Framesbuy — eCommerce Case Study

The Challenge

A 20-minute checkout that was costing customers and conversions.

Framesbuy sells prescription eyewear online — a product category where customers need to enter complex lens prescriptions, choose frame sizes, pick coatings and calculate delivery to four countries. Their existing checkout took, on average, 20 minutes for a customer to complete. Many didn't.

The fundamental challenge wasn't design — it was information architecture. The prescription flow needed to be rebuilt from the ground up to guide customers through complex choices without overwhelming them. And once the checkout was fixed, the platform needed to grow — reaching buyers in New Zealand, the UK and the United States at the same time.

✕ 20-minute checkout abandonment rate was unsustainableA long, confusing multi-step flow left most customers behind before they reached payment — conversion was critically low.
✕ Prescription entry confused non-technical customersMedical terminology presented without explanation caused errors, returns and customer service overload.
✕ No clear path for international buyersPricing, shipping and currency were not localised — international customers faced a confusing, AU-centric experience.
✕ SEO almost non-existent despite a broad product catalogueThousands of frames across hundreds of brands — none of it indexed in a way that attracted organic traffic.

Approach

Simplify every decision. Rank every relevant search. Grow every market.

Three interlocking strategies — UX, SEO, and growth — each feeding the others. Better UX improved conversion. Better SEO drove more traffic into that improved funnel. Better growth mechanics kept those customers coming back.

Progressive disclosure

Customers see only what they need, when they need it. Lens options appear after frames are chosen. Prescription fields are explained inline. The flow never feels long — even though it covers a lot of ground.

SEO at scale

A structured content and technical SEO strategy built category pages, brand pages and buying guides that now rank across 4,000+ keywords in four markets simultaneously.

Growth engine

Cart abandonment flows, dynamic pricing, drip campaigns and responsive email sequences turned browsers into buyers — and buyers into repeat customers across four markets.

Results

From a broken checkout to a four-market growth engine.

The platform launched with the new checkout experience and immediately showed improvement in completion rates. The SEO work compounded month after month — now ranking across 4,000+ keywords in Australia, New Zealand, the UK and the United States. The partnership continued for over two years, with ongoing optimisation, new feature delivery and growth campaigns.

4 min

Average checkout time

Down from 20 minutes — a 5x improvement in completion speed that directly lifted conversion rate

4,000+

Keywords ranked

Organic search coverage across AU, NZ, UK and US markets — category pages, brand pages and buying guides

4 Markets

Selling internationally

Localised experience for each market from day one — currency, shipping and content adapted per region

2+ yrs

Ongoing partnership

Continuous growth, optimisation and new feature delivery — the engagement expanded well beyond the initial build

Buying prescription glasses online — finally enjoyable.

A 20-minute checkout that was costing customers and conversions.

Usability sessions with customers who'd never bought glasses online.

Simplify every decision. Rank every relevant search. Grow every market.

Progressive disclosure

SEO at scale

Growth engine

4,000+ products. Found.

From a broken checkout to a four-market growth engine.

Got a checkout that's losing you customers?

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