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Bloomthis

Services

CRO

Industry

Flower & Gifting

Year

2022

First 3 months post-launch

+30%

Hero Product Category Revenue

+30%

Hero Product Category Revenue

+5%

Average Order Value YoY

Overview

CRO Case Study

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Bloomthis is a Malaysian online florist and gift provider founded in 2015, dedicated to making life’s meaningful moments — both big and small — extra special. They source farm-fresh blooms and premium gifts from around the world, design standout pieces with attention to detail, and deliver with free same-day service across Malaysia. Beyond products, they emphasise experience, offering personal concierge-style service, inclusive staffing initiatives, sustainable packaging, and a mission to help customers create “moments of happiness.

Before

After

Before

After

Before

After

The Challenges

Improve customer experience
‍
Bloomthis wanted to improve both the pre-purchase and post-purchase experience across its website and communication channels. A key challenge was helping shoppers quickly find flowers that matched specific occasions, navigate to the most relevant collections based on intent, and clearly understand delivery coverage, dates, and time slots to reduce uncertainty and friction.
Improve conversion rates
‍
‍The brand also aimed to improve conversion efficiency across its marketing channels, including paid ads and email. Reducing on-site friction and making decision-making easier were important steps toward increasing CVR, improving ROI, and supporting more sustainable growth.
No in-house CRO expertise
‍
‍Bloomthis did not have dedicated in-house CRO expertise, making it difficult to build and manage a structured optimisation programme internally. This created the need for external support to establish a strong optimisation foundation, apply proven CRO best practices, and develop a strategy tailored to the brand’s customer journey and business goals.

Key Objectives

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.
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.
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

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.
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.
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

No items found.

Mobile Product Discovery Drop-Off

We found that for a brand like Bloomthis with over 1,000 SKUs, shoppers often need to browse multiple collections to find the right product, and mobile users were dropping off during discovery because they had to open individual product pages just to preview images. To reduce this friction, we built a custom mini-carousel at the collection level, enabling visitors to preview multiple SKUs and image angles without leaving the collection page.

Results:
8.72% Conversion Rate
+13% Product Views
14% Revenue
-11% Pages Per Session

Results That Speak for Themselves

We focus on tangible outcomes—not just design for design’s sake. Here’s what our clients typically see after we launch or revamp their Shopify websites:

We focus on tangible outcomes—not just design for design’s sake. Here’s what our clients typically achieve after 12 months of CRO engagement:

+30%

Hero Product Category Revenue

+5%

Average Order Value YoY

Better user experience = better results across sales and marketing performance, including higher ROAS for ad campaigns.

‍

The Challenges

Improve customer experience
‍
Bloomthis wanted to improve both the pre-purchase and post-purchase experience across its website and communication channels. A key challenge was helping shoppers quickly find flowers that matched specific occasions, navigate to the most relevant collections based on intent, and clearly understand delivery coverage, dates, and time slots to reduce uncertainty and friction.
Improve conversion rates
‍
‍The brand also aimed to improve conversion efficiency across its marketing channels, including paid ads and email. Reducing on-site friction and making decision-making easier were important steps toward increasing CVR, improving ROI, and supporting more sustainable growth.
No in-house CRO expertise
‍
‍Bloomthis did not have dedicated in-house CRO expertise, making it difficult to build and manage a structured optimisation programme internally. This created the need for external support to establish a strong optimisation foundation, apply proven CRO best practices, and develop a strategy tailored to the brand’s customer journey and business goals.

Key Objectives

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.
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.
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

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.
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.
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.