How to increase conversion like this eye care brand - MTHK

20% of my time at the moment is dedicated to looking at what B-corp businesses are doing. It’s frankly one of the most fascinating developments and one optical brand has particularly caught my eye is MTHK…

Their mission is to help and care for eyes - everywhere. Buuut the biggest question on my mind is…

How has MTHK managed to make something as mundane as eye drops ✨aesthetically appealing✨? And more intriguingly, how have they woven conversion tactics into their mission to maximise their impact?

Let’s dive deep into how they do it:

1. Nurturing human relationships

The moment a visitor lands on your site, the goal should be to cultivate a relationship with them. Hard-selling from the get-go is a bit like asking someone to share their traumas with you or be your best friend at the first meeting. It's simply too much, too soon.

This is where MTHK shines. Their copy resonates with authenticity and humanity. And let's talk about pop-ups – the universal internet nuisance. MTHK acknowledges this shared annoyance, yet they've managed to create pop-ups that are...dare I say, acceptable? Take a look:

2. Straight to the Point Messaging

We all appreciate honesty and clarity, and MTHK delivers just that. No beating around the bush. The moment you land on their page, you know who they are, what they offer, and what sets them apart. They've got products developed by leading eye surgeons and scientists, based on proven science and clinical studies. Now, who wouldn't want their products backed by such credentials? This clear communication builds trust, making potential customers more likely to convert. See for yourself:

I also love that they made the hero image behind the copy blurry upon scroll. For anyone who’s had sore or dry eyes, you’ll relate.

3. Symptom Solver

Ever walked into a store and wished for a sign pointing you directly to what you need? MTHK has virtually nailed this concept. They present a list of common eye symptoms and conveniently link them to relevant products or guides. It's like having a personal assistant guiding you through the shopping process, making it as seamless as possible. And when the process is easy, guess what? You're more likely to hit that 'buy' button.

When you switch the symptom, the suggested products on the right change.

4. Showcasing and Reviewing

Show and tell isn't just for primary school. MTHK isn't shy about showcasing their products - pricing, subscription options, and even an 'add to cart' option are boldly displayed on the homepage. But they don't stop there. They also present product reviews for all to see. This isn't just boasting; it's smart. It's social proof that builds customer trust and shows that they stand by their products. And more trust leads to more conversions.

5. Click Me, I'm a CTA

Call-to-action buttons are the signposts on the road to conversions. MTHK places clear CTAs like "Add," "Read," and "SUBSCRIBE & SAVE" throughout their site, guiding users to their conversion goals. It's like a gentle hand on the back, nudging customers along the conversion path.

6. Free Knowledge, Anyone?

MTHK doesn't just sell products; they offer free, high-quality content like eye health guides and eye tests. This positions them as a caring authority in the field. It's like visiting a friend who doesn't just offer you a cup of tea, but also imparts some wisdom. It makes you want to come back. And the more you come back, the more likely you are to convert.

7. Making the World a Better Place

Last but not least, MTHK isn't just about business; they're about making a difference. They highlight their partnerships and charitable acts like donating an eye test with every purchase and planting a tree with every purchase. It's not just about looking good; it's about doing good. This appeals to the heart, boosting brand loyalty and, you guessed it, conversions.

So, there you have it. MTHK has crafted a masterful blend of aesthetics, user experience, and conversion tactics all while nurturing relationships and making a positive impact. They've shown that it's not just about selling a product, but about creating a connection, providing value, and making a difference. It's a lesson all businesses can learn from.