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Like most folks here my first thought is the site is too busy. I think the elements are all here and would suggest re-aligning them. Your stated objective is to make the complex simple, I think any work moving forward should keep that in mind.
I like "1,2,3's" and that would be a good place to start, to me the first impression here is fashion-based glasses vs. prescription. I think it would improve the design to focus on the idea of helping people find contacts. The female model, while nice to look at, takes up a lot of real estate and thematically to me she's modeling vs. buying prescription eyewear on the internet.
Overall, a little re-aligning will go a long way and I really like the inner pages (especially the individual product page).
