Multiple Hits on the Web Alex Andrew Gives His First Impressions of the Websites of the UK’S Leading Optical Chains
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Optics online Multiple hits on the web Alex Andrew gives his first impressions of the websites of the UK’s leading optical chains Specsavers The site tends to suggest the pleasing on the eye. It is informative What is first noticeable about the company is more focused on providing and educational on the clinical side Specsavers home page is that it information on the eye examination and also from a consumer’s point of could be the home page to almost service. However, D&A is still clearly a view. There are, however, occasional any website. ‘The UK’s most trusted company with an interest in products navigation difficulties, particularly optician’ quote gives a strong hint, but and fashion. It provides for a wide when the user wants to find the this small text is tucked away in the range of ages and lifestyles, and way back to certain pages. There corner, and is somewhat overshadowed displays a vast number of designer, are so many pages to visit, and more by the main graphics. fashion, sporting and children’s ranges thought could perhaps have gone into The website unwinds through the on the site. site organisation and management. small navigation menu and it soon ● www.danda.co.uk ● www.visionexpress.co.uk becomes clear that Specsavers is a very product-driven company. The Boots Opticians Optical Express text and technical details are left to a The Boots Opticians’ webpage is only Optical Express gets straight to minimum, in favour of close-up photos a sub-page of the main site of the the point with a clever looking of models wearing stylish glasses. The Boots company. There’s little science animation at the top the page. This youthfulness of the models and the to be found here, but it is easy to use. banner is first displayed as blurred, apparent keenness of the company Surprisingly, there are no photos, and then it moves into sharp focus, to promote fashionable frames and only clip art and graphics. There is highlighting perfectly the role of the contact lenses suggests it is going after little focus on fashion and potential eye care professional. a younger audience. customers are not given much in-depth Like the Boots Opticians site, On the surface there is little technical information on the service provided or Optical Express is somewhat of a or scientific detail, although more products sold. sub-site linking up to the Optical information is revealed as the user ● www.bootsopticians.co.uk Express Direct page and the website clicks through the links. Overall, the for the company’s dental clinic. In ease with which a visitor can access Vision Express the opening lines of the text on the different sections of the website and The Vision Express home page draws home page, every time a fashion brand the clean looking, attractive layout visitors immediately to an impressive is mentioned the text is displayed in means the Specsavers site is likely to graphic, and prompts them to consider bold, demonstrating the company’s appeal to the masses, and particularly, when they last had an eye examination. awareness of the influence of fashion. to style-conscious younger adults. Vision Express also offers a catalogue Indeed, the home page states that ● www.specsavers.co.uk of its products, which covers all its ‘Sunglasses are the latest must-have exclusive collections, designer frames, fashion accessory all year round for the Dollond & Aitchison contact lenses and plenty of accessories fashion-conscious’. The home page to D&A’s website including elastic sports bands, nose Optical Express has the professional has all the markings of an optician’s pads, screwdrivers, lens cloths and lens touch and stylish photography to website. In stark contract to the young wipes. match the Specsavers site, but it has models presented on the Specsavers The site is effective as it combines ditched the posing models in favour site, the most prominent feature here is lots of information and stylish of informative text on the company. the large graphic of a balding, middle- photography. It provides much It may not have the same educational aged optician. information on eye health and eye care, value on eye care as Vision Express, but This site is full of detail and in-depth detailing conditions such as glaucoma it is an excellent vehicle for forging a information, offering helpful advice on and dry eye and how to prevent or relationship between the company and choosing lenses and there is also a useful manage them. its customers. ‘frequently asked questions’ section. The site is very clean and clear, and ● www.opticalexpress.co.uk opticianonline.net 25.05.07 | Optician | 19.