► 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

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

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 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.


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.
• •
• •
•
•
•

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
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.

► Eyewear Providers Online - NZ SEO Reach 2014

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► Eyewear Providers Online - NZ SEO Reach 2014