Peepers design and market innovative eyewear, specifically reading glasses, for both men and women. From their initial transition to the Shopify eCommerce platform, 3five have been with them every step of the way. Peepers made the move after spending excessive amounts of money and time unsuccessfully re-designing their store with an alternative platform. They recognized the ‘need’ to move platforms and settled on Shopify and 3five to build out the design and features they already had in mind. They have since been featured in ‘O’ The Oprah Magazine, and had a Shopify article written about their recent successes by Nick Winkler.
Out with the old...The old eCommerce platform that Peepers were working with failed to give them the flexibility and performance required to efficiently operate their store. Peepers required flexibility to build custom feature designs, as well as a flexible developer who could respond quickly to their requests whilst supporting their vision and growth trajectory. We had little to work-off with Peepers old site; it wasn’t responsive and their design lacked creativity. It would have been difficult to implement the features and ideas that Peepers had onto the website in its previous state.
Through one-to-one consultation, we were able to recognize where we needed to focus our strengths. Our joint goals were clearly defined as; site responsiveness and optimization, modern design, new high performing features and fast webpage loading. Peepers had a bright future in mind for Peepers.com and they were not shy about expressing exactly what they wanted. Their main focus was on dramatically improving customer experience in order to improve website conversions.
These features are popular amongst numerous competitors of Peepers and thus they wanted to keep-up with the popular trends. It was something that their customers had come to expect when they visited their website; a view of the product they are purchasing from every angle. Although this is not currently in use due to lack of photography, it is an accessible feature.
Users can select a color option of the drop down menu in order to show a results page of glasses in this preferred color. This allows customers to choose their favored color and view which types of glasses offer it.
The motivator shows users how close they are to earning free shipping based on what they have in their cart. It acts by encouraging customers to invest more in order to qualify for free shipping. “It’s always a good idea to give customers a little bit of a nudge. It gives customers an incentive to add something else to their cart and increase sales.” Gina Gregory (quoted in Shopify article)
After launch there were issues with people adding the wrong lens strength to the cart because they never updated the drop down from its default value. Gina wrote some javascript to check if the strength dropdown had been changed at all before the customer clicked ‘Add to Cart’. Before adding to cart a pop-up appears asking the customer to confirm the lens strength or go back to change the dropdown.
Due to the fact that Peepers had opted for the Shopify Plus plan, we had the ability to customize the checkout template with custom HTML and CSS. Being able to import custom HTMl allows Peepers to provide a visually consistent customer experience which inspires trust in its customers. This provides a great example of a truly seamless checkout experience.
Raking in the benefits
One of Peepers key objectives was to increase organic traffic which was a weak point of the old website. Since the website has gone live it has increased traffic by 25-30%. Average order value has also increased 15-20% which can be viewed as a result of the customized checkout experience and the ‘Free Shipping’ motivator.
Customers have received the website with immense delight by stating that it was easier to navigate through pages and find exactly what they were looking for. One of the main features that customers have raved about is the ‘Order Confirmation’ email template that was built by Gina to provide more business to customer communication. This can impact customer loyalty and turn first time customers into returning customers.
