Visual Click, a renowned optical brand, was in a key growth phase driven by its international expansion and the evolution of its eCommerce channel.
The previous platform, custom-developed, had limitations in terms of scalability, market management, and user experience. These restrictions made it difficult to offer fluid navigation, a consistent experience across countries, and efficient operations as the business grew.
Furthermore, the increase in traffic and the complexity of the catalog demanded a more robust infrastructure, capable of supporting the channel's growth and adapting to the needs of an increasingly competitive digital environment.
Goal: Scale the CRM channel with advanced segmentation and personalization tailored to different markets.
The main challenge was to transform the shopping experience without compromising business operations or channel continuity during the technological transition.
It was necessary to correct key frictions in the user experience, especially on the PDP, where errors in images, product selectors, and navigation directly affected conversion. Added to this was the need to ensure a consistent and localized experience in different markets, resolving translation and content adaptation issues.
At the same time, the brand needed to lay the groundwork for scalable international expansion, with flexible management of currencies, prices, and markets, as well as an infrastructure capable of supporting a high-volume catalog.
The challenge was not only technical but strategic: to build a platform that would enable growth in new markets, improve channel performance, and offer an optimized user experience across all devices.
During the migration to Shopify Plus, the Webmefy team implemented a set of advanced functionalities to optimize store performance, improve conversion, and facilitate effective and scalable international expansion.
The migration involved the transfer of over 200,000 SKUs to the new platform. To ensure business continuity and efficient inventory management, an advanced integration with their ERP called Temática was developed. Additionally, a progressive launch strategy was defined for key markets, which allowed for the validation of functionalities, detection of potential errors, and ensured optimal performance in each phase. The store was implemented under the .com domain using Shopify Markets, which enabled centralized currency management for LATAM and other international markets.
From isolated eCommerce to connected system: integration, efficiency, and scalable growth
From a user experience perspective, critical errors were identified and corrected in the PDP. Product selectors, image quality, and the overall page structure were optimized, directly contributing to an improved conversion rate.
Additionally, automatic translation management was reinforced in strategic markets, ensuring consistent and localized communication in each language.
One of the site's most distinctive elements, the glasses configurator, was also optimized to offer a fluid and effective browsing experience on both desktop and mobile devices.
Results evolution after launch: latest quarter in figures
Un lanzamiento escalonado por mercados permitió validar la plataforma en entornos reales, optimizar el rendimiento y asegurar una expansión más controlada.
en ventas online.
en tasa de conversión.
en ticket medio.
en número de pedidos.
Se optó por un lanzamiento escalonado por mercado, empezando por Portugal, seguido por Italia y finalizando con la versión internacional en el dominio .com.
Visual Click modernizó su plataforma, elevó la experiencia de compra, optimizó su expansión global y consolidó un crecimiento basado en datos precisos y conversiones optimizadas.
A smart mini-cart was implemented with product recommendations, a clear display of the free shipping threshold, and direct access to checkout. This functionality improves the shopping experience by reducing friction, increasing the average cart value, and promoting quicker, more targeted purchase decisions, thereby directly contributing to an increase in conversion.
To optimize site performance and ensure data-driven decision-making, an advanced strategy focusing on technical SEO and digital analytics was executed.
From an organic positioning standpoint, structural improvements were implemented through efficient 301 redirect management, web performance optimization (including selective compression of static assets and removal of non-essential scripts), and restructuring of on-page SEO architecture (encompassing meta tags, strategic internal linking, and content hierarchy).
In parallel, a comprehensive audit of the measurement system was conducted, adjusting the implementation of critical events in Google Tag Manager and resolving inconsistencies in conversion tracking, with a particular focus on brand campaigns in Google Ads. Google Consent Mode was enabled to ensure regulatory compliance with applicable legal frameworks, and failures in the persistence of country parameters during the checkout process were resolved. This improved data integrity, attribution, and analytical capabilities for optimizing digital marketing investments.
To improve operational efficiency and facilitate conversion in the purchase process, two key integrations were carried out. First, flexible payment methods such as Klarna and Scalapay were incorporated, allowing users to split their payments. In addition, dynamic widgets were added to the product page that show available installments in real time, streamlining decision-making and improving the customer experience from the very first click.
Secondly, Sendcloud was implemented as a logistics solution to automate shipping label generation and apply smart rules in order management. This automation helped reduce operational times, minimize errors, and accelerate delivery times, thereby reinforcing overall business efficiency and post-purchase satisfaction.
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