The company
Zenni Optical is a direct-to-consumer ecommerce brand specializing in providing affordable prescription and non-prescription eyewear to consumers across the globe.
As Chief Technology Officer at Zenni, David Ting aims to bring new technologies and innovation to the online eyewear retailer, with the aim of growing its market share and revenue as the optical industry continues to become more digitized.
The challenge
David knew he needed to keep customers at the heart of his strategy if he was to successfully drive growth and revenue through technology. This meant taking a data-driven approach to increasing traffic to the company's digital properties.
The first step was to analyze website data using Contentsquare's Experience Intelligence Platform to better understand the customer.
David and his team started with the customer journey: where were shoppers getting stuck in their purchase journey—and what were some quick wins they could make to remedy these frictions?
Using Contentsquare and Optimizely together was key to our data-informed optimization strategy. Seeing where we needed to make changes based on user behavior with Contentsquare and then testing those changes using Optimizely made upgrading our homepage experience much faster and more efficient."
The solution
The team's first focus was Zenni's website homepage. With about a million unique visitors on the site every day, David and his team knew that optimizing homepage experience was crucial to helping them achieve their goals.
The team suspected the homepage image was too large, and this deterring visitors from exploring the website further.
Using Heatmap Analysis, they were able to back up their hypotheses with data. The homepage image comprised 80% of the above-the-fold real estate but only had a 6% click-through rate.
This was causing the call-to-action to be too low, forcing shoppers to scroll down to learn more about the company.
Based on this insight, the team adjusted the page's above-the-fold content, elevating the CTA and value proposition and streamlining the navigation bar.
Heatmap Analysis showing click-through rate on Zenni’s homepage before optimization
Heatmap Analysis showing click-through rate on Zenni’s homepage before after optimization
The Zenni team wanted the homepage to guide visitors to the next intended action: browsing the categories.
Using Optimizely and Contentsquare to test a few menu variations, David's team learned that increasing the size of the category options in the navigation bar and adding a ‘trust banner’ was crucial to increasing activity and getting visitors to their product landing and description pages.
We found that the trust banner was extremely important through the experimentation. We are an award-winning brand, so we showcased that right up front, where everyone can see. Then we added our ratings and number of reviews. This was critical because it came down to trust. You want to build that trust right from the get-go through the homepage navigation.”
—David Ting, CTO, Zenni Optical
The results
As a result of these optimizations, the homepage saw its click-through rate increase from 6% to 15%—a +150% increase.
The homepage changes also increased the average conversion rate by +3.5%, equating to $15M in revenue—in just three months.
Today, David and his team continue to prioritize making data-driven decisions and using all the tools and technologies at their disposal—and strive to create the best customer experience and drive company growth through Zenni's digital properties.
Every detail matters. When you go through your site page by page, write down anything that bothers you. When you test these small things and take a data-driven approach to optimization, you'll find that there's a lot of saving in the details. It’s all about trying to make a frictionless purchase experience for your customers."
