3 Lessons to Learn from Eyewear Ecommerce to Drive Traffic to Your Website
Are you struggling to drive more traffic to your ecommerce site? You’re not alone. After all, it’s a crowded market. Website statistics show that a new site is built every three seconds, and over 71% of all websites on the internet are business-related. The result? Over 21% of business site owners struggle with low traffic. This particular challenge can significantly affect your sales, especially since the average conversion rate for ecommerce websites is already relatively low at 2.5% across industries.
Fortunately, it can help to draw wisdom from successful online retailers. You’ll find many of them in the eyewear e-commerce market, generating global revenues of over $30 billion annually. So, with that in mind, here are a few valuable lessons you can pick up from them as you strive to drive more traffic to your website.
Lesson 1: Prioritize SEO
Search engine optimization (SEO) is crucial if you want your website to be one of the first results consumers see when they Google queries related to your niche. By simply using keywords that your target customers are likely to use themselves, you’ll ensure your website is more visible because it better matches their search intent. Ultimately, that means users will be more likely to see and visit your website.
The effectiveness of this strategy is evident in the performance of Target Optical, the retailer’s eye care center. Though it’s found at most of the retailer’s brick-and-mortar locations, it also boasts an extensive website where users can not only buy eyewear but also book eye exam appointments with licensed optometrists near Target’s physical stores.
To promote this particular feature online, Target Optical’s eye exam page leverages relevant keyword phrases like “eyeglass stores near me,” “Find your nearest Target Optical,” and “schedule an eye exam.” That allows it to appear as one of the first results when users search for queries like “eye exam near me”.
The page’s optimization has done more than drive more traffic to Target Optical’s website—since the site also helps users purchase prescription eyewear afterward, it’s also boosted sales. Target Optical generated roughly $466.5 million in 2023 alone, helping contribute to the overall $19.4 billion in revenue originating from Target’s digital sales channels for that same year.
Businesses can also invest in voice search optimization to further amplify SEO efforts. With the rise of voice-activated devices like Amazon Alexa and Google Assistant, tailoring content for conversational queries can improve website visibility. For instance, keywords structured as natural language questions like “Where can I buy affordable glasses?” or “Which eyeglass frames suit my face shape?” can drive significant traffic from voice searches.
Additionally, website performance plays a crucial role in SEO. Search engines like Google prioritize fast-loading, mobile-friendly websites. Using tools like Google PageSpeed Insights can help identify optimization opportunities that ensure your site ranks higher and delivers a better user experience.
Lesson 2: Leverage User-Generated Content
Social media is a crucial platform that can funnel more visitors to your website. It’s also cost-effective. That’s because, instead of opting for pricier campaigns that involve pursuing paid partnerships with influencers, you can simply leverage user-generated content (UGC).
Think of UGC as a visual way for customers to share their positive experiences with your brand. User-generated video content is particularly trending in ecommerce now that video is the fastest-growing format in online culture. By using UGC to make multiple links between your website and social media profiles, you can drive traffic, build authority with new visitors, keep them coming back for repeat purchases, and potentially have them give you more free exposure through word of mouth.
One eyewear retailer that takes full advantage of UGC is Eyebuydirect. On its homepage, it encourages visitors to use the hashtag #eyebuydirect when showing off their new frames on social media. The retailer then takes their posts, shares them on its official pages, and credits them to the user.
Aside from fostering customer loyalty in original posters, this strategy encourages those who see this content to visit the Eyebuydirect website and look up the models featured in user-generated posts—ultimately helping boost both website traffic and online sales.
Modern tools like Canva and Adobe Express make it easy for businesses to create engaging visuals by repurposing UGC into branded content. This approach allows ecommerce companies to maintain a consistent aesthetic while highlighting customer testimonials, reviews, or images.
Additionally, AI-driven tools like Later or Buffer analyze the best times to post UGC on social media, optimizing reach and engagement.
Gamifying UGC campaigns can also be an effective tactic. By encouraging customers to participate in contests—such as sharing photos or videos for a chance to win discounts or prizes—brands can create viral marketing effects that attract more website traffic.
Lesson 3: Integrate Emerging Technologies
Emerging technologies like artificial intelligence (AI) and augmented reality (AR) can do more than streamline business workflows. When integrated into ecommerce sites, they can provide cutting-edge features that help you stand out from your competitors while simultaneously improving the user experience for visitors. Because they’ll make your website more accessible and more appealing to use, potential customers may thus prefer leveraging your website when researching and purchasing products and services related to your industry.
Zenni Optical, which is known for its affordable eyewear catalog, best exemplifies how exactly emerging technologies can help drive traffic and sales. Using AI and AR resolves two common issues that crop up when buying glasses online: parsing countless listings to find the suitable model and remotely checking if it’s the right fit.
It started by launching an AI-powered search tool in 2023. With it, users can upload any image of eyewear they’ve seen in real life and find the closest match to it available on the retailer’s website. Zenni is also one of the most popular retailers that allow users to try on glasses online using augmented reality.
The resulting virtual try-on website feature can superimpose various frames on a user’s face based on the latter’s unique measurements, helping them find the most suitable pair for their needs even if they’re not shopping in-store. In an interview with Glossy, Zenni’s chief technology officer confirmed that these tools helped the retailer increase website traffic, cut marketing costs by half, and ultimately double its profits.
Other retailers have adopted similar technologies to stay ahead. AI chatbots integrated into ecommerce platforms are increasingly common. These tools provide instant, tailored customer support while guiding potential buyers through the sales funnel. Meanwhile, augmented reality is being used beyond virtual try-ons; some ecommerce websites incorporate AR into 3D product visualization tools, allowing users to explore items in greater detail before purchasing.
Blockchain technology is also beginning to make an impact on ecommerce. Its ability to verify product authenticity, ensure secure payments, and enhance supply chain transparency can be marketed as unique selling points for tech-savvy customers, adding another layer of trust and differentiation.
Conclusion
The competition in ecommerce is fierce, but lessons from successful players in the eyewear market can guide you toward better traffic and sales. By prioritizing SEO, you can ensure your website is visible to your target audience and aligns with their search intent. Leveraging user-generated content connects your brand to its audience authentically, enhancing visibility while cutting marketing costs. Finally, emerging technologies like AI and AR not only improve the customer experience but also provide innovative ways to distinguish your business from competitors.
As ecommerce continues to evolve, the integration of new technologies and strategic approaches will remain key drivers of success. By adopting these lessons and staying attuned to industry trends, you can effectively drive traffic to your website, strengthen your brand presence, and achieve long-term growth in the digital marketplace. Investing in tools, creativity, and technological innovation will boost website visits and convert casual browsers into loyal customers.