Over the past two decades working closely with florists, I've gained a unique insight into how they think. One of the biggest challenges I face is helping florists move past their intricate visions for how they want their websites to function. They often forget one key perspective: the customer’s.
People shopping for flowers online want simplicity. They want their practical and emotional needs met, such as:
- Does the site deliver to my suburb?
- Does the website offer the style of flowers I have in mind?
- Does it match my budget?
Let’s break down a few basic truths:
Moving Banners (Carousels) Don’t Work
A moving banner might seem visually appealing to you, but it's not helping your customers. Most visitors spend less than five seconds on your homepage and don’t stay long enough to watch banners rotate. Research shows that fewer than 4% of users click beyond the first banner, even if the offer seems enticing. People scroll quickly to find what they need, and that’s where you should focus.
Your Business Story Isn’t Their Priority
While your business journey is meaningful to you, it’s not the main reason customers visit your website. They want flowers, not a history lesson. That said, a well-written "About Us" page is important for SEO and for the few customers who may want to read it. Just remember that it’s not the priority – delivering a smooth shopping experience is.
Most Customers Don’t Know Flowers Like You Do
The majority of your customers don’t know flower types or care about the details that you do as a florist. Don’t make it hard for them to find what they need. Men, in particular, often head straight for the “occasions” section because they don’t know what else to do. Even if you don’t love the traditional “occasion” and “shop by price” categories, they work. Use them.
Budget Matters to Your Customers
Most customers come with a budget in mind. Make it easy for them to find products within their price range and then offer them a chance to upgrade. On your homepage, display products at various price points to appeal to a wide audience.
Florist's Choice Isn’t Always Enough
Unless you’re a well-known and trusted florist, offering only “Florist’s Choice” bouquets may turn people away. Customers are visual – they want to see what they’re buying. High-quality images of your actual products are crucial for building trust and encouraging purchases.
Pop-Ups Are Irritating
Yes, pop-ups offering discounts are common on e-commerce sites, but for a florist, they often miss the mark. If someone isn’t purchasing from you, it’s likely because you don’t deliver to their location or on the date they need – not because the price is wrong. Offering a discount won’t change that. The same goes for remarketing. Florists work on tight timeframes, so remarketing needs to happen in minutes or hours, not days.
You’re Competing with Every Other Florist
While your products and story might be unique, you’re still competing in a crowded market. At the end of the day, your goal is to sell flowers locally and make a profit. If your website is hard to use or makes customers hunt for products, you’re losing money. A simple, easy-to-navigate site will always perform better.
In short, start thinking like your customers. They want a straightforward experience that helps them find the perfect flowers quickly and easily. Simplify your website, and you’ll see the difference.
