct website that will improve the experience for their users online, ultimately resulting in an increase in their conversion rate and average order value.
Glasses Direct has already seen an increase of four percent of website visitors reaching the basket from the first experiment devised by the agency. User Conversion found that a large number of people who had used the site’s home trial feature returned to site to buy the products they had tried on at home. By making these products prominent on the homepage when a user returned to the site, the test generated an increase in clicks on ‘add to basket’, with 22.5 per cent of the visitors who interacted with this new feature, going on to buy.
The agency has also started to deliver training and support on analytics to help the Glasses Direct team attribute results of the activity carried out and to improve general Google Analytics reporting capabilities. This work has formed the foundations of the partnership, with Glasses Direct and User Conversion now rolling out a comprehensive programme of A/B testing to deliver significant conversion uplifts.
Jonathan Zetlaoui at Glasses Direct said: “User Conversion has gone above and beyond what we expected, spending time getting the basics right and improving our knowledge which has set us on the right path to long-term success. This is just as valuable as the testing itself, and the Glasses Direct team are now extremely confident that going forward we will be able to build on the partnership we’ve formed to provide the best experience possible for our customers, and translate this into tangible results for our business.”
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