When it comes to online shopping, one major barrier is the inability to physically experience the product before purchase. LensKart, an online eyewear retailer, understood this challenge and found a solution. By implementing a targeted digital advertising strategy tied to their Try-at-Home program, they found an innovative way to overcome the hesitation that comes with buying eyewear online.In this case study, we’ll dive into how LensKart used targeted digital ads to drive their Try-at-Home funnel, increase conversions, and boost customer satisfaction—all while creating a more personalized and seamless shopping experience. It’s not just about throwing ads at people; it’s about guiding them through the process with relevance and value.

The Problem: Overcoming the Digital Shopping Hesitation

For most people, shopping online can be a convenient, hassle-free experience. But there’s one product category where hesitation is common: eyewear. Unlike clothes or gadgets, glasses are personal. You can’t feel the material, you can’t test the fit, and more importantly, you can’t see how they actually look on your face until they arrive. This created a significant barrier for online eyewear shoppers.

LensKart faced a key challenge: how do you get customers to trust the process and move through the purchase funnel when they can’t physically try the product? Traffic wasn’t the issue—LensKart’s website was already attracting plenty of visitors. But the problem was conversions—many people visited the site, browsed frames, and added products to their cart, but ultimately left without completing the purchase. This left a huge gap in potential sales.

Key Challenges LensKart Faced:

  • Lack of physical interaction: Despite high traffic, customers weren’t confident enough to make the purchase without trying the glasses on.

  • Mobile shopping issues: Customers using mobile devices, especially on slower internet connections, were dropping off at higher rates.

  • Testing new features: Amazon constantly experiments with new designs, from button placements to new widgets, but how could they be sure these changes were improving conversions or just complicating the experience?

The core issue was clear: How could LensKart build trust and move users through the purchase funnel despite the barriers of online shopping for eyewear?

The Approach: Targeted Digital Ads Driving the Try-at-Home Experience

LensKart’s solution? Combine their innovation with targeted digital advertising. Instead of just showcasing generic ads to all users, they decided to take a more personalized approach, aimed directly at getting customers to try before they buy. Here’s how they achieved that:

  1. Audience Segmentation and Personalization
    LensKart didn’t throw out a blanket ad campaign. Instead, they focused on segments of customers who had shown interest in eyewear but hadn’t made a purchase. Using data insights, they targeted these potential buyers with highly personalized ads showcasing their Try-at-Home program—offering free delivery of multiple frames to try on at home. The key here was relevance—each ad was carefully crafted to address the hesitation customers faced.

  2. Clear and Seamless User Journey
    When customers clicked on the ad, they were directed to a landing page where they could choose up to five frames to be delivered to their home, completely free of charge. The process was made as easy as possible. No complex forms, no extra steps—just a simple, straightforward experience that removed any doubts about the product fit.

  3. Retargeting with Precision
    Not everyone buys on the first visit. So, if someone visited the website but didn’t take action, LensKart would retarget those users with dynamic ads. These ads reminded customers of the frames they had viewed and encouraged them to take the next step by trying them on at home. The reminder ad effectively brought users back into the funnel.

  4. Trust-Building Through Social Proof
    LensKart also used customer reviews in their ads, which added a layer of social proof. Showing real feedback from happy customers, and how easy it was to use the Try-at-Home service, helped build trust. It was all about making customers feel like they weren’t alone in the process and reassuring them that others had gone through the same journey with great results.

Findings: What LensKart Discovered About Its Customers

By continuously testing and tweaking their strategy, LensKart uncovered several key insights that shaped how they optimized the customer experience:

  • Mobile Experience Matters: For mobile users, moving the "Add to Cart" button higher on the page increased conversions by 4%. This change was particularly helpful for users with slower network speeds who were prone to abandoning their carts.

  • Too Many Recommendations Can Overwhelm: Initially, showing many product recommendations caused confusion. After testing with a leaner, personalized selection, they saw a 3% increase in conversions.

  • Customer Reviews Should Be Front and Center: Positioning customer reviews above the fold boosted conversions by 2.5%, especially among first-time users. Reviews created a sense of trust and gave customers confidence in their purchase.

  • Simplified Checkout Flow: By reducing the number of steps in the checkout process, LensKart saw a 5-7% improvement in conversion rates. Fewer form fields and clearer navigation made the process smoother for users.

  • Localized Design Works: What worked for users in one region didn’t always translate well to others. For example, users in Southeast Asia responded better to simplified product information and smaller image sizes. Regional differences required tailored experiences to meet local preferences.

Results: How LensKart Achieved Funnel Success

The results of their targeted ad campaigns and Try-at-Home integration were significant:

  • Conversion Rates: A 2% improvement in conversion rates came from streamlining the mobile design, which resulted in millions of dollars in additional sales.

  • Reduced Bounce Rates: A 4% drop in bounce rates led to more engaged users, which indirectly increased average order value.

  • Increased Sales: The A/B tests and targeted campaigns led to a noticeable uptick in completed transactions, as more customers were willing to commit to the purchase after trying the product at home.

  • Customer Loyalty: The Try-at-Home service not only increased conversions but also enhanced customer loyalty. The convenience and ease of the service led to repeat customers and a higher lifetime value per customer.

Lessons & Best Practices for Businesses

LensKart’s digital ad strategy offers key lessons for businesses looking to improve their own sales funnels:

  1. Segment and Personalize: Don’t just push ads to everyone. Personalize your approach to cater to specific user behaviors and interests.

  2. Simplify the Customer Journey: Make the process as easy and frictionless as possible. Fewer steps lead to higher conversions.

  3. Leverage Social Proof: Customer reviews and testimonials can significantly boost trust and help overcome buyer hesitation.

  4. Optimize for Mobile: Mobile users represent a significant portion of online shoppers. Ensure your design is mobile-friendly and quick to load.

  5. Test and Iterate: A/B test frequently and keep refining your strategies based on real user feedback.

Conclusion

LensKart’s success with targeted digital ads and the Try-at-Home program demonstrates how personalized marketing can lead to significant improvements in conversion rates and customer satisfaction. The key takeaway? Understanding your customers and using data-driven insights to create a tailored experience can turn hesitant browsers into loyal buyers.

For businesses looking to enhance their e-commerce strategy, this case study shows the power of leveraging personalized advertising and making the shopping experience more intuitive, less risky, and customer-friendly. By thinking about the user’s needs and overcoming online shopping hesitations, you can boost sales and build stronger customer relationships.

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