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.


Commerce Strategy + Management
Analytics & Conversion Audit
AB & Heatmap Testing
UX/UI Design
Analytics KPI + Benchmarking


Fashion & Accessories


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Success is a journey, not a destination. After more than 100 years, MOSCOT has built a cult following because the brand is never content to rest on its laurels. After migrating to Shopify Plus in 2018, their team engaged Noticed to test and optimize, focusing on conversion rate optimization to grow exponentially faster. 

Project Goals

“If it ain’t broke, don’t fix it”? We wouldn’t know anything about that. 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.


YOY Sales Increase


Click-Through Rate Increase

Technology Platforms

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A simple change increased CTR by a whopping 61%, proving that in eCommerce, no detail is insignificant.

Conversion Rate Optimization

Inspiring Action

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. In the end, this simple change increased Moscot's CTR by 61%, proving that in eCommerce, no detail is insignificant.  

Conversion Rate Optimization

Keep It Simple, Sellers

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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