► Eyewear Providers Online - NZ SEO Reach 2014

Which websites provide the best customer experience?

Eyewear Online

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 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

http://www.clearlycontacts.co.nz/













http://www.specsavers.co.nz/











http://www.firstdigital.co.nz/





















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


similarweb.com

similarweb.com

similarweb.com

similarweb.com

similarweb.com

similarweb.com

similarweb.com

similarweb.com

similarweb.com

similarweb.com

similarweb.com






















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























What are people searching for?

month Total searches per month

7,940

Total searches per year

95,280

Source: Google Keyword Planner, June 2014


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






















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























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”.























Website features























Consumer Behaviour Research

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).


More than 1 out of 8 Kiwis

have bought glasses or

contact lenses online.






















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



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.






















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



plays a secondary role for most Kiwis.






















Consumer Research: What would encourage Kiwis

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



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






















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


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






















Increasing Conversion

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.

• •

• • •

•























Clearly vs. Specsavers – Category Page


• 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.

• •

• •

• • •


http://www.specsavers.co.nz/try







































Clearly vs. Specsavers – Product Page


• •

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.

• • • •

• • • •























Possible Conversion Test: Cart Details























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.























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

[email protected]

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

advantage to 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

mailto:[email protected]




























































































► Eyewear Providers Online - NZ SEO Reach 2014

Marketing

Transcript of ► Eyewear Providers Online - NZ SEO Reach 2014