Eyewear Online

Which websites provide the best customer experience? Background & Overview

We are data-driven Digital Marketers. We focus on helping our clients increase online sales and revenue and improve ROI.

We believe that the user experience is critical to online success.

This report is part of a series that looks at leading websites within specific industry verticals, to highlight good digital marketing practises, and highlight opportunities for improvement.

This report is intended to simply provide an overview using readily available data. Further work would need to be undertaken for a complete and comprehensive market or competitor analysis. Market Overview

. Clearly Contacts has become one of the . Specsavers offer a similar range of largest online optical retailers in New glasses, sunglasses and contact lenses. Zealand . Specsavers website allows the purchase . Clearly offer consumers an alternative way of contact lenses, but frames must be to purchasing eyewear; supplying the purchased in store at ‘local optometrists’ same designer brands and products offered in brick-and-mortar stores for half . 53 Stores throughout New Zealand the price. . Specsavers is the world’s fastest growing optometrist. . Clearly deliver their products right to your door, so (as they mention on their site): . Their mission is it to be the best value ‘...you can order in your pyjamas anytime optometrist in New Zealand, satisfying of day or night.’ personal eye care needs at affordable . Clearly offer contact lenses, glasses, sun prices, simply, clearly and consistently. glasses and accessories and pride themselves on offering customers ‘convenience’

www.clearlycontacts.co.nz www.specsavers.co.nz

Specsavers overtaken in visits?

Data from similarweb.com, We take no responsibility to the accuracy of this data

Specsavers brand is searched for significantly more (and increasing)

Local searches per Search Phrase month Total searches per month ray ban 1900 7,940

contact lenses 1900

sunglasses 1600 Total searches per year lenses online 1000 95,280 glasses 1000

contact lenses online 260

coloured contact lenses 170

cheap contact lenses 110

‘Sunglassses’ searches Searches for ‘glasses’ peak at double or triple increasing during summer months = Opportunity

Source: Relative total keyword performance on a normalised scale 1 to 100, Google Trends, New Zealand, June 2014 Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz Google: Search engine results page 1 What the consumer sees: The top of the Google search results page for a search on “glasses”

Specsavers and Clearly Contacts are both Wikipedia consistently description for the ranking in the top search term 3 positions for the “glasses” showing paid search in search results. results for the term “glasses”.

Specsavers rank More Paid search well organically results. Interesting and combined to note the with the paid international advertising, they ‘.com’ companies dominate the first page with multiple listings.

Clearly Contacts is ranking on 23th position for the search term “glasses”.

Question: Have you ever bought glasses or contact lenses online? (Question shown to people that wear glasses or have contacts.)

100.00%

90.00%

80.00%

70.00%

60.00% More than 1 out of 8 Kiwis 50.00% have bought glasses or contact lenses online. 40.00%

30.00%

20.00%

10.00%

0.00% No Yes

This representative survey was carried out by 3Di Research on Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz the Great Sites platform July 2014 (n=2,172). Consumer Research: Finding Information

Question: Typically, where is the first place you go to find glasses or contact lenses?

90.00% Most respondents are visiting 80.00% a local store or optometrist to please their needs for new 70.00% glasses or contact lenses.

60.00%

50.00% Some respondents mentioned that they would go to a $2 40.00% shop, a pharmacy or the warehouse. 30.00%

20.00%

10.00%

0.00% Visit a local store or Search the website Seek Review catalogues, Use a search Other (please local optometrist of a known provider recommendations directories or engine (e.g. specify) from friends / family magazines Google)

Question: What is most important to you when buying glasses or contact lenses? (Rank the following on a scale of 1-5, 1 being least important, 5 of great importance)

4.50 Wearing glasses or contact lenses from a known brand plays a secondary role for most Kiwis. 4.00

3.50

3.00

2.50

2.00 Product Quality Service – Price / Special Guarantees & Look / styles Speed of You have Known brands Knowledge and Offers warranties delivery purchased friendliness of previously from staff the store

Question: What, if anything, would encourage you to purchase online more frequently?

