Conversion Rate Optimization

Situation

Stanton Optical and My Eyelab websites were the primary appointment scheduling channels for 300+ retail stores, but the mobile experience had usability issues and conversion rates had plateaued. With most traffic coming from mobile, improvements here had direct revenue impact.

Task

I proposed a systematic approach to improving conversion rates through iterative UX improvements informed by user behavior data, rather than a single redesign.

Action

• Set up Hotjar heatmaps and session recordings to identify specific friction points in the mobile scheduling flow
• Analyzed Google Analytics funnel data to find the highest-drop-off steps
• Proposed and implemented a series of mobile responsive improvements and UX enhancements based on the data
• Ran iterative cycles: implement change, measure impact, identify next opportunity
• Tracked conversion rates weekly to validate each improvement and catch regressions

Result

Raised appointment scheduling conversion by 15%. Stanton Optical and My Eyelab websites reached all-time maximum conversion rates of 7.6% and 6.45% respectively within 10 months of starting the initiative.