Demand for eyewear has soared globally, with the US still leading the market at a share value of $18.2 billion in 2023. Alongside this increase in demand, eyewear brands have started expanding distribution channels to extend their reach. Online retailers and social channels have flourished as industry players seek to penetrate the market and drive overall growth. Since the competition is rich and algorithms constantly impact user spending habits, eyewear brands need to do more than build a plain website with their products. Some core design features elevate a site and help a brand get conversions from its site visitors.
1. Robust eye exam system
For eyewear brands that include corrective vision lenses in their collection, it’s practically a given to offer free eye exams to lead potential customers to a product that will address their specific visual needs. Target Optical’s page is an excellent example of integrating this effectively, with its booking system curated to reach users with queries for an “eye exam near me” based on their zip code, city, or state. This feature uses an accurate map system to identify the nearest Target Optical based on the user’s input. From there, the selection of branches already includes directions, contact numbers, store hours, and interactive buttons that can be clicked to schedule an eye exam.
People searching for eye products and eye tests are likely to push through once they find something convenient, so having an easy booking system with location assistance can be just what you need to get that conversion. Not only does this make the customer journey smoother, but it can also be the push needed to go from browsing to making a transaction.
2. Virtual try-on
According to data from the Review of Optometric Business, around 85% of people buying prescription eyeglasses are more likely to purchase them in person than online. That said, online shoppers are likelier to buy multiple pairs in one go. One of the main reasons people are still buying through traditional channels is the desire to try eyewear before buying it. People want to see if something is comfortable and flattering before spending money, and the potential hassle of online returns can turn many users away.
Hence, virtual try-ons can help users feel much more comfortable buying online. Even major chains like Walmart have started offering optical try-ons using augmented reality. Using both the site and the app, users can click the “try them on” flag on the product page and get a facial scan (upon granting access to their device camera.) Once the face is scanned, 3D data and advanced algorithms are used to accurately emulate the glasses on the user. This allows the user to move and look at the model like they are checking a mirror.
3. Comprehensive customer reviews
Many eyewear brands don’t bother integrating reviews into their websites because they expect people to be ready to make a purchase based on pure brand recall and affinity. That said, most consumers prefer to see the opinions and experiences of other shoppers before making a purchase. In e-commerce, online reviews and ratings can affect 93% of a customer’s purchasing decisions.
If you look at Eyebuydirect, which is a primarily online retailer, every model or product has a dedicated review section with comments and photos, including user names, product sizes, and posting dates. The site visitor can quickly see the total review count and rating under the product name, and clicking it leads to the section where the user can read all the specific reviews. There’s even an option to rate a review’s helpfulness, essentially frontloading comments that can genuinely contribute to the consumer’s purchasing decision.
4. Active chatbot
One of the most common complaints from online shoppers is the lack of customer support when visiting websites. In eyewear, most questions can quickly be answered with an active chatbot. This differs from a passive chatbot with limited scripted interactions and minimal personalization. Passive chatbots can make the customer journey more frustrating, doing the opposite of what you want as a retail brand.
Specs Collective escapes this trap by using an active chatbot powered by Tidio. Since this is customizable, real-time, and AI-powered, it can respond to customers immediately and provide more robust and relevant answers. Its live chat functionality can signal when it’s time to redirect a user to human representatives or communication channels. Another great example of an AI-powered chatbot is Sparkle, which serves as a virtual concierge for Singapore’s CapitaLand. Here, customers can say something like, “I want a pair of sunglasses,” and Sparkle will offer recommendations, directing customers to the nearest store for the suggested pair. It’s a straightforward, no-fuss approach to chatbot technology.
Conclusion
Website design can make or break an eyewear brand’s digital performance. Thankfully, deploying updates and meaningful design elements with the plethora of UX tools and software available today is much easier. Thanks to these tools, improving a website is much more straightforward, so it’s worth taking the time to do so.
