Black Optical’s website was on both Drupal and Shopify, making it difficult to manage, not allowing analytics cross domain tracking, and not providing an accurate representation of 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 discovering products and brands.
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
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 on the new site.
The new site allows Black Optical the ability to add h1, brand descriptions, and hero images alongside products.