Essilor Doctor Directory
Essilor of America is a global company that designs, manufactures, and markets a wide range of lenses to improve and protect eyesight. In 2016 they acquired All About Vision.com (AAV), a consumer website providing reliable, independent, eye doctor-approved information about eye care and vision correction.
AAV served more than 50 million unique visitors annually. It was the goal of Essilor’s stakeholders to funnel that traffic to Essilor’s Doctor Directory. Call to Action (CTA) buttons were placed in key articles to guide those looking to purchase eyewear to Essilor’s preferred in-store partners and e-commerce properties.
Initial attempts by Essilor to promote the Directory on AAV were not producing desired results. The average industry conversion rates were around 0.5%. Essilor’s efforts were converting 0.2%.