Luxoptica didn’t understand how to interact with its target groups online: customers experienced problems with selecting optical products, going through a checkout process, finding information and purchasing related products.
The services provided by the highly-qualified personnel of Luxoptica weren’t properly presented.
Luxoptica.ua – the largest network of opticians in Ukraine. Large selection of glasses with the opportunity to check your eyesight and get advice from a professional ophthalmologist.
+ 34%
increase in organic traffic conversion rate
– 18%
decrease in bounce rate
Client and problems encountered
Luxoptica has been helping people see the world clearly and in color for more than 26 years. Customers can undergo diagnostic tests, consult an ophthalmologist, and order contact lenses or glasses in any of the network’s offline stores.
Task at hand
Our main task was to increase the sales conversion rate for the Luxoptica’s website. It was necessary to minimize the difficulties experienced by users (especially users with vision impairment) when buying online.
— Improve usability
— Find out what end consumers are looking for on the website apart from optical products, and help them find necessary information
— Think out the behavioral scenarios for all target customer groups
— Improve the mobile version of the website to make it user-friendlier
— Increase sales conversion rate for the website
Tools
- UX/UI design
- Usability audit
- UX Strategy
- E-commerce consulting
Identified customer needs
We studied the behavioral patterns of users and completely immersed in the subject matter.
For that purpose, we spent two days in the network’s offline store.
Consulted a technical specialist. Analyzed the selection criteria used by customers when choosing contact lenses and frames.
When we learned all there is to know about the things that are of great importance to the customers, we started rebuilding the entire online store.
Showed that Luxoptica is a social brand
One of the main tasks was to show that Luxoptica is a large team of professionals and competent consultants.
For this purpose, we designed a mechanism for booking a doctor’s appointment and online consultation page in the form of a simple dialogue, as well as promoted the idea of brand’s openness throughout the website.
Results in figures
Showed that Luxoptica is not just a marketplace, but a brand that really cares about customers.
34%
increase in organic traffic conversion rate
18%
decrease in bounce rate
Recommended! A customer-oriented company that takes a flexible approach to each client even when working under tight deadlines. They delve into the product and business processes to build a website to perfection.
Dmytro Deulin
Head of E-commerce at Luxoptica
