The Challenges

1. Improve customer experience: BloomThis aimed to enhance both the pre-purchase and post-purchase customer experience across our website and communication channels. This included helping visitors quickly find flowers suited to their specific occasions, guiding them to the most relevant collections based on intent, and clearly communicating delivery coverage, dates, and time slots to reduce uncertainty and friction.
2. Improve conversion rates: Increase conversion rate (CVR) to improve the ROI and overall performance of all marketing channels, from paid ads to email. By reducing friction and improving decision-making on-site, we could convert traffic more efficiently and scale our services in a sustainable way to serve more customers across Malaysia.
3. No in-house CRO expertise: Lacked in-house expertise in conversion rate optimization and found it challenging to hire and train CRO specialists. As a result, BloomThis sought external experts who already understood CRO fundamentals and best practices, and who could help them build a strong optimization foundation tailored to the brand.

Key Objectives

1. Streamline the customer journey: Reduce friction across key touchpoints by making it easier for customers to find the right products, understand delivery options, and complete their purchase with confidence.
2. Increase on-site conversion rate and marketing efficiency: Improve CVR across priority pages to maximize the impact of existing traffic and marketing spend, leading to stronger ROI across all acquisition channels.
3. Establish a scalable CRO foundation: Build a structured, data-driven CRO framework and internal understanding that can support continuous optimization beyond the initial engagement.

The Solution

1. Customer journey optimization and UX improvements: Conducted journey mapping and UX audits to identify friction points, then implemented improvements such as clearer navigation by occasion, intent-based collections, and more transparent delivery information to improve clarity and confidence.  
2. Conversion-focused experimentation and optimization: Prioritized high-impact pages for CRO, implemented A/B tests, and optimized key elements such as messaging, layout, and CTAs to improve conversion rates and overall marketing performance.
3. Partnering with CRO specialists to transfer expertise: Engaged an experienced CRO agency to lead strategy, testing, and implementation while sharing best practices and insights, enabling us to build a long-term CRO foundation for our internal team.

Date Picker Optimization

We discovered that visitors often plan ahead and purchase in advance for festive seasons, so we introduced a date picker feature that lets shoppers select upcoming occasions (e.g., Christmas, Valentine’s Day) to encourage future-planned purchases; this initiative delivered strong performance.

Results:
14% ACR
15% Checkout Rate
15.5% Conversion Rate