About.
Launched in 2017, CADDIS reframes the narrative around aging with high-quality, stylish reading glasses and now an expanding catalog of prescription eyewear, sunglasses, and blue-light glasses.
Challenge: kill decision fatigue at the first touch.
CADDIS's ads showed stellar CTR and engagement, but CVR was dwindling. Clunky landing page builders were too time-consuming, and instant experiences like Meta Shops were too restrictive. Director of Marketing Erin Silvia tried switching onsite elements without lifting performance, then traced the issue to catalog size. With frame styles, lens types, tints, and magnification levels multiplied together, decision fatigue was creating friction at first touch.
"I think part of the reason that our prior landing pages stopped performing for us is that once someone clicked into the CADDIS PDP experience, there was a lot of overwhelming information, on top of an already content-heavy campaign. That's where we started testing with FERMÀT, to understand if our site and the number of choices presented were a roadblock for first-touch conversion." - Erin Silvia, Director of Marketing, CADDIS
How FERMÀT worked alongside the team.
FERMÀT let CADDIS replace overwhelming variant selection with focused experiences, and use the platform as a proving ground for broader site, merchandising, and inventory decisions.
The transformation was in how the brand presented choice. The page stopped showing everything and started showing the right thing. Merchandising agents shipped embedded PDPs that simplified multi-variant selection, letting customers build a pair while presenting the custom build as a single SKU. Personalization agents redirected the 40% of paid ad traffic that had been hitting PDPs and collection pages toward curated assortments or single-SKU experiences, with variant selection refined to best-sellers only. Conversion agents proved hypotheses inside FERMÀT before CADDIS committed new inventory: a clear-lens variant tested cleanly, beating the tinted default at strong CVR and comfortable CPA, which let merchandising launch clear lenses with better margins instead of running them as a custom-order SKU. A 90-120-day inventory cycle compressed into a risk-managed experiment.
"Now when customers get to the product on the landing page, there's a much more concise number of options. We're able to serve up what people are actually purchasing, as opposed to every single option. It's much closer to a one-click experience as opposed to an 18-click experience." - Erin Silvia, Director of Marketing, CADDIS
- Embedded PDPs collapsed multi-variant selection into a single-SKU custom build
- Curated paid-traffic experiences replaced PDPs and collection pages with best-seller assortments
- Proving-ground hypothesis tests compressed inventory cycles from 90-120 days into clean experiments
- Performance data fed core Shopify merchandising and SKU production decisions
Results.
CADDIS reduced CAC 10%, lifted CVR 16%, and lifted ROAS 20%. The team continues using FERMÀT as a proving ground for broader experimentation.
FERMAT is a conversion rate optimization tool at its core. The flexibility in terms of testing specific content experiences or PDP experiences - you can really tailor the tool to your needs, to answer your business questions. There’s so much more depth here than just an A/B testing tool.
