May 9, 2001, 12:00 AM

Proflowers.com’s slowest-loading page drives biggest sales

Navigation tool lets users view all products at once, enticing more shoppers to buy.

Sometimes it’s the little things that help drive big sales. San Diego-based Proflowers.com prides itself on a business model that bypasses middlemen to deliver directly from grower to consumers flowers its says are the freshest on the web, but a simple navigational tweak to the web is delivering extra sales, says Chris d’Eon, vice president of marketing retention. One of the site’s most-used search options is one that allows shoppers to view thumbnails of all of Proflower.com’s 60-plus floral arrangements by scrolling down on one page, rather than flipping from page to page to view the whole collection.

“This goes against conventional wisdom in web design and usability, because it’s a large page that takes a while to load,” says Richie Hannah, director of web site strategy. “But for certain types of people, searching visually is a very effective way to find what they want. We’ve found it’s very popular.” Proflowers.com won’t disclose numbers, but says the conversion rate on the all-product page is higher than on any other page on its site.

 

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