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.