Last year’s website redesign produces mixed results.
EdibleArrangements.com shines spotlight on its same-day delivery countdown banner.
Time is of the essence for consumers seeking gift baskets of fruit and gourmet tidbits at EdibleArrangements.com. That’s why a banner atop the home page counts down how much time customers have to place orders for delivery to day. “It’s important to let customers know that they can get our product as late as 5 p.m. That makes us unique,” says Kaitlin Reiss, vice president of e-commerce. “Same-day orders represent 30% of our web business.” The banners are clicked on 100,000 times a month and have the highest click-through rate of any home page feature, adds Reiss. Shoppers also can place orders online for free pickup at one of the 889 Edible Arrangements stores. In 2011, the company added the word “Free” next to the store pick-up option on the site and saw conversion increase.