Opto-Réseau is a vast network of optometrists and opticians that span the entire province of Quebec. In a hugely competitive market, with both brick-and-mortar and online services, Opto-Réseau turned to Axial to develop a more substantial online presence to attract, retain and convert customers to the company’s 85 independent clinics.
Opto-Réseau’s website was developed based on the ROBO business model: research online, buy offline. While redesigning the website to align it with the company’s new brand, we also created a frame catalogue and separate pages to promote each clinic, where were apart from the CMS, so that they can be reused and easily updated regardless of the platform. A simplified booking request system was also created to drive qualified leads to geo-localized clinics.
Axial’s conversion rate optimization team consistently monitors and analyzes the website’s performance to maintain Opto-Réseau’s dominance on search engines and fine-tune the appointment process to drive more in-clinic visits.
*Data compared between 2018 and 2020
What the project team had to say