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Discover quick marketing insights all florists should know! This month we highlight:
- website conversion affect on sales
- balanced AOV in low income areas
- mailing postcards - yay or nay
- learning your REAL Google ranking
The single most important website statistic
What's the single most important website number to know? The conversion rate. That's the number of visitors to your site that convert into buyers. It's the same thing as tracking the number of customers that purchase when they visit your shop.
Average floral websites see a conversion rate of 4%-6%. Well-performing websites reach between 7%-10%. It may not seem like a big difference but it's important to consider that going from a 4% to an 8% conversion rate doubles the shop’s website sales and potentially the shop sales.
You should track your conversion rate weekly or at least monthly so you can have your finger on the pulse of how shoppers are being affected by your merchandising.
Average order value in low income neighborhoods
The biggest impact on a shop’s average order isn't the clientele or the area. It's the variety of higher priced arrangements that are on the website.
Florists in most areas can achieve an average of $110 per order without alienating customers that want to spend less. To accomplish this, you'll need to have about half of the arrangements on the site be priced at $100 or over. Have about one-fourth at $80 or below, the rest between $80-$99.
With this price mix, most shops will see more purchases made because the upper end shoppers won't leave for another florist. It's easy to test. Change your mix, watch your AOV for a week or two and then you will know for yourself.
Postcards - smart marketing or wasted money?
It may be difficult to track the exact value of postcards but they are some of the best marketing money you can spend.
You can put an offer code on the card but most customers will not use them. You can track the holiday sales of the group that received the card but many times a holiday postcard will be responsible for a sympathy or a birthday order.
The customer saw the postcard, didn't order for that holiday, but placed another order because the postcard reminded them to send flowers (or that you are their florist.)
Generally speaking, inexpensive direct mail efforts such as postcards to your existing customers is the most cost-effective marketing you can do.
Discovering your true Google ranking
You may be in the number one position when you search “florist” on Google from your shop but that doesn't mean that you are ranked highly in other parts of your town.
When a person searches for a florist, Google gives the strongest preference to the nearest florist. If you search from inside your shop, you will always be #1. It is important to search from a variety of locations in your delivery area.
There are online tools that will show you a map with your rankings displayed in each area. One option is Local Falcon which charges a small fee and saves your searches so you can compare results over time.
For a free tool to see how you rank, check out TeamFloral's Rank Scanner.
