The cart abandonment study
Using Contentsquare, Zenni’s digital teams noticed that approximately 80% of visitors to the Zenni Optical website dropped out of the purchase process during the checkout experience. Director of Research, Justine Issavi, hypothesized that the requirement to create an account caused frustration for users, and that developing a guest checkout feature would solve Zenni’s cart abandonment problem.
The Research, Design, and Marketing teams sought to confirm this hypothesis and understand why customers who intended to make a purchase were abandoning their carts. They conducted in-depth interviews with test participants to gather insights and triangulated their findings with the quantitative data from Contentsquare. Zenni validated the assumption that the absence of a guest checkout feature caused problems for them. They then developed the guest checkout function so customers could easily navigate the process to buy the eyewear they needed.
Since Zenni published their new guest checkout feature, they’ve seen a 7.25% increase in the conversion rate for customer checkouts and a 22.9% decrease in exit rates at that final purchasing step. Further design optimizations post-release have led to a 900% rise in sales from guest checkouts. Overall, these changes generated an approximately 2x increase in actualized revenue compared to the company's projections.
According to Justine, “Contentsquare tells us what is happening and where, and with UserTesting, we're able to dive into the why and get that nuance.”
Zenni Gaming
Zenni intends to establish and solidify their position as the official eyewear of gaming. To become an integral part of the gaming experience and lifestyle, they sought to create a sub brand specifically for gamers. The company’s leadership realized the importance of getting the unique identity of this subrand correct, since it would need to differ from Zenni’s main brand and specifically target the gaming audience.
The Research, Design, and Marketing teams worked with UserTesting to test color palettes, imagery, and product names. Executives and creative teams were stuck in a stalemate regarding the name of Zenni Gaming’s main line of tinted frames. Zenni launched a first of its kind product--with an ultra blue light protection lens--under Zenni Gaming. The teams but the put the decision for a product name to more than 200 test participants.
UserTesting’s test participants overwhelmingly selected the name Blokz + Tints. In less than eight hours, from request to decision, they had resolved the stalemate. Zenni also determined which Blokz + Tints options their main two user segments preferred, and they made a major breakthrough early in the brand’s development when they learned that most gamers prefer clear tints to colored tints. Across this project, Zenni’s teams reduced their time to launch by 80%.
The EyeQLenz series
The EyeQLenz is Zenni’s new, patented next-gen product that protects against short-wave infrared, UV, and blue light. Justine Issavi says, “This was a new product on the market and we knew we needed to educate the consumer in order to create demand. We had a phased launch approach where we evaluated, iterated and optimized with each phase to ensure we had clear messaging and education, and that we optimized the user experience.”
Insights from UserTesting participants provided strategic direction for the messaging, education, and the UX of this new product launch. The initial launch went better than Zenni’s executives could have imagined. And across the past quarter—the second quarter in which the company has sold the EyeQLenz products—Zenni has seen a 39.6% increase in the number of pairs sold and a 66.5% increase in revenue. EyeQLenz sales now represent approximately 15% of Zenni’s total revenue.
Working with UserTesting to obtain nearly-instant survey responses even helped Zenni reduce their spend with a large online survey vendor. Justine says, “One of the main value props and most valuable to us is the speed with which we can leverage UserTesting, especially the survey function. And that is a big differentiator for us. It takes that time to results and time to insights from two weeks, and can reduce it to something as little as 12 hours.”
The Zenni Mobile app
Zenni Optical’s app had a 2.6 score on the App Store. Zenni’s Research, Design, and Marketing leads worked with UserTesting to evaluate the app before relaunching it from scratch. Today, the new Zenni Optical app has a 4.9 rating, and 88% increase from its previous score. Zenni’s app also received the designation as one of the top 100 fastest-growing apps in the App Store’s shopping category.
