Ta-To Contacts Co.

Platform

Shopify Plus

SERVICES

Creative, Customer Journey Mapping, Data Driven UX & UI, Digital Transformation, Search, SEO Migration, Strategy, Systems Architecture, Technical Optimisation

Thailand’s largest online contact lens retailer, TA-TO.com, was founded in 2001 with a clear goal: provide name-brand contact lenses at discount prices with FREE delivery to customers across Thailand. Since then, they have delivered over 3,000,000 boxes of contacts and repeatedly saved their loyal customers precious time and money. Carrying the world’s most respected brands sourced directly from the manufacturers, customers can trust that what they're buying is safe and authentic.

TA-TO.com initially engaged Overdose. Asia for a discovery and design project focussing on supporting its transition from a custom tech stack to Shopify Plus. Despite the unique nature of TA-TO.com's contact lens range and its high subscription rates, together we embraced the challenge. The Overdose. Asia team successfully delivered the new TA-TO.com website.

Since the new site launched in May 2023, online sales as a % of revenue went from 47.6% to 87%, vastly transforming what was once a phone-order business to online sales domination. Furthermore, Google Shopping Reviews improved, with 90% of reviews rating the business at 5 stars, demonstrating the impact of the new site on customer’s shopping experience with TA-TO.com.

Integrations

TA-TO.com has achieved remarkable results with Gorgias, boasting an impressive 4.8 out of 5 customer satisfaction rating. This achievement is attributed to their swift ticket resolution time of under 3 hours, placing them in the top 10% of Gorgias users. Notably, TA-TO.com's first response time of 3 minutes far surpasses the average of 1 hour for the top 10% of businesses on Gorgias. By prioritising quick responses and efficient issue resolution, TA-TO.com has effectively utilised tools like Gorgias to enhance customer lifetime value, foster loyalty and cultivate a community of dedicated fans, not just users.

Challenges

CHALLENGE #001

ERP Integration and Product Data Structure

Contact lens products have numerous attributes, such as Power, Base Curve, Diameter, Cylinder, Axis, and Colour. This complexity may result in hundreds or thousands of variant permutations for a single product. It was crucial to present these attributes accurately on the front end for customers and ensure they were reflected correctly in the order data fed to the ERP for precise inventory management and fulfilment.

SOLUTION

We utilised product custom fields to extend Shopify's variant limit, which was 100 at the time. Additionally, we designed a user-friendly interface on the product page, allowing customers to add contact lenses with different attributes for the left and right eyes in the same instance. This approach ensured a seamless customer experience and accurate data integration with the ERP system.

CHALLENGE #002

Improving Crawling Efficiency and Cleaning Up Redundant Auto-Generated URLs

TA-TO.com's outdated website structure led to bloat of crawlable URLs and multiple spider traps, complicating the site for search engines and causing inefficient crawling.

SOLUTION

By migrating to Shopify, we streamlined the website structure and simplified URLs, ensuring a search engine-friendly crawling experience. Additionally, we implemented a comprehensive set of URL redirect rules to retain SEO value.

CHALLENGE #003

Expanding Categories to Match Users' Interests

The limited number of product categories on TA-TO.com's website hindered user experience and SEO potential, making it difficult for users to find products efficiently.

SOLUTION

We conducted thorough keyword research and a competitive gap analysis to propose a new mega menu featuring additional categories based on search volume and keyword grouping. This redesign significantly improved product discovery and website navigation.

CHALLENGE #004

Complex Promotion Mechanics

TA-TO.com's competitive pricing strategy requires presenting discounts after adding products to the cart. This included loyalty discounts and multiple discount combinations, such as simple or tiered order-level discounts (e.g., month-long or flash promotions), product-level discounts (e.g., applicable to specific categories or brands, including "Buy 3 Boxes, Pay for 2"), and gift-with-purchase offers. Managing these varied and stackable promotions posed a significant challenge.

SOLUTION

We streamlined TA-TO.com's promotion mechanics by combining Shopify Discount Scripts and Metafields. This approach enabled TA-TO.com to craft flexible promotions, determine discount stacking eligibility, and set discount priorities. The resulting template allowed TA-TO.com to adapt and manage promotions readily.

"Our agency search lasted four months, during which time we interviewed and entered late-stage proposals with top agencies in Vietnam, Hong Kong, and Singapore. Furthermore, our path to Shopify Plus wasn't linear; we heavily considered alternatives such as Elastic Path (headless) and BigCommerce. We chose Overdose. because they packaged a vision for our e-commerce, not simply the required re-platforming. They built a comprehensive, multi-stage implementation tailored to our needs, including marketing automation, analytics, SEO, and power tools to propel customer acquisition and retention.

What impressed me most about Overdose was the people. They're genuine, honest, and care about your success. They match your energy and passion for the build. Shared ownership fuels collaboration, idea vetting, and a commitment to delivering the final build on time and within budget. Their management team is elite, and they freely share their input and knowledge. Overdose. is an experience and an education, and I recommend their services for ambitious businesses of all sizes looking to build, grow, and dominate their e-commerce market."

Russell Davis
Director of Marketing And Business Development
Ta-To Contacts Co.

Results

Increased eCommerce Revenue

+103%

Increased Total Revenue

+18.75%

Decreased Cost of Acquisition (Facebook)

-63%

Decreased Overhead Spends

-18%

URL Index Coverage

98.6%

UX/UI

Overdose. had a unique opportunity to elevate TA-TO.com’s brand experience, transforming it into a benchmark for e-commerce excellence in Thailand’s contact lens industry. Our primary challenge was integrating a sophisticated, user-centric design that seamlessly merges aesthetic appeal with functional efficiency. By leveraging modern design principles, we created an intuitive and engaging interface that enhances product discovery and simplifies the purchasing process.

Sophisticated, User-Centric Design:

We implemented a clean, organised layout with a minimalistic design, making it easy for users to navigate different sections. TA-TO.com’s diverse categories are well-organised with clear labels for various types of contact lenses, including daily, bi-weekly, monthly, coloured, and speciality lenses.

Intuitive Navigation:

The main navigation menu is designed to be intuitive, allowing users to quickly find products by brand or lens type. Quick links to popular categories and best-sellers are prominently featured on the homepage. Overdose. collaborated closely with TA-TO.com, leveraging data to optimise the product discovery journey on the homepage.

Comprehensive Product Pages:

The product page was one of the most significant challenges due to the multiple variant combinations for each SKU. Each product page provides comprehensive details about the lenses, including descriptions, specifications, and user reviews, helping customers make informed purchasing decisions. The customer-centric purchasing journey guides users through various lens selection combinations and encourages membership, offering benefits such as faster purchasing and better product offerings due to stored prescriptions.

Mobile Responsiveness:

A major leap in UI/UX is the site’s mobile responsiveness, ensuring a seamless experience across different devices. This is crucial for the Thai market, where nearly 80% of users prefer to shop on smartphones. User reviews and testimonials are prominently displayed, providing social proof and building trust with potential customers. Easily accessible customer support options, including chat and call buttons, ensure users can get assistance whenever needed.

Enhanced User Experience:

Overall, the UI/UX of TA-TO.com focuses on simplicity, ease of use, and providing a smooth shopping experience from browsing to purchasing. This comprehensive approach ensures a seamless, enjoyable experience that meets the needs of TA-TO.com’s diverse customer base.