Overview
MH Eye Care, family owned and operated, is dedicated to supplying eye care professionals and practices nationwide the medical supplies and services needed to guarantee patient care and ease of day to day operations. An established distributor since 1993, the company has expanded its product offering to include customized cataract and LASIK kits, dry eye supplies, surgical and post-surgical components, and surgical instruments. MH Eye Care is dedicated to providing high quality and customized products, efficient delivery, and exceptional customer service.
Challenge
Since MH Eye Care’s inception, customers primarily place orders via telephone. However, in 2016, Genny realized that growth was becoming stagnant and that the current website was stylistically dated and continuously breaking which prevented customers from placing online orders; the website also failed to capture new customers through organic searches. Genny presented her recommendation for a new website to the company’s owner and CFO. She highlighted company and industry trends as well as restrictions of the current website; Genny believed that with more consumers turning to web ordering, updating MH Eye Care’s website presented growth opportunities. After receiving project approval, Genny’s responsibilities included:
- Identifying an e-commerce platform
- Enlisting a website developer to help build the site
- Facilitating and managing the building of the site
- Proofing and testing the site
- Marketing the site to current customers and prospects
Solution
Genny spent several months identifying, researching, and interviewing e-commerce platforms. Based on the information gathered, Genny chose BigCommerce as the best B2B, e-commerce solution to meet MH Eye Care’s needs. After interviewing several web design companies, Genny selected a freelancer to create the site. Over about a 2-3 month time span, Genny and the freelancer designed and built the e-commerce site. Simultaneously, because MH Eye Care’s business focuses on product customization, Genny had to identify customers with customized orders and create a specialized solution for their web experience. Building the new website also prompted Genny and the CFO to solidify the company’s pricing structure and streamline its order processing and shipping flow. Prior to completion, Genny led a thorough testing phase where she selected and requested specific customers to review the site and provide feedback.
Impact
Finally, after the proofing phase, Genny executed the marketing plan she created which introduced the site to both customers and prospects. The marketing plan included:
- Converting current customers who used the old website to the new website. Genny did this by creating those customers accounts on the new website and providing them their new log in information.
- Getting previously non-website customers (current customers who order via phone) to place orders on the new website. This was done by providing promotions and incentives for placing online orders.
- Attracting and converting prospects into website customers. Genny did this by implementing a strong and comprehensive SEO strategy.
Genny also executed all 3 objectives above successfully by creating mailers and e-blasts and by making outbound phone calls to customers.
Genny Goergen 