• Industry: Tourism & Wellness
  • Platform: Custom
  • Client since : 2004

The client and the challenge

Opto-Réseau is a vast network of optometrists and opticians that span the entire province of Quebec. In a hugely competitive market, with both brick-and-mortar and online services, Opto-Réseau turned to Axial to develop a more substantial online presence to attract, retain and convert customers to the company’s 85 independent clinics.

The Objectives

  1. Develop a new website that respected Opto-Réseau’s new brand
  2. Consolidate the microsites of Opto-Réseau’s 85 clinics
  3. Develop an online catalogue and integrate more than 3500 SKUs
  4. Create a stellar customer experience



The solution

Opto-Réseau’s website was developed based on the ROBO business model: research online, buy offline. While redesigning the website to align it with the company’s new brand, we also created a frame catalogue and separate pages to promote each clinic, where were apart from the CMS, so that they can be reused and easily updated regardless of the platform. A simplified booking request system was also created to drive qualified leads to geo-localized clinics.

Axial’s conversion rate optimization team consistently monitors and analyzes the website’s performance to maintain Opto-Réseau’s dominance on search engines and fine-tune the appointment process to drive more in-clinic visits.

The results

*Data compared between 2018 and 2020




increase in site visits *
Increase in appointment booked

What the project team had to say

Collaborating with Axial for the first time is a bit like finding out that unicorns exist. As a customer, everyone expects there to be cost overruns, delivery delays, or unfulfilled promises. We learned over the years that it was just part of the game. But the Axial team has a philosophy of radical transparency and close communication that eliminates surprises and disappointments as much as possible. It's very overused as a phrase, but it really feels like they want the best for their clients. Try them out and you’ll end up keeping them.
Amélie Trépanier - Responsable marketing numérique
Working with Opto-Réseau enabled us to design a website and user interface that will stand the test of time. Opto-Réseau must always be on trend to evolve as the market does. That is why we opted for an intuitive, simple and neutral interface. It's always fun to work with their team as we challenge each other to reach a common goal: that their website propels their success!
Simon Godbout - Designer

Key takeaways

  1. In a research online, buy offline approach, each online strategy had to drum up enough interest for visitors to book an appointment; these included innovative functionalities, appealing eyewear catalogue, and effective clinic detail pages.
  2. By completely revamping Opto-Réseau’s website, Axial developed new functionalities that are 100% agnostic of the client’s CMS, which means if Opto-Réseau changes CMS, it can still benefit from these features.

Work's extent

  • Analytics
  • User research
  • Competitor and market benchmarking
  • Conversion optimization strategy
  • Growth roadmap
  • Growth-driven design
  • Creative direction
  • User experience design
  • User interface design
  • Website development
  • Systems integration and automation
  • Quality assurance
  • Performance optimization
  • Custom development
  • Infrastructure and hosting
  • Email marketing
  • Conversion rate optimization
  • Search engine marketing and optimization
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