More Purchases,

Same Ad Spend.

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Nice Website, Bad Conversions

Eyewear D2C brand with a great-looking website but weak add-to-cart and checkout conversion. GTMFlex rebuilt the page structure, tightened messaging, added trust layers, and lifted purchases—without increasing ad spend.

Our Approach:

Reality Check Audit:

We started by separating “design feedback” from real conversion blockers using data + user behavior.

Baseline metrics: PDP → ATC rate, cart → checkout rate, checkout → purchase rate
Reviewed device split (mobile vs desktop) and top drop-off pages
Identified friction points (confusing offers, unclear next step, trust gaps)

Message Clarity Reset:

The site looked premium, but visitors didn't immediately understand the value and the “why now.”

Page Structure Rebuild:

We reorganized key pages so they guide users like a sales assistant—step by step.

Home/collection flow: hero → bestsellers → proof → benefits → FAQs → CTA
Product page flow: fit/size → lens options → delivery/returns → reviews → CTA
Made CTAs consistent and predictable across sections

Trust Layers + Social Proof:

People don’t just buy eyewear—they buy confidence (fit, quality, returns).

Added review blocks near decision points (not only at the bottom)
Included “risk reducers”: warranty, easy returns, delivery timeline, COD/secure pay
Highlighted proof: customer photos, press mentions, ratings and more

CTA & Offer Optimization:

We removed vague buttons and replaced them with action-driven CTAs and clear microcopy.

Improved CTA language: “Choose your frame” / “Select lens & add to cart”
Added sticky CTA on mobile (where most drop-offs happen)
Reduced form friction: fewer fields, clearer error states, better checkout guidance

Experiment + Iterate (No Extra Spend):

We ran controlled improvements and iterated based on what actually moved conversions.

Outcome:

The website stopped being “pretty but passive” and started converting like a sales funnel.