Outcome and lessons
Within three months of deploying the revised CTA and Directory, the conversion rate jumped from 0.2% to 2.0%! That’s an increase of 10 times! Needless to say, Essilor stakeholders are ecstatic, and I think our users are enjoying the revisions.
Unfortunately, the development team underestimated the complexity of implementing the appointment functionality. In retrospect, we probably should have consulted some outside help with this part of the project. It’s currently offline, but I am hoping they get the kinks worked out so that our users will enjoy an even more fluid and enjoyable experience.