September 20, 2007, 12:00 AM

Flowershop.com boost sales by 75% after Aug. 1 site redesign

Flowershop.com boosted conversion rates by 75% one month after implementing site design changes Aug. 1, including correcting a malfunctioning checkout procedure and improving navigation.

Flowershop.com boosted conversion rates by 75% one month after implementing site design changes Aug. 1, including correcting a malfunctioning checkout procedure and improving navigation.

The decision to make changes to the site came after Flowershop.com discovered flaws in its checkout process-when customers hit the “submit” button they were sent back to the home page, says Tiffany Sellwood, director of online marketing.

“They didn’t know if the order went through,” she says. “Some didn’t. Once in about every 90 checkouts, the sale didn’t go through.”

In addition to revamping the checkout process, Flowershop.com added persistent left-hand navigation, the ability to browse through a category using “previous” and “next” buttons and a “view all” functionality. Users also are shown their order total with delivery charges in their shopping cart before going through the checkout process.

“We’ve been adding new features to the site during the last few months-including live chat and Hacker Safe-which have contributed to gradual increases in conversion rate,” Sellwood says.

The site redesign also enables Flowershop.com to support Web 2.0 technologies, such as video demonstrations. The retailer plans to launch its first interactive contest in the first quarter of 2008 as part of a Valentine’s Day promotion, Sellwood says.

During the site redesign, Flowershop.com also added PayPal as an alternative payment method. PayPal has been used to pay for an estimated 6% of orders, Sellwood says.

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