► Eyewear Providers Online - NZ SEO Reach 2014

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► Which Eyewear websites provide the best customer experience?

Find out if Specsavers or Clearly Contacts (both: Eyewear providers) offers the better online customer experience and how they’re doing it.

This report is part of a series that looks at leading websites within specific industry verticals, to highlight good digital marketing practises, and opportunities for improvement. Additionally, a consumer survey was carried out to discover what is most important for Kiwis when buying eyewear online.

►By comparing website pages, online visibility and survey data, we discovered:

Who has the edge in delivering a better customer experience

How their online ordering process differs and which we think is best

Which site offered the easiest way to find products

How they each fair in getting in front of their target market online

Some areas to improve conversions

Where the first place Kiwis go when searching for glasses and contact lenses

The least important criteria for making a buying decision

We believe that User Experience is critical to online success. 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.

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► Eyewear Providers Online - NZ SEO Reach 2014

  1. 1. Which websites provide the best customer experience? Eyewear Online
  2. 2. 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.
  3. 3. Market Overview Clearly Contacts has become one of the largest online optical retailers in New Zealand Specsavers offer a similar range of glasses, sunglasses and contact lenses.   Specsavers website allows the purchase of contact lenses, but frames must be purchased in store at ‘local optometrists’  Clearly offer consumers an alternative way to purchasing eyewear; supplying the same designer brands and products offered in brick-and-mortar stores for half the price.  53 Stores throughout New Zealand Specsavers is the world’s fastest growing optometrist.  Clearly deliver their products right to your door, so (as they mention on their site): ‘...you can order in your pyjamas anytime of day or night.’ Clearly offer contact lenses, glasses, sun glasses and accessories and pride themselves on offering customers ‘convenience’  Their mission is it to be the best value optometrist in New Zealand, satisfying personal eye care needs at affordable prices, simply, clearly and consistently.   www.clearlycontacts.co.nz www.specsavers.co.nz Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  4. 4. Popularity – Clearly Contacts vs Specsavers (Based on website visits) Specsavers overtaken in visits? Data from similarweb.com, We take no responsibility to the accuracy of this data Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  5. 5. Search Trends: Brand Search Volume Specsavers brand is searched for significantly more (and increasing) 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
  6. 6. What are people searching for? month Total searches per month 7,940 Total searches per year 95,280 Source: Google Keyword Planner, June 2014 Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz Search Phrase Local searches per ray ban 1900 contact lenses 1900 sunglasses 1600 lenses online 1000 glasses 1000 contact lenses online 260 coloured contact lenses 170 cheap contact lenses 110
  7. 7. Search Trends: Specific Keywords ‘Sunglassses’searches peak at double or triple during summer months Searches for ‘glasses’ increasing = 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
  8. 8. 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 consistently ranking in the top 3 positions for the paid search results for the term “glasses”. Wikipedia description for the search term “glasses” showing in search results. Specsavers rank well organically and combined with the paid advertising, they dominate the first page with multiple listings. More Paid search results. Interesting to note the international ‘.com’ companies Clearly Contacts is ranking on 23th position for the search term “glasses”. Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  9. 9. Website features Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  10. 10. Consumer Behaviour Research
  11. 11. Consumer Research: Buying Online 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% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% No Yes This representative survey was carried out by 3Di Research on the Great Sites platform July 2014 (n=2,172). Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz More than 1 out of 8 Kiwis have bought glasses or contact lenses online.
  12. 12. Consumer Research: Finding Information Question: Typically, where is the first place you go to find glasses or contact lenses? 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Visit a local store or Search the website Seek Review catalogues, directories or magazines Use a search engine (e.g. Google) Other (please specify)local optometrist of a known provider recommendations from friends / family This representative survey was carried out by 3Di Research on the Great Sites platform July 2014 (n=2,172). Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz Most respondents are visiting a local store or optometrist to please their needs for new glasses or contact lenses. Some respondents mentioned that they would go to a $2 shop, a pharmacy or the warehouse.
