EyeOasis had a real product solving a real problem — a medical-grade sleeping tape for people with dry eye, lagophthalmos, and post-surgical eye conditions. But their existing Shopify site wasn't working. The design was generic, the typography was inconsistent, and there was no clear pathway for their second critical audience: eye care professionals seeking wholesale pricing. The site wasn't converting either group effectively.
We rebuilt the EyeOasis Shopify site from the ground up — starting with the brand and working outward. The existing site was saved as "EYEOASIS OLD" (still visible as a Draft in their Shopify admin) while the new site launched as the live store. Everything changed: the visual identity, the typography system, the product page, the navigation architecture, and four entirely new pages.
The two-audience problem was solved with a clear navigation split and dedicated pages — one for direct consumers, one for optometrists and ophthalmologists seeking wholesale access and clinical materials. Both audiences now have a clear, purpose-built pathway from landing to conversion.
Rebuilt the entire store from scratch. New homepage, product page, about page, and core structure — all aligned to the new brand identity. The old site saved as a draft for reference.
Rebuilt the visual system — fixed colour palette (medical blue + teal), consistent typography, logo integration, and a design language that communicates both clinical credibility and consumer warmth.
Built a dedicated page for eye care providers — professional network positioning, clinical use cases (anesthesia, post-surgical, lagophthalmos), and a clear pathway to wholesale inquiry.
Created a complete wholesale channel — application flow, pricing structure communications, and a professional inquiry form. Opened a revenue channel that didn't exist before.
Step-by-step application guide with visual instructions. Reduces post-purchase confusion, improves product success rates, and decreases support volume.
Rewrote all metadata, restructured heading hierarchy, and implemented semantic markup across all pages. Targeted keywords including lagophthalmos treatment, dry eye sleeping tape, and eye doctor referral.
The old Shopify theme: generic layout with stock blue styling, no clear brand identity, inconsistent typography, and product messaging that failed to communicate clinical credibility or differentiate EyeOasis from generic medical tape.
The rebuilt site: warm, clinically-credible brand system with professional photography, empathy-led copy, and a dedicated For Professionals channel. Same product — completely different perception.
Dedicated landing page for optometrists, ophthalmologists, and surgical facilities. Clinical use cases, professional trust signals, and a clear path to wholesale inquiry.
New ChannelComplete wholesale channel with professional pricing communications, application process, and inquiry form. Opened a B2B revenue stream the site had no pathway for previously.
B2B RevenueStep-by-step visual application guide. Reduces post-purchase confusion, improves product success rates for new users, and cuts down on support inquiries.
User SuccessBlog and educational content hub for dry eye conditions, lagophthalmos awareness, and product guidance — building organic search traffic and positioning EyeOasis as an authority.
SEO + AuthorityFounder story with empathy-driven narrative — built around the real human experience behind the product. Medical credibility paired with personal connection.
Trust BuildingFull homepage redesign — hero section, product benefits, comparison section (vs sleep masks vs medical tape), customer reviews integration, and dual CTA funnels.
Core ConversionThe rebuilt site is live at eye-oasis.com and the results speak for themselves. In the first full month, every key metric climbed sharply versus the previous month — more traffic, more orders, and a stronger conversion rate across the board.
Rebuilt Shopify store live at eye-oasis.com — international shipping to 25+ countries.
Consumers and medical professionals now have dedicated, purpose-built pathways.
Total orders jumped 66% month-over-month after the rebuild went live.
Site traffic up 24% month-over-month in the first full month live.
Store conversion rate climbed 30% — visitors turning into buyers more often.
Revenue grew 48% month-over-month, with orders up 66% over the same period.
Far more comfortable and dependable than anything else I've tried. The shape is perfect, the tabs make removal easy, and it's gentle on my skin and eyelashes.
These have been the most effective commercial solution I've found, and they're also the most affordable option compared to many products I have used.
I've been using a mask for over 12 years. EyeOasis tape has been so much better — I wake up with eyes that feel as good as they do with EyeOasis tape.
