TA-TO.com

+103% Increased eCommerce Revenue
+18.75% Increased Total Revenue
-63% Decreased Cost of Acquisition (Facebook)
-18% Decreased Overhead Spends
98.6% URL Index Coverage

The
Project

Platform

Digital Marketing

Services

UX/UI & CRO

Customer Journey Mapping

Data Driven UX & UI

SEO

SEO Migration

Technical Optimisation

Strategy

Digital Transformation

Systems Architecture (Strategy)

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.

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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.

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Challenges  
+ Solutions

Challenge 01

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.

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Challenge 02

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 03

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.

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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.

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Challenge 04

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.

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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.

Challenge 05

SOLUTION

Challenge 06

SOLUTION

CLIENT
LoVE

"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."

TaTo Contacts Co., Ltd