Designing Florist Product Screens with Flower Store In a Box

Published: Tuesday 24 September 2019

Designing Florist Product Screens with Flower Store In a Box

We spend a lot of our time looking at florist websites and reviewing how they work and looking for ideas to incorporate for our customers.

Recently we have been releasing new designs for product pages based on real world testing.  Here are a few new ideas that can incorporated into your design.

Product Page Option One

Product Page Option Two

Product Page Option Three

Notes about the Product Page

The main product screen on a website is extremely important advertising portal for your floral arrangement.

It’s important that this screen is as easy to use as possible and the primary purpose of the page is to encourage customers to Add to cart or Buy Now.

Add to Cart / Buy Now Button

This means that ideally the Conversion Point (Add to Cart Button) should be visible in the screen and the most prominent element.

You might want to try and have a conformity of colours on your website, but your Conversion buttons (add to cart, checkout, pay now)  should ALWAYS be a different colour than any other buttons on your website.

This way a customer never has to hunt around for the button or waste time looking for the button.

Product Names

Believe it or not product names for online floristry are of a lower importance.  Sure you can use descriptive names such as “One Dozed Red Roses”.  But equally you can also name all your products with people’s names which is very popular.

Other than the products that do need specific names like “Phalaenopsis Orchid” or “Pink Funeral Wreath” or “Tulip Delight” the name is of no real consequence for your customers.

Instead the names should be short and sweet.

Product Images

So much can and has been written about product images, but the clear key message here is:

Keep your product images consistent!

There are several different ways we can present additional images of the product:

As a sliding image

Main Image and Thumbnails

There are pros and cons of each approach though, one makes them all visible so customers can quickly eyeball them whilst the other hides them until clicked or swiped.

Different Images for each price point

Did you know that you can have a different image for each different price point?  It’s fantastic if you have taken a picture of your small / medium / large product.

You can do the same with colours of the product as well.

But this does tend to mean you have to take a huge number of images for your website.

Price Variations

Florists tend to offer different price options for a product, it may be:





As Displayed



Flower Store In a Box Allows you to have up to 8 price options of you want!

What about which price to highlight?  Again you can choose which of the prices is highlighted when the customer first views the page.

For example if your main product image is your Premium price point then you should highlight the Premium price point.

Addons and UpSells

A good florist product page will offer an upsell for additional gifts the most popular being:



Wine / Champagne

Teddy Bears


And more recently candles have been a big hit online with so many florists.

The add on / upsell should be an integral part of this page, but it shouldn’t detract from the main purpose of the page UE to get people to add the item to the cart!

In our newer examples we have seen our customers hiding the list of addons and only showing a link to hide the addons available.  Whilst this does potentially reduce the number of addons purchased it does serve to unclutter the page.

Should I have a substitution policy?

Yes, you should absolutely have a substitution policy, flowers are a living thing and sometimes a particular variety may not be available.  It’s useful to have on the product page so people can clearly read that your policy is.

Should I place delivery information here?

This is a tough question to answer generically for all occasions.  If you delivery to a limited area you should probably have a link to a list of all your delivery suburbs or better a box that they can enter the suburb or postcode to check.

If the product has alcohol you definitely need a warning that the product can only be delivered to a recipient over the age of 18 (21 in the USA).

Customer Reviews

Customer Reviews are an incredible way of encouraging new customers to purchase a product.  However if you are wanting reviews you need to make sure they are from a reputable source like Feefo.

A word though on all of these extra content ideas, they should all be UNDER the Conversion Button and in no way interrupt the user’s purchase.

Would you like to talk to us about improving your product page and optimize sales?  Contact us on 1300 730 560  or contact use and we will be a happy to have a chat.

Drew Wentzel

Drew Wentzel

Drew Wentzel is the principal of enflexion with over 25 years of experience in developing web services and software, Drew has helped design and develop usable and functionality rich Internet applications and built online presences for a wide variety of industries including retail, government, hospitality, lifestyle, corporate and technology companies.


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