According to content director Katie Hudson, online florist UrbanStems regularly sells nearly five times as many flowers during the week before Valentine’s Day. For Valentine’s Day 2023, the retailer’s conversion rate improved 12% year over year. According to Hudson, who declined to give monetary amounts, the retailer’s customised landing pages account for a sizable portion of its sales.
A brief about Online flower retailer UrbanStems increases its conversion rate by 12% during the Valentine’s Day season
The week of Valentine’s Day, Hudson said, “the intent to purchase is so high that we’ve seen and we’ve tested this a few times we’ve seen people convert better on our normal shopping experience for that week because they don’t even need to know our story.
The retailer’s best day for sales was February 12, according to Hudson.
Hudson stated, “We all anticipated people would wait until the last minute, and they did.
According to Hudson, UrbanStems continuously evaluates design elements to increase conversion while also tracking its conversion rate.
The Salesforce ecommerce platform powers the “typical shopping experience” on UrbanStems.com. Salesforce templates are utilised. Moreover, UrbanStems conducts design feature tests utilising the Fastr Frontend interface from web design vendor Zmags, which is connected to the platform using an API (API).
Instead of sending a ticket to the retailer’s web developers each time she wants or needs to make a change, the vendor permits Hudson to add new pages or specially designed portions of existing pages to UrbanStems.com that are not constrained by the structure of its ecommerce platform.
Ryan Breen, chief technology officer at Zmags, stated: “It’s for a creative audience to be able to do things on those critical portions of the site where your brand vision is vital. You genuinely want to do something that isn’t constrained by pre-made plans.
According to Breen, it’s common to observe a drop-off when a customer visits a landing page that a business “spent all their work” into developing.
“I recognise the time. Breen declared, “I’ve slipped off. Nice site that was hand-designed, but template hell. It’s normally right around the category page.”
According to Breen, there are frequently conflicts in opinion among the merchandisers, marketers, and development firms creating custom pages.
Everything turns into a ticket to another team, another team, and another team, and you can’t do that in a day as Breen said.
Some of the modifications made by UrbanStems include the addition of a countdown timer, real-time promo code updates, the creation of shoppable tiles on the retailer’s blog, and the utilisation of an inventory badge that displays the quantity of a product in stock. According to Hudson, each adjustment helped UrbanStems increase conversion.
According to Hudson, when UrbanStems tested a Zmags landing page against its standard retail product listing page, the Zmags landing page consistently had a higher conversion rate.
When compared to its templated PLP, Hudson noted, UrbanStems’ Zmags product landing page (PLP) on its website saw a 35% increase in conversion throughout the Valentine’s Day season. From January 24 to January 29, UrbanStems tested the page.
The results were so substantial that Hudson remarked, “We weren’t really anticipating to run the test for so short a time.
According to Hudson, UrbanStems is aware that consumer desire to buy is “really high” in the weeks leading up to Valentine’s Day, but the retailer also wanted to make sure that it displayed products at prices it was aware consumers were seeking based on sales data from the end of January and the beginning of February.
Additionally, it wants to be certain that it is classifying items that are on sale or have a high buy-to-detail rate. The buy-to-detail rate is a statistic that displays the proportion of site visitors that made a purchase after seeing a product page.
Zmags were solely used by UrbanStems in the landing pages for customers who arrived at the site through paid social media promotion. Before the holiday, the retailer didn’t notice any drops in conversion, according to Hudson. UrbanStems also saw an 83% year-over-year rise in paid social conversion.
Moreover, it spent less on paid social media this year compared with 2022. Paid social transactions climbed 27% year over year, she noted. These purchases are made on Meta, TikTok, and Pinterest. On Meta platforms, UrbanStems specifically targeted the male demographic, who it discovered was responsive to discount codes and the countdown timer Hudson used.