User Conversion improves customer insight with Glasses Direct


Specialist optimisation and customer experience agency User Conversion has seen a new client win with retailer Glasses Direct, part of MyOptique Group.

The UK’s first and leading online prescription glasses retailer has appointed the website optimisation specialists to generate an uplift in sales.

User Conversion will do this through a process of A/B testing and optimisation to determine changes to the Glasses Direct website that will improve the experience for their users online, ultimately resulting in an increase in their conversion rate and average order value.

Glasses Direct has already seen an increase of four percent of website visitors reaching the basket from the first experiment devised by the agency.

User Conversion found that a large number of people who had used the site’s home trial feature returned to site to buy the products they had tried on at home. By making these products prominent on the homepage when a user returned to the site, the test generated an increase in clicks on ‘add to basket’, with 22.5 percent of the visitors who interacted with this new feature, going on to buy.

The agency has also started to deliver bespoke training and support on analytics to help the Glasses Direct team attribute results of the activity carried out and improve their general Google Analytics reporting capabilities. This work has formed the foundations of the partnership, with Glasses Direct and User Conversion now rolling out a comprehensive programme of A/B testing to deliver significant conversion uplifts.

Jonathan Zetlaoui at Glasses Direct said: “User Conversion has gone above and beyond what we expected, spending time getting the basics right and improving our knowledge which has set us on the right path to long-term success.”

“This is just as valuable as the testing itself, and the Glasses Direct team are now extremely confident that going forward we will be able to build on the partnership we’ve formed to provide the best experience possible for our customers, and translate this into tangible results for our business.”

Glasses Direct joins User Conversion’s client roster that includes big names such as Flannels, National Holidays and InTheStyle.

Ryan Jordan, optimisation director at User Conversion said: “We’re delighted to be working with a company like Glasses Direct, who understand the importance of analytics, testing and iteration when optimising their website.

“The team has hit the ground running, supporting with enhancing Glasses Direct’s analytics capabilities, and devising initial tests. We all looking forward to building on this to achieve fantastic results for them.”

MyOptique is an online leader across all eyewear categories – prescription glasses, contact lenses and sunglasses – in Europe. The Group operates four online retail brands, Glasses Direct, Sunglasses Shop, EyewearBrands and Boots Designer Sunglasses.

Founded in 2015, User Conversion is a specialist user experience and optimisation agency, working with e-commerce businesses to grow their conversion rates and reduce their cost of customer acquisition.