It’s time to ditch the e… Eye care e-commerce has a long life expectancy
YesYOU’VE PROBABLY BEEN TOLD TO MEET YOUR PATIENTS WHERE THEY ARE. Well guess where it is? In line. Often extremely online.
Even before the COVID-19 pandemic, online shopping was on the rise. The inability to shop in person has only accelerated these habits at home. Are you well set up for e-commerce? If you assume that eye care practices don’t need to sell products online, you’re missing out. E-commerce for eye care is alive and well – and it has a long lifespan! Read on to find out why you should optimize your optometry practice for online sales.
Compete on convenience: The overwhelming majority of people turn to Google to research products before making purchases. In fact, 85% of shoppers use the search engine to find the products they want to buy.
If you don’t have an e-commerce option, your products won’t show up in search results. Searches for glasses, as well as eye care products and services, have increased during the pandemic. Your competitors are investing heavily in e-commerce. Be sure to show up next – or hopefully above! – them in search engine rankings.
Imagine this: Your patient is home and discovers that she will soon run out of CL. It’s way after hours, so she can’t call you. Instead, she uses her smartphone to visit your website, but can’t find an option to buy more lenses. So she uses Google to search for her brand of contacts. Your competitors’ websites appear. Many offer online shopping, so she places a quick order. This sale could have been yours.
E-commerce creates loyalty: what does our client CL do next? When those lenses arrive at her doorstep, she’ll get another reminder of how easy it was to shop at your competitor. Will she continue to take her exams in your office? It is not your information about the return address of his package. Providing patients with online shopping options helps build loyalty to your practice.
These days, people are bombarded with advertisements from third-party suppliers of eyewear and eye care products. When your patients see these ads, you’ll want them to come to your website to buy.
Expand your reach: If new patients only find your practice when they need an eye exam, you may be missing out. Having an e-commerce platform can help buyers discover your practice.
A pair of sunglasses or contact lens solution might be all they need right now, but a proper e-commerce platform can help you collect customer information. This way, you can keep in touch with the buyer and convert him into a patient.
It’s just business: In an uncertain world, knowing that patients will be able to buy from you, come what may, can give you peace of mind. The pandemic reiterated what we already knew: adaptation is key to successful business.
If you don’t yet have plans in place to protect your practice from unforeseen circumstances, it’s time to get into e-commerce. This is no longer a new idea. It’s time to drop the “e”. It’s just trade.