November 30, 2011, 5:35 PM

Keep it simple

1-800 Contacts recently introduced a new design that reduces refilling an order for contact lenses to under four clicks.

Mark Brohan

Research Director

Lead Photo

Simple is better at 1800Contacts.com. Instead of overwhelming visitors to its e-commerce site with complicated features, 1-800 Contacts recently introduced a new design that reduces refilling an order for contact lenses to under four clicks. The new home page features above-the-fold images of the most requested brands of contact lenses. Clicking on a brand takes shoppers directly to a revamped product page and a shopping cart. “We put importance on streamlining the process,” says e-commerce marketing manager Amy Larson. New customer service features on 1800Contacts.com include a series of guided questions that tell customers step by step how to enter the correct information on the order form and where the numbers can be found on the prescription or the contact lens box.

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