{"id":98624,"date":"2022-04-14T06:00:07","date_gmt":"2022-04-14T13:00:07","guid":{"rendered":"https:\/\/thegood.com\/?page_id=98624"},"modified":"2024-08-28T14:24:56","modified_gmt":"2024-08-28T21:24:56","slug":"optic-nerve","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/optic-nerve\/","title":{"rendered":"Independent Sunglass Brand Builds New Website Based on User Behavior"},"content":{"rendered":"<div class=\"c-case-study-topper\"><div class=\"c-case-study-topper__content\"><div class=\"c-case-study-topper__logo-holder\"><img decoding=\"async\" width=\"300\" height=\"94\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/optic-nerve-case-study-logo-300x94.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/optic-nerve-case-study-logo-300x94.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/optic-nerve-case-study-logo-240x75.png 240w, https:\/\/thegood.com\/wp-content\/uploads\/optic-nerve-case-study-logo.png 400w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div> <!-- \/.c-case-study-topper__logo-holder --><div class=\"c-case-study-topper__quote\"><em>\u201cI expected The Good would move the needle \u2013 I had hoped for 25% \u2013 so seeing the results after just three months, and then ultimately seeing 42% conversion rate growth, we are thrilled.\u201d<\/em><\/div><div class=\"c-case-study-topper__quote-attribution\"><div class=\"c-case-study-topper__quote-attribution-text\"><strong>Spike Richards<\/strong>,\u00a0<em>Director Business &amp; Brand Development<\/em><\/div><\/div><\/div> <!-- \/.c-case-study-topper__content --><div class=\"c-case-study-topper__key-results\">\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\"><strong>42%<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">conversion rate increase<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\"><strong>84%<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">revenue increase<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><\/div> <!-- \/.c-case-study-topper__key-result -->\n<\/div> <!-- \/.c-case-study-topper__key-results --><\/div> <!-- \/.c-case-study-topper -->\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-overview\">The Overview<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Optic Nerve is an independent challenger in the highly competitive, big-company-dominated sunglasses industry. For nearly 40 years, they have worked to deliver the finest sunglasses available anywhere. The company is based in Colorado, and their high-quality products are field-tested in the Rocky Mountains.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge\">The Challenge<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Prior to working with The Good, Optic Nerve\u2019s primary ecommerce presence was via third-party retailers. Their own website wasn\u2019t able to provide the volume of direct-to-consumer sales Optic Nerve was aiming for. The company needed an effective ecommerce game plan.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-process\">The Process<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">To begin, we conducted in-depth research to learn more about Optic Nerve\u2019s consumers and their behavior on the site. We looked at every click and movement visitors were taking, to determine where the most lucrative conversion opportunities existed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cThe Good provides feedback and reporting in layman\u2019s terms which allows me and my team to easily understand the why and how.\u201d<\/p>\n<cite><strong>Spike Richards<\/strong>,&nbsp;<em>Director Business &amp; Brand Development, Optic Nerve<\/em><\/cite><\/blockquote>\n\n\n\n<p class=\"has-medium-font-size\">After establishing that a\u00a0data-driven redesign\u00a0via the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">DXO Program\u2122<\/a> would be best, we developed wireframes for the key components of the site and engaged in user testing to validate the layouts and content before moving on to the visual design.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Finally, we conducted additional testing to identify any remaining areas for improvement and ensure success prior to further development. Experience has shown that changes made at this stage are way more cost-effective than changes needed later in the flow.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIt wasn\u2019t long before all the \u201cprep\u201d work started to pay dividends.\u201d<\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-solution\">The Solution<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">We began our engagement by interviewing Optic Nerve\u2019s stakeholders, customers, and retailers. That helped us form site hierarchy and content strategy, as well as serving to identify key buyers. It also gave us a deeper understanding of consumer, retailer, and brand goals. From there we conducted a careful analysis of present analytics to establish baseline metrics.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cLike every small brand, we struggle with the wholesale channel because of the lack of brand identity. The direct customer feedback we received provides clear data we can share with our current and prospective retailers. This translates into higher sales within the wholesale world.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"has-medium-font-size\">Next, we helped Optic Nerve develop a content strategy based on consumer and business goals. We provided guidance on format, tone, and goals for each page type. Following that, we produced complete interactive wireframes for the primary pages (homepage, category, product detail, blog, and generic pages). This included mobile responsive versions for each. We also included recommendations for navigational structure and naming.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Finally, we helped build the Optic Nerve visual design on top of the wireframes, using style tiles to share visual inspiration and gather feedback along the way.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In the end, these data-driven designs were turned over to Optic Nerve\u2019s development partner, who built out the site based on the data validated designs.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI need to see exactly how the money we spend relates back to increased sales. This is very simple with what The Good does, and the Digital Experience Optimization Program\u2122 is the best use of our marketing budget to date.\u201d<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/optic-nerve-before-after.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-results\">The Results<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Optic Nerve\u2019s data-driven redesign and completion of the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Program\u2122<\/a>\u00a0have delivered a month-over-month trend showing a\u00a0<strong>conversion increase of 42%<\/strong>\u00a0and a\u00a0<strong>revenue boost of 84%<\/strong>.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-they-got-there\">How They Got There<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The work we completed for Optic Nerve included a combination of several of our service offerings, but these particular outcomes are the direct result of the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Program\u2122<\/a>.<\/p>\n<\/div>\n<\/div>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"featured_media":99199,"menu_order":120,"template":"","meta":{"_acf_changed":true,"content-type":"","wpcf-summary":[]},"service-type":[10141],"business-model":[10147],"industry":[10153],"class_list":["post-98624","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","service-type-conversion-growth-program","business-model-ecommerce","industry-physical-goods"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured.png",1200,697,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-150x150.png",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-300x174.png",300,174,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-768x446.png",768,446,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-1024x595.png",1024,595,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured.png",1200,697,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured.png",1200,697,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-380x215.png",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-760x430.png",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-600x349.png",600,349,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-129x75.png",129,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured.png",300,174,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured.png",400,232,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured.png",600,349,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-24x24.png",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-48x48.png",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-96x96.png",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-150x150.png",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/Optic-Nerve-Featured-300x300.png",300,300,true]},"post_excerpt_stackable_v2":"<p>\u201cI expected The Good would move the needle \u2013 I had hoped for 25% \u2013 so seeing the results after just three months, and then ultimately seeing 42% conversion rate growth, we are thrilled.\u201dSpike Richards,\u00a0Director Business &amp; Brand Development 42%conversion rate increase 84%revenue increase The Overview Optic Nerve is an independent challenger in the highly competitive, big-company-dominated sunglasses industry. For nearly 40 years, they have worked to deliver the finest sunglasses available anywhere. The company is based in Colorado, and their high-quality products are field-tested in the Rocky Mountains. The Challenge Prior to working with The Good, Optic Nerve\u2019s primary&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"","url":""},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Independent Sunglass Brand Builds New Website Based on User Behavior - The Good<\/title>\n<meta name=\"description\" content=\"Learn how Optic Nerve realized a 84% revenue increase with the Digital Experience Optimization Program\u2122\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/results\/optic-nerve\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Independent Sunglass Brand Builds New Website Based on User Behavior\" 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