Which eyewear providers lead the field in NZ? – A/B Testing Industry Report and Survey

FIRST, a New Zealand based leading digital marketing agency has just released a new industry report comparing two major eyewear providers regarding their website usability. Moreover FIRST took a close look at specific site features of the Homepage, Category Page, Product Page and Cart page. FIRST provide conclusions for website improvements which should be tested. Additionally, a consumer survey was carried out, discovering that the “product quality” of glasses or contact lenses is perceived as the most important factor for Kiwi buying decisions, as well as some other interesting findings.

This report is part of a series that looks at leading websites within specific industry verticals, to highlight best digital marketing practises, and opportunities for improvement.

In this report FIRST discovered that the eyewear market is highly competitive and international players are also muscling in to try and a get a piece of the eyewear market in New Zealand, mainly by using paid search advertising. Two front runners in the New Zealand market are Clearly Contacts and Specsavers which are very dominant within paid search.

We revealed that Clearly could strengthen their online position by improving their visibility for  frequently searched terms like “glasses”. When taking a look at the two company websites we discovered that both are engaged in social media and especially have a big following in Facebook. Other website features are shown in more detail in the eyewear industry report.

By carrying out a consumer survey we discovered that most Kiwis visit a local optometrist when deciding to buy new glasses or contact lenses, and secondly would search the website of a known provider.

When we asked what would encourage participants to purchase online more frequently we found some insightful tips.

If you want to have a competitive advantage you should consider A/B testing as a new valuable resource for your digital marketing strategy. Download our full report for free and discover which one of the eyewear providers was considered the winner and learn how A/B testing can make a measurable difference to your bottom line, no matter if it’s an e-commerce store or a rental service company, the potential to improve conversions is huge.