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| Client Overview:
Conner’s Florist is one of Atlanta’s largest floral delivery services. Located in south metropolitan Atlanta, Conner’s Florist has been an Atlanta staple for more than 20 years. For more information, please visit: www.connerflorist.com |  |
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Project Challenge:
Conner’s Florist wanted to revamp their overall business process, moving away from the more traditional offline flower shop to a full scale online and digital floral delivery service. Facing ongoing and increasing competition from major companies such as 1-800 flowers.com and FTD, Conner Florist needed a solution that would be able to set them apart from their local and national competitors. The company’s previous website was plagued by a number of inefficiencies including poor esthetics, low online visibility, and overall low functionality. The company’s stated goals were to increase visitor traffic, online customer conversion, and online sales.
Solution and Application:
We provided the company with a complete website restructuring that encompasses a new and highly customized website design along with a fully customized online customer conversion strategy and e-Marketing campaign. First, the new website design was created to be more visually intense and graphically appealing than all of Conner’s Florist’s direct and indirect competitors. This very strategic design would then give Conner’s Florist a unique and competitive advantage by providing its clients with a more visually appealing and interactive way of viewing their products online. With the first major issue squarely resolved, we designed a multitude of customized online strategies based upon Conner’s Florist’s particular demographic. Our goal by introducing these strategies was to increase online traffic and convert online visitors into paying customers. Throughout virtually every phase of the visitor experience at Conner’s Florist’s new website, there is an opportunity for visitors to opt-in and receive information by email from Conner’s Florist. Also every informational form on the website was optimized to gain as much information and as many signups as possible. This facet of the online conversion strategy is extremely critical as it allows us to help Conner’s Florist build their customer database and send automated and customized rich emails that include customer updates, discounts, promotions and e-Newsletters.
The Conner’s Florist website also included a built from scratch full scale e-commerce solution that includes a customized product database along with advanced and customized search query development. This search query integration allows for customers to search for all available products by price, type of item, occasion, and color. The customized e-commerce solution includes a fully functioning shopping cart, along with account history storage, account retrieval information systems, and a very efficient order notification system. There is also a customer login and registration interface with an address book feature that allows for customers to edit and update shipping information for a quicker checkout process.
Results:
The new website in conjunction with the newly implemented online conversion strategy and e-Marketing plan has increased Conner’s Florists online sales by 187%. Also, Conner Florist’s online conversion rate has doubled since the launch of its new website. A conversion is considered an online signup, sale, or contact.
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