MOSCOT is a New York City institution renowned worldwide for its iconic eyewear. MOSCOT infuses a refined, downtown aesthetic with over 100 years of eyewear expertise and unparalleled craftsmanship to create its timeless eyewear. While now recognized as a global fashion brand, MOSCOT remains, at heart, a neighborhood optical shop.
%Decrease in PDP Abandonment Rate
Opportunity & Goals
After migrating to Shopify Plus in 2018, their team engaged UN/COMMON to test and optimize, focusing on conversion rate optimization to grow exponentially faster. With an eCommerce presence rivaling their well-established brick and mortar stores, UN/COMMON and Moscot teamed up to make a good thing even better. We tested, tested, and tested again to simplify Moscot's checkout experience and uncover high-converting calls-to-action, and continue to launch new experiments to increase sales.
Add to Cart Fix
Never underestimate the potential of a powerful call-to-action. We suspected that Moscot’s existing “Add to Cart” CTA was underperforming because it implied that customers would proceed immediately to checkout. In reality, there are 5 necessary product customization decisions to be made prior to completing a transaction. After confirming this was the point where most customers were dropping off, we tested various purchase CTAs simultaneously. The winning variant - “Choose Lenses” - won by a landslide.
Everybody loves options, but how do you strike a balance between customization and customer drop-off? Before adding a pair of glasses to their cart, a Moscot customer has 5 decisions to make - selecting a color, size, and 3 lens variables. The process felt cumbersome to customers, but removing any of the variants was a clear no-go. Instead, we reorganized and streamlined Moscot’s checkout process, creating a smoother and more direct experience without sacrificing the necessary variants.
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