Tuesday, February 14, 2012 | 11:14 AM
As part of Google’s Go Mobile (“GoMo”) initiative, we wanted to share the impressive results 1-800-Flowers saw from their revamped mobile site. An early mover in the mobile space, 1-800-FLOWERS.COM began their mobile program over six years ago, and has since flowered to include both an app and mobile website as well as significant mobile advertising presence. Based on their analysis however, 1-800-FLOWERS.COM noticed that their mobile website still had room for improvement. To address the problem, 1-800-FLOWERS.COM launched an initiative to revamp their mobile site. Amit Shah, Director of Mobile and Social Media at 1-800-FLOWERS.COM, recognized that the best way to approach mobile was not to simply transport their desktop website onto mobile but prioritize specific features for the mobile user.
“Trying to bring all of your desktop site to mobile misses the picture. You need to bring the right things to mobile,” says Amit.
1-800-FLOWERS.COM prioritized features such as shopping cart saving but was careful to prune less used features such as order tracking, which they identified only a small percent of desktop users utilized. Next, 1-800-FLOWERS.COM identified key content that would improve the user experience specifically for their own customers. Finally, 1-800-FLOWERS.COM streamlined the mobile shopping experience as much as possible by significantly reducing the number of steps it takes to complete a purchase and ehancing features such as a calendar that allows users to easily choose the best delivery date based on shipping prices and personal delivery needs.
By thoughtfully analyzing user behavior on their mobile site, and building enhancements to make the browsing and purchase experience even more robust, 1-800-FLOWERS.COM saw heartfelt success in the performance of their mobile website.
- Increase in conversion rate and 25% increase in average time spent on site, despite decrease in steps to complete a purchase
- 53% reduction in cart abandonment
- Increase in the average order value on mobile
Posted by: Kevin Otsuka, Associate Product Marketing Manager