Fashion & Apparel

Moscot

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.

2.5%
Decrease In PDP Abandonment Rate
Opportunity & Goals
After migrating to Shopify Plus in 2018, their team engaged Noticed 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, Noticed 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.
Streamlined Checkout
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.

A simple change on Moscot’s product display page increased CTR by 61%, proving that in eCommerce, no detail is insignificant.

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