When Northwest Eye Design started to transform their website, they would not compromise: the patient: the patient Care.
The company headquartered in Washington mainly produces fake eyes, but they also sell related products online, such as eye masks, lubricants and other accessories. They have taken patient care as the basis of their business, so it is important to convey this on their website. However, although it makes sense to put patients in a practical center in real life, how do you turn it into a virtual experience?
We sat down with NorthWest Eye Design’s Administrative Committee Emily Spiker.
Q: When you meet new friends and tell them what you are born, it must be very interesting. How do you explain it in the simplest term?
When people ask me where I work and do, this is always an interesting conversation. People have many problems. This is not a common field. Before I started working here, I didn’t know the fake eyes. I let people know that we create false eyes for patients who have lost our eyes.
Q: What is the most common question people ask?
The first question is, \”How can people lose one eye?\” They may have trauma or disease, or it may be related to cancer. Some babies have a disease called small eye when they are born, and they have a small eye. It may be a series of different things.
Q: The core value of the company is patient care.
Can you talk about what it means? We have gone through the lost journey with patients. We really came together to support them and their family, because they felt sad and figured out what was going on.
Create customized eye prosthesis is as important as caring humans. We can make a fake eye, and people will be happy and continue. But we really care about the whole person, and we really invest in their happiness.
Q: How can you redesign your website to bring the patient to the center of experience?
There are some amazing things about the website here. Each photo includes one of our patients, and each photo is taken by
by
one of our patients. We want a lot of photos to convey the artistic nature of our ophthalmologists.
But this is not just about images. From the perspective of UX (user experience), we draw everything by imagining the appearance and feeling of the new patient experience. Is the information easy to find? Is it easy to connect? We make sure it is completely accessible, so each of our patients can easily use the website.
q.
Online shop
Is your main focus at the beginning? I joined the team in 2016, mainly to help build an online store. There is almost no maintenance. I was busy updating the price and pictures, and did this on the basis of part -time jobs. Soon, this role was transferred to the administrative association adjustment.
Q: What are you selling?
This store was launched in 2007, because the owner hopes that patients are easier to get the various products they need. We sell fake eye products and other products, products specially used for eye care: allergies to relieve titers, artificial tear products, eyelid care products, etc. If the patient has any eye problems, they can directly access the website to get anything they need.
Q: When you are completely redesigned, you finally transfer the website to WordPress Is it on?
We migrated from Volusion to WordPress and redesigned the website for multiple reasons. From a user perspective, it is outdated and quite bulky. We finally changed the name and renamed.
Q: How did you eventually choose WordPress and Woocommerce?
Retail stores are our real driving force. We checked other options and finally found that using Shopify and all other platforms. If you get something here, then you lose something there.
No other single platform can provide everything. This makes migration to woRDPress and Woocommerce are easy.
For people like me who have never established a website and do not know how to encode it, Woocommerce is plug -in. I can add the product to the store, and we don’t have to rely on designers to come in to create anything for us. From a cost perspective, this is a victory.
In addition, even if it does not have the box for opening the box we need, we can easily customize And extension. Q: What are some of the top plugs you use?
We shipped goods around the world, and international shipping faced challenges. Shipstation simplifies the process and automatically fills in customs information. We did not run our legs to transport the goods out. Just click and print, you can start using it. It also allows us to add brands to the packing order and transport label, which is important for us because we have just invested in a brand new brand.
Q: You use JILT for email marketing.
Is that right?
We use JILT from moving customer emails. There are many ways to communicate with this platform, such as current affairs communications, sales announcements, subsequent emails and abandoned shopping cart emails. It is worth creating these different tools. From a cost perspective, it pays for itself.
Q: What else do you do to market your website? JILT is actually relatively new for us. Earlier this year, we began to cooperate with a digital marketing company to improve our marketing work, and they immediately found emails.
In order to attract new customers, they began to write content for our blog and run Google ADS. We also implemented Adroll for re -marketing advertisements, which increased the first customer’s conversion rate and retorters. Our sales have been slightly decreased for a long time. Recently, we have seen 60% or more monthly.
Q: Which other plug -in do you find is valuable?
Akismet Anti-SPAM, so that we do not need to remove junk comments on products and blog articles.
Woocommerce Tax simplifiedTax computing and tax rate. Tidio increases the conversion rate and helps us provide excellent customer service through real -time chat.
Woocommerce subscription allows customers to get the products they often use regularly. Subsulation is much more popular than we expect -we are really impressive.
Question: Before we ended, have any stories really prominent in these years?
We have a boy, he has false eyes since he was a child. He is now five or six years old. When his family came in, we all hugged each other. But the best thing is that every time he came in, he wore different clothing -Harry Potter, Peter Pan and so on. Recently, he came to buy a new prosthesis because he had grown up. Part of the process is to make silicone molds in the socket. This is a feeling of discomfort and strange, and children may be difficult to bear. This time, he dressed as Indiana Jones, so we put spiders on the ceiling and played music in the soundtrack to disperse his attention to what was happening. He went all out.
