So you’re thinking so selling eyewear online? You are not the only one! Make sure you follow our tips and advice to stand out from the competition, attract many visitors to your website and convert them into buyers!
Here is an overview of the different client types that you should target, according to your offering:
- Fashion enthusiasts
- Glasses fans who are seeking a larger choice than at their local optician
- Those looking to make substantial savings
- Those who wish to find the equivalent of their current frames in a hassle- free way ...
As different as they are, these consumers follow the same purchasing process on the website:
1 - Determine what they are looking for (cheap/trendy/quality/original design...)
2 -Browse websites that seem to fit their needs
3 -Virtual testing and selection of the frame
4 -Entering the prescription details
5 -Choice of lenses and their treatments
This buyer’s journey is specific to the optical business, as people only buy new frames on average every 2 years. Also, since this is a fairly new sales channel, most visitors will be first time buyers of eyewear online, and they will need a great deal of reassurance to give them the confidence to complete their purchase.
A straightforward purchase process is therefore essential: easy frame selection, clear instructions to enter prescription details, etc.
For attractive customer experience, your website should immediately
answer the question “What makes my offering special and how will it answer my customer’s needs”?
The "passionate fashion" profile will appreciate, for example, to receive news about the latest trends, shapes and colors, the runway looks ... Others will be more interested in knowing more about the quality and the sustainability of the materials used for making the frame, etc
After determining your target's profiles, you will need to produce content regularly yourself, keeping in mind that this requires special skills and
takes time. If you are not prepared to do that, here are some alternative ways of getting content:
Next step: share your content to the biggest audience possible, so that it creates traffic to your website and encourages people to spend time on it. Publishing content regularly is also a good way to remind your existing client that you can be useful to them. So spread the word in your newsletters, social media accounts, etc...
Once visitors get to your website, make sure that it offers a clear design and seamless navigation. Pay attention to the following points:
Check out the following optical websites that did a good job with their design:
A brand that targets a young audience with unbeatable prices
A clear design with a virtual mirror, and the choice to buy online or go to the physical store
Glasses are both a fashion accessory, a facial enhancement tool and a way to correct one's vision. The frame must, therefore, meet the aesthetic expectations of the buyer, his personality but also the morphology of his face.
This is certainly the most critical step in the overall buyer’s journey. To avoid abandonment at this key moment, you must find a way to reassure, build trust and convince your audience to complete the purchase.
Here are the main tools that will greatly enhance the customer experience:
Follow these tips to offer an optimal customer experience, stand out from the competition, create a real WOW effect and maximize your conversion rate.