October 21, 2010, 2:17 PM

EyeBuyDirect gets personal with e-mail

Adding product recommendations to its e-mails, the retailer’s click-through-rates rose 175%.

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After adding product recommendations to its e-mails, EyeBuyDirect.com is getting more clicks and higher conversion rates.

The retailer of prescription and non-prescription eyeglasses says its e-mail conversions rose 30% and its click-through rates 175% since it began adding personalized product recommendations from e-commerce personalization vendor Barilliance to its e-mail newsletters.Roy Hessel, CEO of EyeBuyDirect, says his company has been using Barilliance since 2009 for general e-mail marketing and recently began adding product recommendations based on shoppers’ behavior, such as past purchases and browsing history, as well as attributes like gender. He says adding recommendations did not require extra coding.

E-mail is just one way EyeBuyDirect tries to personalize each shopper’s experience.

The retailer, which launched in 2005, also hosts a Wall of Frames section where shoppers can use a tool called EyeTry to upload photos of themselves, virtually try on frames and share the look with friends, family and other shoppers to solicit feedback.

Another tool from Kampyle Ltd. enables shoppers to click on a ribbon on the bottom left corner of each page and leave feedback via a pop-up window. Shoppers can rate their overall shopping experiences on the site and click into subcategories to enter comments on product categories.

The feature has given EyeBuyDirect insights into which new products consumers are looking for. For example, it discovered via feedback that older shoppers wanted rimless frame styles available for progressive or multi-focus lenses.   

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