BUTTERFLIES EYECARE
Anthea Turner with James Sutton
Butterflies Eyecare is a family run company which was founded in 2005. With a background in optics and pharmacy, it has developed a range of niche optical products. A first-time entrant in the Direct Commerce Awards it scooped the award for Best Business to Consumer Performance: Beauty, Health & Personal Care.
With close to 1000 products for the healthy eyecare niche, the online business has launched products and developed brand pages for ailments including dry eyes, blepharitis and meibomian gland dysfunction. In addition, it offers nutritional supplements which can help with macular degeneration, glaucoma, cataracts and dry eyes, plus award winning make-up and skincare for those with sensitive eyes or skin. It is often approached by companies looking to launch eye health products onto the retail market and is continually enhancing its range.
As a niche site operator, the business applies its knowledge of eye health to benefit online shoppers, many of whom are elderly and potentially less experienced in buying online than their younger counterparts. Given that many of the products it carries are not easy to find in general pharmacies, Butterflies Healthcare has developed a significant niche with high potential for repeat buying.
Seeing an opportunity to greatly improve site accessibility for older customers, the business had implemented a complete site redesign in early 2020. Since then, it has focused on improving the customer journey. A full UX review in 2021 spurred changes to
navigation and checkout steps in response to customer feedback and user testing. Improved function, style and positioning of the menu followed with a greatly simplified checkout has the made the site far easier to buy from for the company’s elderly customers.
Tis work has led to a 10 per cent increase in accessibility, 7 per cent increase in performance, and 6 per cent increase in best practice. Te checkout enhancements have also led to a drop in helpline calls from those unable to fathom the online checkout process.
An automated delivery system is offered for selected consumable products, which enables customers to save money when they sign up to receive orders at regular intervals, is promoted by purchase data driven emails. Overall site traffic has increased by 9 per cent, conversion grew by 11 per cent, sales rose by 20 per cent.
Te pandemic and its restrictions meant that the company had to operate with fewer staff, yet it still managed to despatch 99.6 per cent of orders on time, maintaining its Feefo Platinum Service rating for a fourth consecutive year.
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