Interflora
Conversion rates up by 80% and rising
Interflora is a 24 hour flower delivery service that manages orders throughout the world. Interflora covers 150 countries with almost 55,000 florists and handles 75 orders every minute with an annual turnover of $2 billion. Interflora New Zealand was established in 1935 and is linked to Interflora Incorporated now based in Chicago, U.S.A.
Business Challenges
As an international Brand name, Interflora NZ is committed to providing the best experience possible to their customers. They had already made significant investments in their site, although pleased with it, they were not getting the results they were hoping for.
“Our conversion rates were lower than our overseas counterparts” Says Derek Hargreaves, CEO of Interflora NZ. “We were also getting some negative feedback about the site through our helpdesk”
- Low conversion Rates
- Lack of intelligence about customer
- Help Desk Complaints
- Results not measurable
Solution
After looking for solutions, Interflora chose LeftClick’s Shift and Drive process as it made it easier for Interflora to see how the benefits would come. Interflora entrusted LeftClick to analyse their e-commerce site and show explicitly how to get conversion rates up.
LeftClick analysed the site and conducted lab testing with representative customers. LeftClick then re-designed key web pages using knowledge gained through analysis and testing.
The ClickShift programme resulted in almost immediate increases in conversion rates and after three months, Interflora went into LeftClick’s continuos improvement programme, ClickDrive.
- LeftClick selected for its low risk and strong capability
- ClickShift for short term gains
- ClickDrive for ongoing improvement
“We are continually improving the online experience for our customers and seeing our business grow as a result. That’s very rewarding”
Results
After Implementing the ClickShift redesigns, interfora experienced almost immediate increases in conversion rates which increased over 30% in just a few weeks. With ClickDrive the conversion rates continue to increase and have nearly doubled. In addition to this, calls to Inetrflora’s helpdesk have reduced considerably, “this is quite a cost saving, especially around Christmas time” says Derek.
- 80% increase in conversions
- 10% increase in bricks-and-mortar sales
- Decision making is far easier
- Increased confidence