Black Optical Website


Black Optical’s website was on both Drupal and Shopify, making it difficult to manage, not allowing analytics cross-domain tracking, and not accurately representing the elevated Black Optical in-store experience.


To achieve Black Optical’s digital marketing goals, we needed to refresh the web design and migrate the website fully over to Shopify to allow for seamless management and merchandising.

We focused on user experience and creating an easier path for customers to discover products and brands.

black optical tulsa
black optical okc
black optical dallas

Black Optical Website


The website was built in Shopify, integrating in with their store’s POS. We are able to record and give attribution to online and offline sales through Lightspeed integration, allowing a more robust ability to track digital campaign performance. The new site created improved merchandising opportunities, the ability to launch Facebook and Instagram stores, push up-to-date data feeds to the online shopping channels, and create private sales for insiders.


Conversion rate increased 54% over STLY

Revenue increased  47% over STLY

black optical homepage

Category Pages


On the old website, category-level pages were filters, which were not crawled and indexed by search engines. In addition, Black Optical could not customize the category pages, which was a focus of the new site.

The new site allows Black Optical the ability to add h1, brand descriptions, and hero images alongside products.

black optical category