40.00%

35.00%

30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00% Nothing If cheaper than in store need a script or a test eye sight quick delivery, specials, quality prescription before guarantee

Question: What, if anything, would encourage you to purchase online more frequently?

 Kiwis mentioned different reasons which could encourage them to buy online

 Around 38% mentioned that nothing could encourage them to buy online  14% said that it could encourage them, if the price online would be cheaper than in store  1 out of 12 Kiwis mentioned that they needed a prescription before they could purchase online

 5% said they would need to have their eyes tested before ordering online

 3% would be encouraged ordering online when the delivery was fast or even for free ► and there were special offers or guarantees to send-back if the product did not fit  2.7% would like to be sure that the delivered quality would meet their expectations and weren’t sure if they received what ordered

Building up credibility and guarantees such as send-back options and offering a competitive price could be ways to increase online sales.

Clearly: Specsavers:

• Clearly Contacts categorises its products into styles - contact • The search box at the right corner is actually not a search box. lenses, glasses, sunglasses and accessories, whereas There is just the option to “Find a store or request an Specsavers sorts its products by Women, Men, Teens & Kids appointment”. This can limit the customer experience on this and Contact lenses page. It is likely that a large proportion of visitors don’t expect • The search option at the right corner enables customers to this button to be here. quickly find their desired product • No social media buttons to interact with the brand over social • The line stating ‘Free Shipping’ is a key conversion trigger. media. • Offering a telephone number and a ‘help’ button may be • No ‘Free Shipping’ messages or similar beneficial • Special offers – e.g. offering of first pair of selected frames and durable air lenses for free may increase conversions.

Clearly: Specsavers:

• The Clearly search box is extensive. People searching for a • The “search box” just offers the option to “Find a store or request certain brands can enter the name and don’t have to tick a box at an appointment”. This can limit the customer experience on this the filter section on the left side. page. • The ‘25% off all lenses’ in the header is key invitation – though not • The option to “try on” the glasses before ordering them, seems to sure why it needs to be via coupon. This can be beneficial but be in planning, but does not work so far (see: also distract from actually buying glasses. http://www.specsavers.co.nz/try). The filter on the left side is quite similar to the one from • • Specsavers seem to want people to visit their stores, rather than Specsavers. to order online – no online ordering option for frames • A big benefit that Clearly also offers is the possibility of “trying on” the glasses by uploading a picture, to increase online orders. • Specsavers list brands, when there are “0” in stock? • Specsavers appear to promote the brands they own the most.

Clearly: Specsavers:

• The stars in the review section are lost and could stand out more • Only possible to view glasses online, not to purchase them. (e.g. yellow colour) • Social media buttons can add value to customers buying decisions but • Social media buttons can entice customers to buy, but can may also detract – testing is required. also be seen as a negative. • It is easy to look at the product by turning it in different directions • Clearly has clear product info and descriptions • The option stating that “no worries, no fuss guarantee” might add value to customers • The “try on” view is also available on the product page, which can No option to “try on” the glasses be considered a good customer experience. • • The price is is lost amongst the other content • A button to click on which states “Reserve product now” or "make an appointment now" might be beneficial and encourage people into stores

Pros Cons

 Online ordering possibility  Shopping cart page can be improved

 Search functionality on webpage  Not in prominent search position (should do some organic search  Details about free shipping improvements)  “Try on” possibility

Clearly Contacts is focused on selling its sunglasses, glasses and contact lenses online, having just 1 retail store in Auckland. The clear benefits that they offer are the easiness of viewing through the product range by either filtering the products or using the search toolbar, and the good user experience offered by the “try on” possibility. Moreover Clearly seems to be increasing its website visitors continuously, but should not lose sight of continuously improving its ranking position within the search engines.

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Our Focus As a Google Certified Analytics Partner (GACP), and Certified Optimizely Partner we focus on smart customer acquisition using search and performance media, maximising conversion using best practice CRO and helping NZ businesses making the best possible decisions based on accurate, actionable web analytics. Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz