Best Features for Your Eyewear E-commerce Site to Boost Sales and Engagement

According to Statista data, around a quarter of all purchases in Spain now occur online. During the last quarter of 2023, online commerce turnover exceeded €22.5 million, reaching an all-time high within the country.

These increasing e-commerce sales have been a key factor in driving the strong market performance of the eyewear industry, which is predicted to grow at a CAGR of 8.3% from 2024 to 2030, according to Grand View Research.

Figures from the Instituto Nacional de Estadística show that up to 24.4 million Spaniards—or 61% of the total population—above the age of 15 wear glasses or contact lenses, further driving the demand for eyewear in the country.

As eyewear e-commerce sites continue this growth, standing out from competitors is essential. But the question is: how? If you’re looking for ways to boost your sales and engagement, we’ve got you covered. Here are some of the best features for your eyewear e-commerce site:

Product filtering feature

According to data from Sparq.ai, 75% of online buyers find product filtering essential for a positive shopping experience. Online contact lens retailer Optica 2000 leverages this feature to help customers narrow their searches, whether they’re looking for contacts for astigmatism or "lentillas progresivas" from brands like Dailies and Air Optix for correcting vision at multiple distances. Buyers can also specify their search further by filtering options based on brands, materials, and price range. Adding this feature to your e-commerce site can make potential buyers feel less overwhelmed by your wide product selection, allowing them to enjoy a quick and convenient consumer journey.

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Virtual try-on technology

Did you know that Spain has one of the highest purchase return rates in e-commerce? A Mastercard Institute study found that one in four online purchases in Spain are returned. To avoid high return rates, you can incorporate a virtual try-on feature into your eyewear e-commerce site. This feature lets shoppers digitally fit your product offerings to check if their preferred frame styles suit their face shapes, reducing potential returns.

Eyewear retailer Eyebuydirect is one example of an e-commerce platform that uses the feature. According to a Forbes report, virtual try-on technology can boost sales by up to 30%, making it a must-have feature for your site.

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High-quality product presentation

Product photos on your website can positively impact buying decisions, especially if they are high quality, as they enable site visitors to check the specifications of their preferred eyewear. Aside from high-quality photos, you can include 360-degree views of your products or upload pictures from different angles, so buyers can examine the details up close. Optical retailer Clearly, for instance, provides multi-angle views of its products by allowing the photos to rotate when hovered over by the cursor. Or, for an advanced way of presenting your products, you can consider live shopping and shoppable videos to increase viewer engagement, present more information, and showcase your products in action. Following that will allow your customers to enjoy an interactive shopping experience that can make them feel confident about their purchases.

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Chatbots

AI-powered chatbots are essential for assisting site visitors. This feature uses natural language processing algorithms to address various customer queries, from concerns about orders to general product enquiries. Le Petit Lunetier is an example of an eyewear retailer maximising this feature to provide a tailored shopping experience for its customers. Similarly, you can include chatbots on your website to attend to customer concerns 24/7. According to a HubSpot survey, 66% of consumers expect a prompt answer to their enquiries, and with a chatbot’s ability to respond quickly, you can boost customer satisfaction, leading to higher sales.

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User-generated content

User-generated content (UGC) is valuable for engaging your customers. An example of a helpful UGC is product reviews, which can impact 93% of buyers’ purchasing decisions, according to a Frontiers in Psychology study. By displaying reviews from previous customers, site visitors can see your commitment to improving your services, and positive reviews can also sway them to buy your eyewear products. Another UGC you can try is Stories, or the short, informative videos featuring your product listings that can capture shoppers’ attention.

For example, most cosmetic brands use Stories in their product listings to promote false eyelash and nail polish products, to show clear visuals of how these can be used to enhance customer beauty. You can check out our offerings on Vidjet if you’re looking for a conversion rate optimisation tool to help you create, import, and manage UGC videos on your eyewear e-commerce site.

With the rising popularity of eyewear e-commerce sites, maintaining your competitive edge is essential to boosting sales and customer engagement. Leveraging these features is a step in the right direction toward providing an overall positive shopping experience to your buyers.

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