Online Optical Store
Online Optical Store
The client's goal
Our team was contacted by a store that sold branded eyewear. A website was needed to sell products online and attract potential customers to the store.
Solution
We developed a vast online store with a complex structure. Factors we considered during development included:
- A mobile-first approach for the online store was the most suitable, based on statistics showing the usage of mobile devices for website visits.
- The product catalog was adapted to meet the needs of customers.
- Each product includes necessary parameters for filtering and convenient searching (easy searching).
- Special attention was given to landing pages for specific brands and categories.
All tasks set by the client were completed. We developed the online store with clear navigation, product filters, and convenient search (easy search) within a short amount of time. With each passing month, the number of customers is growing. Our team is continuing to work on the SEO promotion of the website and improve the overall functionality.
Design
We prepared a prototype and then designed several types of pages: homepage, category page, product page, blog, and articles.
- Searching for a specific brand of product – therefore, we created separate landing pages for each brand.
- Collections – based on gender (for men, women), and frame shapes (square, oval, aviators, etc.).
- Product filtering – search by 12 criteria, such as price, brand, frame shape, material, additional features.
Web development
We developed the online store using JavaScript to ensure fast performance. Additionally, we implemented prerendering for easy indexing by search engines like Yandex and Google. Moreover, we considered the complex structure of the website and ensured scalability for future project expansion. We also integrated several third-party services and automated processes in the admin panel to save time for client managers.
Image Optimization
Processing and resizing images for various browsers and resolutions. Implementing the WebP format instead of JPG to accelerate page loading.
SSR (Server-Side Rendering)
Pre-rendering code on the server side.
This allows search engines to index content without prior JavaScript processing.
Integration with "My Warehouse"
Integration with "Moy Sklad" to manage product availability and current pricing.
One product - multiple sizes
It was decided to create only one product card for each item in the catalog. The selected size was represented as a separate parameter in the shopping cart.
SEO
To promote the young project, we used SEO optimization and marketing technologies.
Semantic core
We clustered commercial and informational queries, taking into account user intents. Additionally, we prepared corresponding landing pages.
We built a large semantic core due to the large quantity of products on the website. We considered not only different brands of products but also added semantics for product collections – factors such as frame shape and gender.
We have conducted good clustering of commercial and informational queries, taking into account user intents. Prepared corresponding landing pages.
High-quality content
To make the product card look top-notch, we added factors such as:
- Automated filling of Meta-Title and Meta-Description,
- Alt and title for each image in the gallery,
- Filling in product characteristics,
- A brief description for each product.
Marketing
The main marketing efforts were on the client's side, for that is the task of the physical store. We complemented the client's efforts with internet marketing related to promoting the online store.
SERM
Handling Reviews
We posted reviews on website pages. We also emphasized to the client the importance of obtaining real reviews on Yandex and Google maps.
Website Blog
We write expert articles in the “blog” section on the website. This allows us to engage with potential clients at an early stage of decision-making. For example, when a user is just considering buying property abroad and choosing a country for investment.
Social Media
We manage Yandex Zen, where a lot of expert content is required. This brings traffic to the website and helps in promoting the website on Yandex.
Yandex.Market Feed
We implemented a product module for Yandex Business, which allowed us to occupy additional positions in the Yandex.Market search category.
Google Business Registration
Our team resolved the issue of adding the company to Google Maps, for there was a limitation on Russian companies. We implemented a different method and resolved this issue.
Achievements
Organic Traffic
Long-term results, the best traffic channel. One of the latest peaks was 7,000 visitors per month, all from search. In years of intensive work on the project, we’ve had up to 8,000 monthly visitors. SEO promotion in search engines provides long-term results, and we’re so happy that the client is satisfied with these results.
Orders
The number of successful orders for this season was around 1,500.
Engagement
Have a look at this graph depicting users who viewed more than 3 pages on the website. During one week, close to 1,400 unique users stayed on the website to view several pages.
