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.
1800.com flowers search page results
proflowers.com search page results
proflowers.com product page
proflowers.com delivery date selection
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.
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