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

  • ClientOptegra
  • scopeUX/UI Design \ Development
Increase conversions
Growth in new users

Enabling the world to see clearer

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 Pull’s help, we put the user at the forefront of what they do, and now they’re transforming more lives than ever before.

Pull 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. A year on from launch, their new sites are delivering twice as many conversions, with a 25% increase in search traffic and 32% growth in new users!

Close-up of female eye with logo
Smiling staff member
surgeon using device to look in to patient's eye

The Challenge

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 their 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. And they had to go live within four months!

Opegra site shown on laptop

Brand identity & Fully responsive design

Optegra are 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.

We began by designing three wireframes in parallel – reflecting the reality that while a user might first encounter Optegra on mobile, they could continue their research on a tablet, before finally booking a consultation on their computer.

Pull staff member at desk checking Optegra site
Child swimming in the sea, Polish writing
Optegra site shown on phone and tablet devices

Making it personal

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.

User research session
A/B testing using Unbounce

Continuous testing

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 their key landing pages and messaging.

Conversion rate graph
Optegra web site on laptop
Booking form shown on a mobile

“We see them more as an extension of our team than an agency.”

“Pull initially developed websites for a new global rollout. Since this time, they have helped us with all manner of development, digital design and user experience and ongoing conversion rate optimisation. They are proactive, always pushing us to try new things and challenge themselves and us regularly to maximise the impact of the work we do. Service and responsibility is excellent too.”
Tukshad Engineer, Head of Digital
Surgeon page, showing expertise
Resource management graph

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Drop us a line to see if we can help release the hidden potential in your business.