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Proflowers.com vs 1800flowers.com Conversion Analysis

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This post follows the previous post top “10 retailers by conversion in April 2009“. We are going to talk about 2 retailers who made it to the top 10 for conversion rates, selling the same product (flowers), but with significantly different conversion rates.

Proflowers.com with 42.8% conversion and 1800flowers.com with conversion rate only 20.8%. As the conversion rate is really huge, provided the data is accurate, I had a look on both sites and these were my findings about why possibly Proflowers.com is converting better. Obviously, these are only my assumptions based on the data provided, which is conversion rate.

  • Proflowers.com displays on each page in the header banner saying “Need it today?”, which clearly attracts people who need flowers now – today. 1800flowers.com displays a similar banner only on the home page, but not in the header or anywhere else throughout the site.

proflowers-header

  • search pageproflowers.com page is more visually appealing, but is lacking “narrow search option” completely, whereas the 1800flowers.com does a better job.

    1800.com flowers search page results

1800.com flowers search page results

proflowers.com search page result

proflowers.com search page results

  • product pageProflowers.com in this case outclass 1800flowers.com website. Up-sells are above the fold with very good cross-sell, selling vases for flowers, plus their product page is just easier to use or select either a vase or the delivery time. For example once you type your zip/post code in the proflowers.com website then it will remember it anytime you select other products. On the contrary the 1800flowers.com website will ask you every time for your zip/post code, which becomes really annoying after a while.

    proflowers product page

proflowers.com product page

  • selection of delivery dates on the product pages are better and easier to use on Proflowers.com website.

    proflowers.com delivery date selection

proflowers.com delivery date selection

  • checkout process1800flowers.com is completely missing during their checkout any security reassurance, no SSL or Hacker Safe logo. Nothing! Proflowers.com displays their SSL security seal by Verisign on the bottom of the page (not very prominent though as you need to scroll down to see it, but at least it is there). This could be one of the reasons why Proflowers.com conversion rate is higher, provided the conversion rates data is accurate and not tampered by somebody. I found the Proflowers.com checkout process to be much easier and intuitive and once you enter the checkout process all the clutter (original website header and footer) are replaced by progress indicator and “lighter” footer in order not to distract shoppers from their task, which is to finish the checkout process. In both cases through out the whole checkout process you will see what is in your basket, although in the Proflowers.com case the price was missing there. That was a very interesting finding for me because best practice for lowering shopping cart abandonment rate dictates prices should always be included. Perhaps this is something to test on your own website as well to see which works better, having the prices or not?

    proflowers.com checkout

proflowers.com checkout

  • 1800flowers.com checkout

1800flowers.com checkout

Conclusion: Proflowers.com website conversion rate is higher by a staggering 22% (provided the data is accurate) compared to 1800flowers.com. The reasons could vary. One thing I have noticed is that 1800flowers.com has a blog whereas Proflowers.com doesn’t. And those of you who have a blog on your site know that blog traffic is really not targeted and conversion rates are very low compared to targeted traffic, so this could easily deflate the results.  Don’t take this the wrong way, having a blog is hugely beneficial for traffic generation and education of your clients but in this particular case, the blog traffic could be skewing the conversion results provided.

But as I said, without knowing the real data, where the traffic is coming from and especially what the conversion rate on PPC traffic is, I am not able 100% to fully justify the findings, as it is very likely the traffic from the 1800flowers.com blog is included in the overall conversion and probably for that reason we can see such a staggering difference in conversion. In this case we may not be comparing apples with apples. Proflowers.com website is arguably more visually appealing, easier to use and visibly uses secure seal to reinforce  security and trust, however 1800flowers.com is also a great site.

Book your website for our free site inspection service and I will be more than happy to perform analysis of your website and advise what you could improve.

About the author

Jan Petrovic Jan Petrovic is the founder of proimpact7.com, 2012 Award Winning Conversion Optimization Agency. He is also a master certified conversion optimization & web analytics professional. Proimpact7.com provides conversion optimization services for small and large online business. Jan also works as a web analyst for large U.S. online & offline retailer. Jan studied conversion optimization with MarketingExperiments and Bryan Eisenberg, the most recognized of conversion optimization experts. He gained his master certification in analytics with another widely recognized expert in the analytics industry - Avinash Kaushik. After Jan finished his studies, he launched a website called dashboardinspector.com, which provides dedicated web marketing analyst service for small and large online businesses, allowing businesses to save up to 60% on in-house cost.

Questions or comments?

For queries regarding conversion optimization of your site, or for more information on this article please contact Jan Petrovic, founder of proimpact7.com and master certified in conversion optimization and web analytics.

jan@proimpact7.com



10 Responses to “Proflowers.com vs 1800flowers.com Conversion Analysis”

  1. Proflowers does something that a lot of flower shops online fail to do to drive traffic.

    1. Incentive. Proflowers provide a strong incentive to click through the site by offering not just flowers but flowers with a free vase and sometimes other free items such as chocolates.

    2. Price Point. Other than FTD they are the only flower shop that offer flowers starting at $19.99. This price point attracts users who are looking to spend less and get more.

    3. Appearance. If you look closely at proflowers product list every picture has a bouquet that fills the entire image and the bouquets usually look very full almost like they are busting through the image – this is very visually enticing.

    Of course this is from my own analysis of dealing with different online florist.

  2. UK Florist says:

    Good analysis, I think TV and radio might be playing a part in this conversion rate as well…

  3. Patch says:

    wow, it never crossed my mind to look at these details as you did!
    this is a relevant experience regarding why/how many internet businesses fail…

  4. seo reseller says:

    I think both sides have made a great job on their home pages. They are both buzzing with activity that sends a strong message to web crawlers.

  5. Scott says:

    I also couldn’t help notice differences in their affiliates program: Proflowers offers 10% commission, while 1-800-FLOWERS only offers 6%. I’ll have to do a more detailed comparison, but my first impression was that sign-up for Proflowers might be easier to accomplish; 1-800-FLOWERS wants to approve affiliate websites, whereas I didn’t notice that stipulation at Proflowers.

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