Simple wasn't so simple. We had to create a truly compelling interactive tool as well as deliver the multi-channel marketing that drove our targeted prospects to the site itself.
Indianapolis, IN (Vocus) December 30, 2008
New-fangled internet marketing agency Brandwidth, Inc. recently announced on-line traffic statistics for a new, interactive eyeglass creation tool and educational website for Transitions Lenses -- and the results "stick" in every sense of the word. The website -- http://www.eyeglassguide.com -- has averaged nearly 40,000 unique visitors per month since its debut in May of 2008, with an average "stay on site" time of nearly nine minutes per visitor.
"Our goal was simple -- get more potential customers to visit and use Transitions Lenses' on-line eyeglass creation tool and education guide," said George Evans, Creative Director for the Indianapolis-based interactive firm. "Simple wasn't so simple. We had to create a truly compelling interactive tool as well as deliver the multi-channel marketing that drove our targeted prospects to the site itself."
At the heart of the effort for Transitions Lenses -- the world's leading manufacturer of photochromic (changing tint) lenses -- is an interactive tool that allows a site user to literally design a pair of eyeglasses from the lenses up, based on a series of questions that help define a visitor's lifestyle, vision needs, daily activities -- even face shape and frame preferences.
Brandwidth designed and developed the interactive tool in close partnership with The Basement Design & Motion, a leading Indianapolis-based interactive animation development company responsible for the extensive 3D modeling needed to bring the tool to life, as well as the interactive production of eight animated product videos central to the education effort.
Said Brandwith's Evans, "The Basement -- particularly lead designer Brian Phillips -- is as much a part of this effort as we are. They're one of the few shops we know capable of bringing this vision to life."
Said Rose Wallace, Director of Marketing for Transitions Lenses, "Our effort with this next-generation website was to create a wholly unique dialog with today's lens wearer by creating an interactive online tool that lets eyeglass wearers spec lens and frame features that are important to them -- in effect turning eyeglasses into my glasses."
To date, over 60% of all website visitors have engaged the interactive tool -- and of that group, a staggering 80% completely used the on-line tool to generate a customized product recommendation and user-specific eyeglass knowledge.
"We created all the support materials needed across the scope of their marketing channel -- on-line marketing, presentations, in-store materials, national magazine inserts, program merchandising and collateral, you name it," added Evans. "We didn't just put their website on an interactive island somewhere. We made sure people could get there."
For more information about Brandwidth, please visit http://www.brandwidth.com . For more on The Basement Design & Motion, please visit http://www.thebasement.tv . To use the Transitions Lenses Eyeglass Guide 2.0 tool, please visit http://www.eyeglassguide.com .