Unveiling the impact of user-centric strategies on a flower delivery online store's successful redesign.
Established in 1999, Kvety became Slovakia's pioneer in online flower sales and delivery. Despite the remarkable expansion of the flower delivery market, Kvety has maintained its leading position. The company’s success is built on reliability, fast and secure delivery, a diverse range of flowers and gifts, and a commitment to providing a personalized experience for every customer.
Visit their websiteWhat Was the Goal of Creating a New Online Store?
The client approached us with the goal of creating a new online store that would meet the following objectives:
The new design was crafted based on insights gathered from analytical tools such as Hotjar and Google Analytics, offering a deep understanding of customer behavior.
Once the first functional version of the online store was developed, we conducted testing with real users selected based on Google Analytics data. Each tester followed a predefined purchase scenario that simulated a typical buying process.
Based on the test results, we implemented specific improvements, such as clarifying user profiles and providing more detailed information about delivery fees. These enhancements led to an improved user experience and increased conversions.
Based on user testing, we made suggestions for improving the Eshop.
Examples of suggestions for improvement:
Issue 1
Issue: Unclear and visually unappealing customer profile homepage
Solution: We improved the customer experience by adding personalized greetings, highlighting the loyalty program, and enhancing the layout of key elements for a clearer, more attractive design.
Issue 2
Issue: Lack of information on delivery fees in the calendar, causing confusion during checkout
Solution: We added all relevant information directly to the calendar and made it visible during the order process, ensuring customers have a clear understanding of delivery fees, reducing confusion, and increasing the likelihood of successful order completion.
In addition to the online store, we developed a mobile app for Android, allowing customers to shop quickly and conveniently, scan product barcodes, and track flower availability and pricing.
Automated Customer Profiles
After placing an order, customers have the option to create an account. All order details are automatically saved to their profile, eliminating the need to re-enter information for future purchases.
Data Collection on User Interactions
Our intelligent system continuously monitors user interactions, tracking everything from searched products to recently viewed items, delivering perfectly curated product recommendations that align with each customer’s unique preferences.
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Based on the user’s interactions with products, the system suggests additional relevant items. For example, if a user frequently clicks on "red tulips," the system will recommend similar products that have caught the attention of other users with similar behavior.
Buy Together
A feature based on historical purchase data that automatically generates "buy together" lists. These lists are available in the shopping cart and confirmation emails, with manual adjustments for better personalization.
Smart Email
Automated emails sent to customers who did not complete their purchase, offering discount coupons to motivate them to finish the transaction.
Smart Wishlist
Customers can share photos of desired products on their personal Facebook profiles, creating an organic marketing campaign with no additional costs.
Smart Segment
Customers are segmented by their value to the online store using the RFM model (Recency, Frequency, Monetary), allowing the shop to track trends in each segment and better target marketing campaigns.
Smart Notify
If a customer buys flowers for a birthday, the system reminds them of the upcoming birthday the following year through an email or personalized banner on their next visit to the online store.
