A new lens configurator that boosts conversion
wOkularach.pl
Learn how we have simplified the product range display and choice of lenses, while improving sales results
It is another e-point project for wOkularach.pl in which the client, happy with the cooperation so far, has decided to trust us once again. This time, they have asked us to help them improve the purchasing process on their platform.
The store is growing dynamically, but the current eyeglass lens configurator has proven to be a constraint. In response to these challenges, we proposed solutions that increased the intuitiveness of shopping, improved conversion, and streamlined product range management.
About the client
wOkularach.pl is a dynamically growing Polish e-commerce platform in the eyewear industry, offering a wide selection of frames and corrective lenses. The company stands out for its modern approach to online sales, offering customers the opportunity to try on frames in a virtual try-on room. Thanks to this technology, users can check how a pair of glasses looks on their face without leaving their home.
During the previous cooperation between e-point and wOkularach.pl, we successfully:
Improve the mobile application with TWA technology, and strengthen the UX/UI of the online store.
Learn more in this case study
Migrate the wOkularch.pl platform to the e-point Private Cloud. This ensured stability, security and optimization of infrastructure maintenance costs.
You can find out more about the project here
Challenges in the purchasing process
Analyzes of user behavior showed that a significant percentage of customers abandoned the process of configuring corrective lenses before finalizing their purchase. The key problems included difficulties in matching the parameters of the prescription to the form and insufficient information on the website. This led to frustration and abandoned carts.
Furthermore, the range of lenses was presented in an unclear way – all variants were listed in a long list without being divided into categories or allowing filtering. Customers felt overwhelmed by the excess of options when browsing the product range, which made it difficult for them to make a choice. There was a lack of suitable filtering and product categorization. These problems were exacerbated by the complicated product range management by Magento administrators, who had to manually update prices for each lens variant, which generated a huge amount of work.
The client expected a more intuitive interface and a simplified purchasing process. The project was also intended to improve the administrators’ product range management and thus increase the operational efficiency of the store.
First, we focused on understanding the users’ problems and thoroughly analyzing the current purchasing process. Based on this, a concept for a new solution was developed, which was then translated into detailed UX designs. We prepared several proposals for the new lens configurator because we planned to launch A/B tests from the beginning, i.e. to check which variant would suit the customers best.
At the same time, we worked on the architecture of the Magento module and the selection of suitable technical tools. We paid special attention to the selection of the A/B testing platform and chose Unleash because of its cost-effectiveness and the ability to integrate it with our existing internal analytics.
An important stage was working with the client on organizing the product range and preparing a new price list for lenses with a view to the Magento module for product range management, which was being developed at the same time. This required a detailed analysis of supplier catalogs and the standardization of product parameters.
After the implementation of the new analytics model, we carried out comprehensive tests covering all aspects of the implementation.
Satisfied customers and higher profits
We have provided the client with a number of specific solutions that significantly improved the purchasing process on the platform.
We have introduced three new lens configurators that allow for easy adjustment of the lens strength to the prescription, which significantly increases the intuitiveness of the entire process. We have also developed a new module for configuring the lens range, which makes product management and presentation much easier.
We have also created an interface for A/B test management, which allows for flexible changes to the product range.
Technologies used:
Magento
Headless front based on React
Unleash for A/B test management
The client was very positive about the quality of the delivered solution and appreciated the thorough testing carried out during the project. In the long run, the changes may strengthen the position of wOkularach.pl on the market.
"The new lens configurator has significantly improved the purchasing process on our platform – customers can now match the lenses to their needs faster and more easily, which has resulted in an increase in conversion and fewer abandoned carts. Simplifying the management of our range has also allowed us to reduce the time needed to update products, which has increased the operational efficiency. The possibility of conducting A/B tests is an added value, thanks to which we can optimize the range on an ongoing basis according to the preferences of users".
We are currently still evaluating and monitoring the effects of the changes. But we can already see the first positive results. A simpler purchasing process means more conversions, fewer abandoned carts and satisfied platform users.
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