Taking a high-octane eCommerce sports brand to new heights.
RX Sport believes in giving everyone with a passion for the sport the same opportunity to reach their full potential by offering bespoke, tailored optical solutions and protective technology to improve performance and comfort. For over 15 years they have been providing purpose-built prescription sporting eyewear solutions that aren’t available through highstreet retailers or opticians.
With the habits of shoppers changing and it now becoming the norm to buy prescription glasses online RX Sport has ambitious plans to lead the way in providing a convenient online shopping experience for complex prescription products whilst still being able to deliver their personal touch. They really pride themselves on the expert advice and service they are able to offer customers so it was essential this was captured in the end result.
The Challenge
There were several goals RX wanted to achieve with the launch of the new website. The main objectives were to increase sales and conversions on the site and, in turn, generate more online revenue. Another challenge was the complexities around purchasing complicated prescription products online and how a consistent shopping experience could be created across all prescription products. RX was also looking to strengthen their brand positioning as a sports prescription eyewear expert and build on their reputation to grow in Europe and take advantage of sales opportunities in the international market.
The Solution
To create a solution that helped RX reach their goals, the new build had to start with a complete site and product category restructure to improve the overall experience for customers. This would allow for seamless navigation and journey for users across the site. A comprehensive user journey was meticulously planned out, with a key focus on the bespoke prescription products to ensure the path from the point of entry on the site to purchase was as intuitive as possible and filled with plenty of added value.
Another feature that was implemented to help bolster their brand reputation as experts in their field was the extensive help centre. This covered everything from articles and FAQs for all of their product ranges, home trial information, payment and delivery information to detailed guides on their products and lenses covering performance and technical information.
Prescription Builder
To simplify the task of purchasing prescription products, we worked with RX to build out a bespoke prescription builder; allowing customers to assemble their perfect product configuration using real-time data for lens options depending on their particular prescription. The prescription builder allowed for the required flexibility to work across all of their prescription products from glasses to ski goggles, making sure that the different options and data required for each product type had a seamless and intuitive journey for the customer.
The Results
In a short time since the launch of the website there has already been a significant improvement in the performance of the site. The new design also allowed for RX to quickly update their store for the change of seasons allowing them to switch focus to ski goggles and helmets for winter from sunglasses and cycling helmets for summer whilst still maintaining a slick and modern look and feel.
– 94% increase in conversion rate since launch –119% increase in revenue since launch
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