Lens manufacturer Essilor eyes online success with new training site for UK optometrists

High-end lens manufacturer Essilor has launched a new B2B website to support independent eye care professionals (ECPs) in the UK.

The new Essilor website offers information and training for eye care professionals.

The new website was developed in partnership with MMT Digital and features an improved UX, Salesforce integration and a new online academy to deliver the accredited annual training required by all UK optometrists. ECPs can now access and work through their own training programme, for which they are awarded Continuous Education and Training (CET) points.

Essilor aim for the website to become the primary source of lead generation for the business, with the refreshed product pages showcasing the range for maximum appeal.

Adam Healy, digital marketing manager at Essilor, said: "MMT Digital designed and developed a truly great website. The process of working together has been very transparent, innovative and educational. Today, the new Essilor website reflects our premium brand and ensures our customers and prospects can easily find what they’re looking for. Going forward, ecp.essilor.co.uk will provide a new channel for our customers to build individual relationships with Essilor.”

“An essential part of the project was to integrate web behaviour to Salesforce to assist us in developing a better understanding of our customer needs. Sales teams can now access Salesforce and identify important customer actions and marketing can use tools such as lead scoring.”

Nick Fahey, Project Manager at MMT Digital, said: “We delivered a minimum viable product (MVP) for Essilor that is already gathering real user feedback to test our assumptions. This is just the beginning of our collaboration and we will continue to monitor site performance to improve the website further in Q4 of this year.”

MMT Digital has offices in London and Rutland, working with clients including Vodafone, Network Rail and comparethemarket.com

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.