Introducing New Ecommerce Dashboard Metrics for Florists
Powerful insights tailored to how real customers shop for flowers online.
We’re excited to introduce a range of new ecommerce performance metrics now available in your Flower Store In a Box dashboard. These insights are built specifically for florists, where delivery timing, checkout speed, and customer behaviour all play a critical role in profitability.
These new metrics include:
- Breakdown of charges
- Pages visited per checkout
- Time taken to complete a transaction
- Forward delivery date ordering
- Cart abandonment stats
Below is a complete explanation of each metric using example data to show exactly how these insights can help you understand and improve your online store.
1. Breakdown of Charges
This section gives you a clear understanding of where your revenue is coming from, product sales, delivery fees, discounts, and any surcharges.
Example Data
| Charge Type | Amount | Percentage |
|---|---|---|
| Total Sales | $3,650.00 | — |
| Delivery | $415.00 | 11.4% |
| Card Surcharge | $0.00 | 0.0% |
| Location Surcharge | $0.00 | 0.0% |
| Delivery Surcharge | $0.00 | 0.0% |
| Discounts | -$172.00 | 4.7% |
| Net Sales (Excl. Delivery & Surcharges) | $3,407.00 | 93.3% |
What this tells you
- In this example, most income is from product sales, not delivery.
- Delivery represents 11.4% of sales, which is common for suburban and metro florists.
- Discounts account for 4.7%, showing the level of promotional activity.
- Net sales gives you a clear view of your actual product revenue without delivery-related fees.
This insight helps florists better understand margins, pricing structure, and the financial impact of delivery fees and discounting.
2. Pages Visited per Checkout
This metric measures how many pages a customer typically views before completing an order. For florists, efficiency matters—fewer pages usually means a smoother user experience.
Example Data
- Median Pages: 10
- Average Pages: 12
- Minimum: 5
- Maximum: 34
What this means
- Most customers complete checkout in around 10 pages, indicating good usability.
- An average of 12 pages suggests some customers browse more deeply—often comparing products or seeking delivery info.
- High page counts (20–34) can indicate difficulty finding a product, confusion about delivery details, or inefficient navigation.
This metric helps identify whether customers are navigating smoothly or struggling during their shopping journey.
Some Insights from the Platform
The standard range of pages viewed across the site is 6 - 12 for most florists, this again suggests the sites are easy to use and the checkout extremely simple. Some fascinating insights on the number of pages viewed is that buying customers want simple flows to view and purchase!
Also sites where the summary page has been removed have both higher conversion rates and less time to complete the transaction.
3. Time Taken to Complete a Transaction
This measures how long customers take to complete their order—from start to finish.
Example Data
- Median Time: 18 minutes
- Average Time: 176 minutes
- Minimum: 4 minutes
- Maximum: 1,544 minutes
Long times generally mean a customer left and returned later, the median is the best reflection of real checkout speed.
What this means
- A median of 18 minutes shows most customers complete their purchase quickly and efficiently.
- The higher average time suggests that some customers come back hours later to finalise their order.
- The minimum (4 minutes) demonstrates how fast a streamlined checkout can be.
Some Insights from the Platform
The range across the platform suggests an average range of between 8 - 12 minutes which indicates that the majority of websites on the platform are extreely easy to use! Where sites have a longer time to transaction Iwould want to review the structure of the website to decrease the time taken.
4. Forward Delivery Date Ordering
This reveals how far in advance customers book their deliveries, essential for staffing, stock management, and understanding buying patterns.
- Average days ahead: 2.62
Order Breakdown
| Category | Percentage |
|---|---|
| Same-day (≤ 1 day) | 59.9% |
| Next-day (2 days) | 15.4% |
| Day-after (3 days) | 8.6% |
| Orders ≤ 3 Days | 83.9% |
What is particuarly interesting about this platform wide data is that well over 80% of people are ordering from with the next two days from today. This helps us design for the future checkout as well.
While florists often assume most orders are last-minute, the data shows a meaningful portion of customers do order ahead—particularly for events, recurring deliveries, and planned gifting.
5. Cart Abandonment Stats
This metric shows how many customers begin checkout but don’t complete their order, and how many you successfully recover.
Example Data
| Metric | Value |
|---|---|
| Carts Abandoned | 91 |
| Carts Retrieved | 1 |
| Total Retrieved Value | $108.00 |
| % Retrieved | 1.09% |
What this means
- A 1.09% retrieval rate suggests there a low uptake on cart abandonment emails for florists.
- Common causes of abandonment include delivery fee surprises, confusing checkout steps, missing delivery info, and payment issues.
This metric helps highlight where customers drop off and whether follow-up emails are working effectively.
