CRO strategy for a flower ecommerce: Interflora Spain

CRO Roadmap

Conversion on the flower e-commerce Interflora site

cro Ecommerce Figma Flowers interflora shop store UI/UX ux Web Design

A) The context - The problem

A1. Whats's Interflora?

A2. Old fashioned online shopping experience

B) The challenge

Improve conversion on www.interflora.es, the flower e-commerce site.
Creation of a Roadmap:
B1. Detect pain points

C) How can this be achieved?

Detecting strengths of competitors - Colvin.es
C1. Good design on both versions, desktop and mobile

C2. Colvin has its App for Appstore and GooglePlay markets
Interflora, on the other hand, doesn't

C3. TV spot an Video content on Youtube Channel

C4. Chat Bot

C5. Instagram

C6. Covid messages - Trust in Covid times

C7. Product card

C8. Heuristic testing ibit.ly/10A7 - https://www.heurix.io/

C9. Useberry.com and maze.co/

D) Roadmap

D1. Revisit Interflora Business goals

D2. Benchmarking

D3. What can interflora.es improve?

D4. What to test?

D5. Test A/B - Competitors strengths

D6 Collect all information

D7 Decision-making

Testing A/B

We benchmarked and looked at the design and image of the Colvin company

1. Include a chat bot
2. Remove popups
3. Redesign the product page to make it more attractive for purchase

Contact us (Chat Bot text)
Welcome to Colvin
E-mail address

In order to solve incidents related to an order, we recommend you to go to your profile, to the "My orders" area, where we already have all your details and you will get a quicker solution. If you prefer to continue here or would like any other type of help, please fill in the following questionnaire.
Type of help
Select the option carefully! Each one has a different priority and the best specialists to help you as you deserve.
-----------------
Description
You will receive an email with your incident number, an emergency phone number and 3 help articles. Save it and take a good look at it all, it will help you while we look at your case.
Files attached

Attach up to 5 files

A1. What's Interflora?

Interflora (Fleurop) is a brand name representing an international network of florists. It is dedicated to the flower delivery service.

Interflora’s logo comes from the god Mercury of ancient Roman mythology, the celestial messenger of commerce and travellers. He appears with a bouquet of flowers in his hand, symbolising the worldwide flower delivery service.

Interflora has a network of 45,000 international florists in more than 150 countries. They deliver approximately 30 million bouquets a year worldwide.

The original concept was born in 1908 in Germany. The buyer chooses a bouquet from a florist associated with Interflora, by telephone or via the Internet. The order is sent to the florist nearest to the place of delivery. The florist himself prepares the bouquet and delivers it.

Business goals

Interflora’s goal for COVID 2020 Spain is to sell flowers online for significant moments in people’s lives and to communicate safe delivery in these times of pandemic infection.

- Strategic goals, KPIs quantitative, qualitative

- Tactics Goals: we are inspired by the competitors, Colvin

Scenario User

Interflora.es, is the context, the user persona is Paul and the need is to buy and send some flowers to congratulate his mother on her birthday. They live in Madrid.

A2 Old fashioned online experience

Doing benchmarking we discovered colvin.es, the competitor. On this site shopping experience is better than on interflora.es.

The Colvin Co, a trendy startup founded by three young entrepreneurs that aims to revolutionise the flower market. And in the same way that they have some “must have” bouquets, obligatory and indispensable for certain situations, we (Baldarian digital mktg agency) accepted the challenge of improving and optimising their E-Commerce platform. The key has been the optimization of the resources and configurations for the same day delivery to recover the “magic” that has been lost. With The Colvin Co, flowers now travel online.

Qualitative heuristic analysis. Heurix.io