2.5× more conversions.
52% lower acquisition cost.
How Grovertise helped Lawrence & Mayo attract more customers, increase local discovery and make every acquisition more cost-efficient through a 2.5-month, multi-channel campaign.
The impact, at a glance.
Overview
About Lawrence & Mayo
Lawrence & Mayo is an established Indian eyewear and optical retail brand founded in 1877. Its portfolio spans prescription frames, sunglasses, contact lenses and optical lenses, supported by in-store and home eye-test services.
Connecting different eyewear needs to the right customer journey.
Lawrence & Mayo serves customers across multiple product categories and service needs. A multi-objective campaign must account for those differences instead of treating every customer as one audience. The points below describe the business and acquisition complexity that shaped the growth approach; they are not claims of audited pre-campaign performance.
Different products, different intent
A customer searching for contact lenses has a different need from someone comparing premium sunglasses or prescription frames.
Online and offline journeys
Some customers can purchase online; others need an eye test, professional guidance or a nearby store before making a decision.
Trust matters in optical retail
Brand authenticity, product specifications, lens suitability and professional eye care all influence the customer's decision.
Multiple objectives need clear measurement
Product purchases, appointment enquiries and local store actions require distinct conversion definitions and reporting.
A growth plan built around products, services and customer intent.
The engagement was framed around multiple acquisition objectives across digital platforms. The strategic direction connects audience intent with relevant eyewear categories and eye-care services, while keeping the customer journey and measurement needs in view.
Segment by customer need
Separate product shoppers from customers looking for professional eye-care services.
Strategic direction
Organise audiences around prescription eyewear, premium sunglasses, contact lenses, children's eyewear, eye tests and home eye-test services. Match each segment with relevant product or service messaging.
Match channels to intent
Use the role of each platform to guide the acquisition journey.
Strategic direction
Prioritise high-intent search journeys for specific products, brands and local eye-care needs. Use social discovery formats to introduce collections, demonstrate product benefits and re-engage interested visitors. Exact platform allocation should follow the campaign account records.
Build category-led creative
Make each message relevant to the product or service being promoted.
Strategic direction
Develop distinct creative themes for branded frames, sunglasses, contact lenses and eye-test services. Use product-led carousels, short-form video, collection stories and clear service explanations where suitable assets are available.
Connect digital demand to stores
Recognise that not every valuable conversion happens at checkout.
Strategic direction
Make store discovery, directions, calls and appointment enquiries visible conversion paths. Keep local messaging relevant to the services and products available at each location.
Optimise against business outcomes
Separate meaningful actions instead of relying on traffic volume alone.
Strategic direction
Evaluate product purchases, qualified enquiries, completed eye-test bookings and store-intent actions separately. Use available analytics and platform data to guide budget decisions and future testing.
Make the next step clear for every type of customer.
For an optical retailer, conversion is not limited to an online checkout. The journey may end in a purchase, an eye-test appointment, a phone call or a store visit. These are the key experience areas the growth plan should prioritise.
These are strategic CRO priorities informed by the business analysis and comparable eyewear case studies. Specific website changes and measured conversion lifts have not been supplied as verified campaign records.
Stronger conversion performance and more efficient acquisition.
Across the 2.5-month campaign, the reported outcomes included higher conversion volume, increased local discovery through Google Business Profile and a lower cost per acquisition.
Increase in conversions
Conversions grew to 2.5 times the comparison-period level.
Google Business Profile clicks
More people clicked through from the business listing, supporting local discovery.
Lower cost per acquisition
The cost of acquiring a conversion was reduced by just over half.
Campaign period
A sustained, multi-objective growth campaign for an established eyewear and eye-care retailer.
A structured approach to a multi-category retail brief.
The following describes the strategic workstreams appropriate to the engagement, rather than an audited month-by-month delivery log.
Map products and intent
Understand the customer groups, product categories, eye-care services and different paths to purchase.
Align campaigns and messages
Organise acquisition around relevant customer needs, platform intent and clear product or service propositions.
Evaluate the full journey
Separate ecommerce, appointment and store-intent actions so future optimisation can focus on meaningful business outcomes.
Eyewear growth needs more than one conversion path.
For a brand that sells products and delivers eye-care services through both digital and physical channels, the strongest growth plan connects customer intent to the right next step — whether that is exploring a collection, booking an eye test or visiting a store.
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