  13. 13. Consumer Research: Sales Process 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) Wearing glasses or contact lenses from a known brand 4.50 4.00 3.50 3.00 2.50 2.00 Product Quality Service – Knowledge and friendliness of staff Price / Special Offers Guarantees & warranties Look / styles Speed of delivery You have Known brands purchased previously from the store This representative survey was carried out by 3Di Research on the Great Sites platform July 2014 (n=2,172). Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz plays a secondary role for most Kiwis.
  14. 14. Consumer Research: What would encourage Kiwis Question: What, if anything, would encourage you to purchase online more frequently? This representative survey was carried out by 3Di Research on the Great Sites platform July 2014 (n=2,172). Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Nothing If cheaper than in store need a script or a prescription before test eye sight quick delivery, specials, guarantee quality
  15. 15. Consumer Research: What would encourage Kiwis 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 Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz Building up credibility and guarantees such as send-back options and offering a competitive price could be ways to increase online sales. 
  16. 16. Increasing Conversion
  17. 17. Clearly vs. Specsavers - Homepage Clearly: Specsavers: • The search box at the right corner is actually not a search box. There is just the option to “Find a store or request an appointment”.This can limit the customer experience on this page. It is likely that a large proportion of visitors don’t expect this button to be here. No social media buttons to interact with the brand over social media. No ‘Free Shipping’ messages or similar • Clearly Contacts categorises its products into styles - contact lenses, glasses, sunglasses and accessories, whereas Specsavers sorts its products by Women,Men, Teens & Kids and Contact lenses The search option at the right corner enables customers to quickly find their desired product The line stating ‘Free Shipping’ is a key conversion trigger. Offering a telephone number and a ‘help’ button may be beneficial Special offers – e.g. offering of first pair of selected frames and durable air lenses for free may increase conversions. • • • • • • Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  18. 18. Clearly vs. Specsavers – Category Page Clearly: Specsavers: • The Clearly search box is extensive. People searching for a certain brands can enter the name and don’t have to tick a box at the filter section on the left side. The ‘25% off all lenses’ in the header is key invitation – though not sure why it needs to be via coupon. This can be beneficial but also distract from actually buying glasses. The filter on the left side is quite similar to the one from Specsavers. A big benefit that Clearly also offers is the possibility of “trying on” the glasses by uploading a picture, to increase online orders. • The “search box” just offers the option to “Find a store or request an appointment”. This can limit the customer experience on this page. The option to “try on” the glasses before ordering them, seems to be in planning, but does not work so far (see: http://www.specsavers.co.nz/try). Specsavers seem to want people to visit their stores, rather than to order online – no online ordering option for frames Specsavers list brands, when there are “0” in stock? Specsavers appear to promote the brands they own the most. • • • • • • • Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  19. 19. Clearly vs. Specsavers – Product Page Clearly: Specsavers: • • Only possible to view glasses online, not to purchase them. Social media buttons can add value to customers buying decisions but may also detract – testing is required. It is easy to look at the product by turning it in different directions The option stating that “no worries, no fuss guarantee” might add value to customers No option to “try on” the glasses 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 • The stars in the review section are lost and could stand out more (e.g. yellow colour) Social media buttons can entice customers to buy, but can also be seen as a negative. Clearly has clear product info and descriptions The “try on” view is also available on the product page, which can be considered a good customer experience. • • •• • • • • Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  20. 20. Possible Conversion Test: Cart Details Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  21. 21. Winner! Clearly Contacts 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 improvements)   Details about free shipping  “Try on” possibility Clearly Contacts is focused lenses online, having just 1 on selling its sunglasses, glasses and contact 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. Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
  22. 22. Contact us Contact FIRST to find out more. Our Vision To be highly sought after for making a measurable difference Phone Email Web +64 (9) 920 1740 info@firstdigital.co.nz http://www.firstdigital.co.nz http://www.linkedin.com/company/first-digital http://www.firstdigital.co.nz/blog https://twitter.com/first_nz Our Mission We’re a team focused on transforming businesses and creating market leaders through digital marketing. We innovate, test and optimise to create a competitive advantageto dominate the digital channel. Our data- driven approach will keep things simple and make a measurable difference. 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

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