In the fast-paced environment of eCommerce, businesses are compelled to constantly adapt to maintain competitive advantage. As consumer preferences continue to evolve, retailers are also pushed to implement strategies that can cater to diverse customer needs, and among these strategies is incorporating valuable features into eCommerce websites. Salesforce research shows that 52% of online buyers expect personalized offerings, and 66% expect businesses to understand their unique expectations and needs. This highlights the importance of optimizing eCommerce platforms to introduce exciting features.
The eyewear industry is a leading example of how unique eCommerce features effectively boost sales. According to Technavio, the global eyewear market size is poised for steady growth at a CAGR of 9.19% from 2024 to 2028, with the increasing adoption of eCommerce platforms among the driving factors behind its strong performance. So, if you’re looking for the best practices to optimize your eCommerce website, look no further than online eyewear retailers.
Below, we take a look at some of the best features on four eyewear sites you can take inspiration from:
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Product filters
Research shows that 75% of online buyers view product filtering as an essential part of a positive shopping experience, especially because it makes them feel less overwhelmed by a wide range of product offerings. Performance eyewear brand Oakley’s eCommerce platform is a good example of how product filters make navigating easier, as it enables site visitors to narrow down their searches as they navigate the website. Take the golf sunglasses section, which allows shoppers to filter for Prizm and Prizm Polarized lenses according to their preferences. Similar filters throughout the rest of the company’s product offerings enable sorting based on colors, lens type, bestsellers, and prices. You can copy the practice using a filter plugin like FacetWP, which creates a highly faceted search system that makes it easier to sort through your products.
Loyalty program
Creating ways to sustain brand loyalty is essential for businesses to thrive. Retailer Sunglass Hut is a good example of an eyewear business fostering brand loyalty through its first-of-its-kind loyalty program, The Sun Club. This omnichannel campaign rewards physical and online buyers with points for every purchase of glasses and sunglasses. It provides them access to exclusive benefits like birthday and anniversary promos, exclusive product sales and launches, and branded gifts. Customers can also earn additional points when they engage in specific activities, beginning with the loyalty card subscription and membership profile activation. You can take cues by incorporating similar multi-tier loyalty offerings to your eCommerce site so your customers can return for more rewarding experiences.
Secure payment methods
Studies show that almost 60% of buyers say that the availability of convenient payment options is a crucial factor in making online purchases, and 49% of global eCommerce transactions in 2022 occurred through digital wallets. This highlights the importance of convenient payment gateways like PayPal, which also feature fraud detection capabilities that can promote customer trust. Designer eyewear brand Ray-Ban is an example of an eCommerce platform that uses PayPal for faster, convenient, and more secure checkouts. You can also provide your site visitors with a convenient payment option using plugins like WooCommerce PayPal Payments and YITH PayPal Express Checkout for WooCommerce, which allow one-click payments and provide a streamlined checkout process.
High-visibility photos
According to a Journal of Business Research study, product photos can positively impact buying decisions, especially high-quality images that allow customers to see the details of their preferred products up close. Optical retailer Eyebuydirect enables online shoppers to closely analyze its diverse eyewear selection by providing multi-angle, 360-degree views of its glasses offerings and incorporating a built-in magnifying tool so site visitors can zoom in on product specifications. You can take inspiration from Eyebuydirect by also providing your online shoppers with high-definition pictures that they can rotate so they can carefully check your products and avoid any returns.
Maintaining a competitive edge is essential to stand out from other eCommerce businesses in the market, and one way to do that is by optimizing your website. Taking cues from these online eyewear retailers is a step in the right direction toward enhancing your eCommerce platforms and elevating the customer experience.
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