Butterflies Eyecare

Butterflies Eyecare, a UK-based specialist in eye health products, recognised the need to modernise its ecommerce platform to enhance user experience and support business growth. The decision to migrate to Shopify aimed to streamline operations, improve customer engagement and drive revenue.

Challenge

By late 2023, Butterflies Eyecare faced several challenges with its aging ecommerce platform:

• Platform Limitations: Their legacy setup was custom-built, difficult to manage, and expensive to maintain. Simple changes required developer input, and the platform didn’t scale well with the business.
  
  
• Poor User Experience: Site navigation, product discovery, and checkout lacked modern UX standards. Customers had difficulty finding what they needed, particularly with category filtering and product variations.
  
  
• Operational Inefficiencies: Manual order processing and the lack of real-time inventory syncing with internal systems like SageLine50 created unnecessary workload and room for error.
  
  
• Marketing Constraints: Their email marketing setup lacked segmentation and automation, with limited ability to retarget or recover abandoned carts.
  
  
• Ambitious Growth Targets: The business had set bold goals :a 40% increase in revenue from the Butterflies Eyecare website within 6 months, a 30% improvement in conversion rate, and a 30% reduction in cart abandonment.
  
  

Solution

We partnered with Butterflies Eyecare to deliver a complete replatform and digital transformation focused on:

1. Ecommerce Platform Migration

• Migrated Butterflies Eyecare to Shopify for a scalable, stable, and easy-to-manage ecommerce foundation.
  
  
• Consolidated product data and customer accounts while ensuring SEO continuity via a structured URL and redirect plan.
  
  

2. Enhanced Website Experience

• Delivered a modern, responsive site with intuitive navigation, clear category signposting, and improved product filters—especially for complex SKUs like prescription-compatible products.
  
  
• Introduced features like loyalty rewards, back-in-stock notifications, and improved image selectors for product variants.
  
  

3. Operational Streamlining

• Integrated with One Stop Order Processing and SageLine50 for smooth backend operations, reducing manual admin time.
  
  
• Improved checkout flow and implemented real-time stock messaging to reduce friction and boost confidence at point of purchase.
  
  

4. Marketing Automation & Conversion Optimization

• Transitioned email marketing from Mailchimp to Klaviyo, unlocking segmentation, product-triggered automations, and cart recovery flows.
  
  
• Implemented abandoned cart campaigns, Facebook remarketing, and Google Shopping optimizations to drive conversions.

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