Opte gets a conversion rate boost

Opte, a leader in advanced skincare technology, improved their conversion rate by emphasizing value proposition messaging and clear call to actions.

Key Results

20% increase in conversion rate the first month after improvements were made.

Improved QA workflows

We added a strict and consistent QA workflow to ensure a smooth launch and post-launch monitoring to quickly address any unforeseen issues.

Clearer UX and highlighted features

We shifted the focus of the site to the most impactful features and benefits of the product, which helped customers understand the value proposition and made it easier for them to add the product to their cart.

Background &
problem

As a leader in advanced skincare technology, Opte had a revolutionary product backed by 13 patents and 14+ years of research and development. Their handheld device analyzes a customer’s face and applies a solution to combat hyperpigmentation, tailored to their unique face. It is an awesome product (that works!), with a lot of science and technology behind it, which was part of the problem they were having.

With so many great features and the advanced nature of the device, their site was cluttered with information and facts, which made for a distracting experience. They wanted to get their product in the hands of their customers with their website being the primary sales channel. That is why they asked First&Third to help them rebuild their Homepage and Product Detail page to tell the story of the product with updates to the design and layout of the site, improve the conversion rate with clear call to actions, and optimize the site for speed. Our main concerns were:

Unclear explanation of benefits
Muted call to actions
Slow page load
Out-dated analytics implementation

Our
Solution

First&Third takes a collaborative approach with our clients and their teams. We were involved at the beginning of this project helping with strategy and providing UX input for the page designs. We ran collaborative workshops with the key stakeholders of the Opte team, set up weekly meetings to track project status, and communicated through Slack. See some of the work that we did below.

UX Improvements
We collaborated with the design team to provide UX feedback on simplifying product customization and ordering. Customers could more clearly see what was offered, the price and add it to the cart.

Clearer features and benefits
Through user research and interviews, we found what mattered most to customers and highlighted the most impactful features. Customers could then understand what the device had to offer and how it could help them personally.

Optimized image sizes and improved site speed
Showing how the device worked and the results it gave was critical to telling their story, but big beautiful images can slow websites down without proper coding. And slower sites have shown to drastically lower conversion rates on e-commerce sites. So we built a system to optimize their images for speed, without losing their impact and detail.

Added custom analytics tracking
The Opte team needed more information on what was resonating with customers and what wasn’t. We implemented custom analytics tracking and deeper Google Analytics features to more closely track their customer’s journey on the site. We could then pinpoint what was working and where in the funnel customers were dropping off.

BEFORE - Opte Product Detail Page

AFTER - Opte Product Detail Page

Areas of improvement

Smarter UX

Clearer features & benefits

Optimized assets

Custom Analytics tracking

The Results

The new website was a great success and immediately started showing results. Customers were more quickly understanding what the product did and adding the product to the cart quicker. Overall, we saw a 20% increase in the conversion rate after the first month, a huge improvement.

We were also able to utilize the new analytics tracking to better plan their roadmap and target features and pages that would have the most impact on their conversion funnel.

After the launch of the project, Opte was so happy with the success that we continued to work with them on a monthly retainer to further optimize their site heading into the holiday shopping season.

We're a different kind of agency

With over 20 years of collective web development & engineering experience, we understand first-hand how difficult and frustrating it can be to launch anything online. What should take 1 month can often take 9. With the proper team, alignment around goals and objectives, and a detailed roadmap, we’re able to sweat the small stuff, so you don’t have to.

Let’s succeed together

Too often, agencies take direction without asking why. We do things differently by working closely with our clients to understand the real goals behind the brief. This way, we’re able to stay aligned on what matters, make smarter decisions, and build solutions that actually serve the business — not just the to-do list.