An open source e-commerce framework built for large stores and applications.
SportRx is a leading online custom eyeglass store that specializes in prescription sunglasses and goggles. They have hundreds of different products on their website, and a very high number of daily visitors and purchases. They came to us in 2013 after having big issues with their existing agency during the launch of their Magento 1 platform. They specifically came to us looking for a local agency that could provide the expertise and dependability to help them scale their growing online store.
The challenges that SportRx has brought to us over the years have been varied, and rooted in their struggles and triumphs as they grew to become an industry leader. They have dealt with very rapid growth, both online and internally, and over the years have expanded their internal team to include all aspects of their business including both marketing and SEO. However, SportRx knew that to stay near the top of the pack, they would need to continue to heavily rely on their superior site technology and excellent user experience. They needed an agency that could keep up with the evolving needs of their rapidly expanding business, and significantly improve the technology, design, and user experience of their massive Magento store.
In the years that we have supported SportRx’s site, they have grown to dominate the prescription eyewear space and now provide branded prescription e-commerce stores for many leading eyewear brands. Since they have our team of experts to rely on, they have been able to swiftly make any iterative changes that they deemed necessary, a strategic advantage over in-house teams which often move much more slowly and are built in a less scalable manner. Sportrx has pulled all of their other external teams in-house, but continue to rely on Tragic due to our vast digital expertise and our strategically scalable services. We are responsible for management and upgrades to their full website and blog. We work with them in a very agile manner, and often iterate on existing pages and functionality, ensuring that their site remains fresh and on the cutting edge of technological advancements.
We did a complete site redesign in 2015, giving the store a total overhaul including a top-notch responsive experience. Due to our iterative approach to designing, we continue to evolve the store to ensure it stays modern and up to date with the latest trends and best practices.
A key stand-out feature of Sport Rx’s site, is the ability for a user to do advanced customization on their eyewear, entirely online. We worked closely with the SportRx team to develop a sophisticated product flow complete with feature blocking based on brand, prescription, and design preference. This gives users the power to quickly and easily build the exact glasses, sunglasses, or goggles, that they then complete with the prescription they need.
We integrated with their existing custom warehouse software and connected it directly to their Magento site, so orders and available product inventory are seamlessly updated between the two sites without any delay or manual effort.
We created a custom Magento checkout extension, to optimize the responsive experience and help solve SportRx’s recurring issue with buyer drop off during checkout. We were able to create a polished experience across all devices that significantly reduced buyer drop off. We also developed a custom PayPal integration, which added to increased sales.
Over the years we have developed more than 30 custom Magento extensions for SportRx, allowing them to extend the capabilities of the Magento platform to provide custom functionality and to solve their unique business problems. These extensions have enhanced both the back-end and the front-end of the store by providing unique user experiences, advanced reporting, customization, and product management.
We empowered their in-house marketing team by giving them the tools necessary to run campaigns and focus on content marketing. We set up and configured a Wordpress blog which allowed the marketing team directly control content and distribution of marketing collateral.
We built a backend SEO override system to allow SportRx to override the SEO meta information for search term combinations. We gave them the ability to create custom SEO meta information for category and search result pages which resulted in better ranking for combination searches in place of the previous default categories.
The success of any growing store relies on the thoughtful use of 3rd party services. We have assisted in the integration of Avalara, Yotpo, Silverpop, LiveEngage Chat, Criteo, and Klevu for the SportRx store.
After we completed our responsive redesign, we went back and spent time optimizing both front and back-end performance of Magento in order to decrease page load time, and ttfb (time to first byte).
We extended the Magento reporting system to allow for more advanced and detailed sales reporting, something that was very valuable to their sales team to help drive additional revenue and stay competitive.
We have supported SportRx since 2013, and have provided them with ongoing scalable maintenance, allowing flexibility depending on their budget, seasonal needs, and changing priorities.