We put the focus back on the customer and doubled Optegra's conversion rate!

The UK's most trusted eye care specialists Optegra provide bespoke ophthalmic surgery to meet every eye health need. Optegra's purpose is to help people live a fuller life. With Kalago's help, we put the user at the forefront of what they do, and now they're transforming more lives than ever before.

Kalago built Optegra two new websites for different territories and put the focus back on conversion rates, helping them reach a record number of new patients. Their new sites are delivering twice as many conversions, with a 25% increase in search traffic and 32% growth in new users!

How do you optimise your websites for conversions and the best possible performance on search engines, without compromising the simple, intuitive design that today's users – and devices – demand?

Optegra had multiple websites with different content, built on different platforms. Our challenge was to harmonise its global brand presence around a refreshed new digital identity, deployed across two new state-of-the-art websites, geared to deliver as many conversions as possible. They had to go live within four months!

Optegra is a true pioneer in eye health care, with a consultant-led approach and five-star reviews that set them apart. We carefully crafted an online brand strategy that reflected this, from look and feel through to copy. The user was front of mind throughout the process.

Considering the user carefully, we knew the site had to work on many legacy devices due to a large range of user ages. Ensuring we could do this, we kept the designs as clean and minimal as possible, whilst optimising accessibility and SEO using rigorous testing.

Continuing this user-first approach, we carried out research into consumer attitudes towards eye conditions and procedures. These helped inform and develop a set of personas representing Optegra’s marketing targets. Content was then created for each of these, and a set of conversion opportunities defined, along with appropriate calls to action at the right points along the user journey.

To refine the content and optimise conversion rates, we conducted focus groups with people who had already shown an interest in Optegra - invaluable feedback that was used to improve layout, headlines, calls to action, imagery and navigation before launch.

Continuing the drive towards conversion rate optimisation, we integrated a range of third-party software into the site. One example is Unbounce, a purpose-built platform for split-testing landing pages. Optegra can now use this to continually refine its key landing pages and messaging.