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When the family owned New York florist Ariston Flowers reached out to us to take over their e-commerce, Hivebreed and Nekativ joined forces to re-design their online experience and increase their sales. The team started off by analysing 6 months of user data, ran tests and were able to identify all the issues that the previous e-commerce was facing. Based on these facts (not assumptions), the new design was created, which not only changed the visual aspect of the e-commerce, but also its functionality.
With their new store ready to go, we were just in time for one of the industry’s busiest times of the year — Mother’s Day — a great opportunity to test their new asset.
You would think that by 2021, everyone in charge of managing an e-commerce would at least setup the right tools to track where their sales are coming from. Surprisingly I have yet to meet a new project with the correct setup in place. After taking all the necessary steps we were able to not only see where sales were coming from, but also which campaign and keyword was bringing in the most sales. This was the key to helping us continuously optimise our campaigns and best utilise our allocated budget. Not only were we tracking online results, we also setup call tracking that allowed us to listen in on recorded calls coming from our ads and measure conversions.
But we didn’t stop there.
We needed to understand how users behaved on our new site, what they felt, what they needed and fast. To do this, we installed a heat map and started recording sessions in order to collect data and also ran surveys so that the customers could tell us themselves how they felt.
Thanks to the flexibility of our re-designed e-commerce, we are able to incorporate new integrations and functionalities, based on the feedback received by the customers.
A LITTLE EMAIL CAN GO A LONG WAY.
If you don’t have a client database, you’re doing it wrong. With over 20K valid subscribers, we were able to create and send weekly newsletters with collection launches, offers and friendly flower & plant reminders. Since we were targeting our existing customers through our newsletters, this meant that we could remove them from our campaign audiences, allowing us to spend our budget solely on targeting new customers. This resulted in 62% of revenue coming from new visitors.
Working alongside the Ariston Team over the last year has been exciting and rewarding (if you exclude the 7 hour time difference) and goes to show how any choice you make when it comes to not only building, but running an e-commerce, can make the largest impact on your results.
Do you have an e-commerce that could use an uplift? Are you not sure where your sales are coming from? Do you think email marketing is dead?
If your answer is yes to all of the above, then we should talk.
