Q and A: Review my site, Perth Florist

QuestionDear Kalena…

I was just wondering if you would have time to look at my site and give me any ideas of how I could improve it from a customer landing on the site for the first time. I seem to be getting good traffic but conversions are just average at best. Any ideas would be appreciated.

John

Dear John,

There could be lots of factors that result in lower than desired conversion rates. It’s possible that your expectations are too high. If you are only servicing one local community, you have to assume that a lot of your traffic may be coming to your site only to find out that you do not service their area. However, I never like to tell my clients that their expectations are too high, although that is sometimes the case.

The design and professional appearance of your site is terrific. It’s easy to navigate, has all of the important information, and even does a good job at up-selling the customer. One thing I noticed rather quickly is that you do not mention any of the benefits of your flower shop over any others in the Perth area. When someone lands on your site (according to statistics) most people look at the top left of the screen. I would try adding a big button above your left navigation that says something like “Same Day Delivery” or “Guaranteed Freshest Flowers in Perth”, or whatever. Just make sure it’s a benefit that keeps them on the page. Since most of your internet business is deliveries, you might want to feature more information about that on your homepage. In fact, wouldn’t it be really cool to have a little call-out on your site that displays every day up to 11am (your same-day delivery cut-off) that says “It’s not to late to have your flowers delivered today!”? I am sure you can do that with a little PHP code.

One feature of another florist I have used, which I think is nice, is a flexible pricing option. I noticed that some of your flowers have different sizes and different prices. Why not feature this on the category page instead of just the product page? When a user browses all of your flowers you should have a buttons that shows them that they can buy this plant for $12, $24 or $48…. you get the idea. It’s just really nice to know that if they like a specific arrangement, they don’t have to spend $75. Check out this site to see what I am talking about.

You may want to also add a search box on your site. Not only does this help your customer find what they are looking for, but it also gives you invaluable intelligence about what your customers want! Google Analytics has a great feature that allows you to read a log of whatever people are typing in your search box. It provides great information for e-retailers.

Lastly, your site analytics could help you to find out where all of your traffic is going. For example, if you find that 90% of your traffic is entering your site through your index page and that you have a high bounce rate (users who click right off the site), or a very low “time on site”, you’ll know that your homepage may need to be optimized for sales. You may also want to determine what the most frequent exit page is. If you find that most people leave your site on the delivery information page, than perhaps you need to look at your delivery policies, or even your fees.

Again, your site looks very nice! Good luck, and thanks for the question!

Nick
www.TheSmallMerchant.com

Share this post with others