May 27, 2009, 12:00 AM

Small changes deliver big results at doesn’t maintain a particularly slick-looking web store. But by strategically spending time and money on projects that make it quicker and easier for customers to purchase a gift basket, web sales in 2008 increased by 172.7%.

Mark Brohan

Research Director doesn’t maintain a particularly slick-looking web store – the basic design on the home and product pages hasn’t changed much since the site was launched in 2002. But by strategically spending time and money on projects that make it quicker and easier for customers to select and purchase a gift basket, the company is experiencing solid growth.

In 2008,, No. 446 in the Internet Retailer Top 500 Guide, was the fastest-growing web-only merchant on Internet Retailer’s latest annual ranking of the 500 largest online retailers. Last year grew web sales by 172.7% to $12 million from $4.4 million in 2007. In a tough recession, grew last year because the company spent considerable time and effort developing web site features and functions that enhanced content, provided greater product detail and expedited checkout, says founder and president Ryan Abood., which is owned and operated by a second generation family floral business, added customer reviews and completely revamped its site search program and page navigation. Better organized tabs on the home page give gift basket shoppers options to shop by categories such as most popular, occasions and sentiments, holidays, price, gourmet food, specialty themes, fruit and healthy, same day and corporate gifts, and flowers and plants.

With better navigation, shoppers can also complete an order in as few as five steps. “The experience we are trying to create online is giving shoppers better information on the gourmet products we carry and then making it easier to choose and order a gift basket,” says Abood. “We added content on every food item we carry that states the serving or package size. That’s a detail customers told us they wanted.”



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