Case Study

Case Study: Why CRO & Personalisation is pivotal

Personalisation is a pivotal customer experience strategy for Specsavers
  • 36 million customers,
  • 2000 Nationwide stores
  • 3 million online visits per week

Founded in 1984, Specsavers is a company synonymous with unrivalled customer experiences. With 2,000+ physical stores across the globe, the company has grown because of a focus on understanding the customer and delivering products, services, and experiences that create lifetime loyalty.

Specsavers wanted explicit insight into why visitors weren’t booking certain appointments on site. In order to do this, they deployed 3 Visitor Pulse Lite surveys for optics and audiology customers to understand why they weren’t booking. For optics the question was, ‘We noticed you did not book an eye test with us today, why was that?’, with 4 options a visitor could choose from.


  • 12 explicit segments were created
  • Insights informed board level decisions

Highlighting reviews for PDP social proof

By showcasing reviews of products on the product detail pages, Specsavers built confidence and consequently increased their KPI’s - adding products to favorites, virtual try on’s and booked appointments.


  • 33% uplift in adds to favorites
  • 46% uplift in virtual try ons

 Let's help you look' abandonment layer

In order to prevent visitors abandoning without having booked an appointment, Specsavers deployed a sidebar abandonment layer encouraging visitors to book an appointment, or offering a search bar to help the user look and remain on site.

The experience reduced bounce rates, increased engagement and allowed the team to monitor what users were searching. This informed where there were content gaps were and indicated how they could improve the user journey.


  • 3% uplift in engagement
  • Reduction in bounce rates

Geo-targeted store drivers for new visitors

When a new visitor to Specsavers lands on site, an experience is deployed with the location of their nearest store and message for them to ‘Book appointment’


  • 28% uplift in appointments booked