The Challenges

1. 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.
2. 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.
3. 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

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